Electronic Retailer - April 2011 - 40

STAYING AHEAD OF THE CURVE

EXPERTS IN 3RD PARTY LOGISTICS

are not dependent upon the campaign’s success. What’s more, compensation is based on the achievement of certain goals and metrics. “Our focus of that organization is to bring direct response methodologies and performance-based methodologies to the general agencies and advertisers,” Yallen explains.

Yallen confesses that he didn’t think his offspring showed any interest in entering the family business, but was pleasantly surprised when Lindsay came on board after graduating from the University of Colorado, Boulder, with a business degree. “She joined us as a media assistant and now she’s become

TRANSPORTATION WAREHOUSING ORDER FULFILLMENT

“A lot of consumers now see a product on television and say, ‘That’s a good product. I’m going to wait until it’s in retail.’ … I believe 99 out of 100 marketers need to consider retail in their plan because consumers are expecting it to be in retail.”
Aside from technology, Inter/Media regards celebrity deals as another area of innovation. The company develops package deals for its clients, meaning it works to defray some of the celebrity costs upfront for a performance basis on the backend. Yallen explains that Inter/Media recently obtained famed football coach Jimmy Johnson for its client, ExtenZe. “Having a personality like Jimmy Johnson helped us to get Walmart as one of our key retailers. And to us, that was a huge success in that we took a product in a somewhat controversial category and got it into America’s family store,” he says. Yallen and his team most recently signed talk-show host Larry King and his wife, Shawn, to represent a line of products. Although he cannot divulge the brand name or specific details at this time, he notes that the campaign, set to roll out in late April, will use a DR-toretail model that integrates publicity and other marketing channels. a senior buyer,” he explains. “She’s on the executive track to gain a lot more responsibility and more of a leadership role. I’m very proud of her.” Lindsay isn’t the only member of his family to earn Yallen’s admiration. He draws much of his strength and support from his wife, Linda, a talented physical therapist and entrepreneur; as well as from his son, Jordan, a college freshman and baseball player who was drafted by the Chicago White Sox.

Once your orders are processed and leave our warehouses, they are in the capable hands of our transportation department who negotiates with our carrier partners and passes the savings on to you. Our specialists work with you to develop unique and value-added solutions for reducing your shipping costs all the way from the manufacturer to your customers. GIVE US A TRY!

Social Media and Lead Generation
What industry trends does Yallen see occurring over the next five years? “We see social media obtaining more of a DR brand role,” he contends. Although Yallen regards platforms like Facebook and Twitter as a force multiplier that can make an overall marketing effort much more productive, he says, that currently, and perhaps in the future, “social media is not consistently demonstrating a really high or immediate direct response ROI component. It’s an additional part of the overall game plan.” Thus, by having a good social media effort when your product reaches a higher level into retail enhances search results and brand recognition. Inevitably,

CALL 866.773.7363
FOR YOUR FREE ESTIMATE

Continuing the Tradition

EAST COAST / WEST COAST

SPEXPRESS.COM
519055_SP.indd 1

At a very young age, Yallen knew that he wanted to be involved in his father’s company. Now Inter/Media welcomes a third generation of the Yallen family, daughter Lindsay Fontaine, as a media buyer.

electronicRETAILER | April 2011

4/9/11 8:47:15 AM

Electronic Retailer - April 2011

Table of Contents for the Digital Edition of Electronic Retailer - April 2011