Electronic Retailer - November 2011 - 8

YOUR ASSOCIATION, YOUR BOTTOM LINE

BY JULIE COONS

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Celebrating the SupERAchievers
the association as an enterprising business leader, founding ERA member and former member of the Board of Directors. This recognition, which is not awarded every year, is presented to a deserving member whose work has had a demonstrable impact on the industry and has been acknowledged as doing so by other colleagues in the industry and the general public. It’s no wonder that her peers unanimously selected her. Katie started her direct response career in 1984 when the industry was still in its infancy, and rapidly learned the ins and outs of direct response television (DRTV). Three years later, she branched out to form her own company, Williams Worldwide Inc. As one of the first agencies to specialize in DRTV solutions to marketing problems, Williams Worldwide Inc. grew to $130 million in billings under Katie’s leadership. That success led to other lucrative business opportunities, as well as outstanding career achievements. However, I think it’s fair to say that Jack LaLanne trumps us all when it comes to being a SupERAchiever. The “Godfather of Fitness,” who passed away this past January, received the inaugural DR Icon Award, which recognizes an individual whose personal brand and extraordinary talent have re-shaped direct response marketing. For more than 75 years, Jack was an advocate for health and fitness who leveraged the power of television to not only entertain millions of television viewers, but also to inspire and motivate them to exercise and lead healthier lives. He also used DRTV to establish himself as a successful brand name in the health & fitness and housewares categories. As you can clearly see, SupERAchievers are the cream of the crop. They are the thought leaders, as well as the movers and shakers in the industry. And who knows, the next SupERAchiever to appear in the magazine might even be you.

If you’ve been reading Electronic Retailer magazine lately, chances are you’ve noticed that the Electronic Retailing Association (ERA) officially launched its Brand Clarification campaign. And, if you have been combing through the publication’s pages carefully, you’re likely familiar with the word “SupERAchiever,” which appears prominently in ERA’s print advertisements. What’s a SupERAchiever? It’s an industry powerhouse who’s used their ERA membership to reach the top. They know the association supports their endeavors in four key ways: advocacy, selfregulation, wisdom and access. And as marketing’s best sellers, SupERAchievers gladly share their success stories with others in the industry.

On Thursday, September 15, ERA honored two of the industry’s most noteworthy SupERAchievers, Katie Williams and fitness guru Jack LaLanne, during the 2011 Moxie Awards Gala.
Those of you who attended the 2011 ERA D2C Convention most likely found yourselves in the company of several SupERAchievers throughout the week. They walked the show floor. They spoke during the education sessions. They mingled at the various networking events. They closed the big business deals. They were the ones who shook your hand in Las Vegas and followed up with a phone call shortly after the show. In fact, on Thursday, September 15, ERA honored two of the industry’s most noteworthy SupERAchievers, Katie Williams and fitness guru Jack LaLanne, during the 2011 Moxie Awards Gala. As ERA’s 2011 Lifetime Achievement Award recipient, Katie Williams, president of Ideal Living, embodies the true meaning of SupERAchiever. She’s made significant contributions to this industry and

electronicRETAILER | November 2011

Electronic Retailer - November 2011

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