Electronic Retailer - June 2011 - (Page 8)

YOUR ASSOCIATION, YOUR BOTTOM LINE BY JULIE COONS m 8 electronicRETAILER | June 2011 Bringing Clarity to the ERA Brand Marketing professionals know all too well the critical nature of establishing your brand in the marketplace. The brand sets your company, products and services apart from the competition, and it’s the brand that helps to build trust between you and the consumer. The Electronic Retailing Association (ERA) is no different. As the premier trade association representing leaders of direct-to-consumer marketing, ERA recognizes the importance of clearly and effectively conveying its brand to its members and the industry at large. Marketers are storytellers who utilize different media to speak directly to their target audiences. Now it is ERA’s turn to tell its own story directly to the marketing community. That’s why beginning in July, ERA will launch a comprehensive Brand Clarification campaign that not only defines the brand, but communicates the brand proposition. Our mission is to express to prospective members the value of forging a relationship with the association; and for current members, our goal is to reinforce the intrinsic worth of continuing that partnership. This process would not have been possible without the support, approval and, most importantly, active involvement of our Board of Directors. ERA’s key brand components – attributes, personality and core value – reflect the guiding principles of the Board, membership and the industry. The attributes of a brand are the methods by which the core value is delivered and symbolize the tangible benefits. ERA embodies key attributes such as advocacy, self-regulation and industry standards, access and wisdom. And we believe the best way to illustrate these attributes is through the success stories of our members. Over the next several months, you’ll hear their stories and learn how ERA has helped them to achieve their marketing objectives and enhance their overall business. What does personality mean to a brand? It impacts the tone of the brand’s voice along with its entire communications. The Board of Directors, working with data from ERA members, identified five personality traits that describe the association: global, friendly and inclusive, electric, leader and trustworthy. For us, this provides a prime opportunity to make an impression and create brand awareness in the industry. Lastly, as approved by the ERA Board of Directors, is ERA’s core value: “to protect and grow marketing’s best sellers.” The primary thing to remember about ERA is it’s the place where the most highly regarded thought leaders in the industry converge for the purpose of ensuring the direct-to-consumer marketing industry continues to thrive. It’s also the organization founded for the purpose of providing an arena for the world’s retailers who sell directly to their customers via electronic channels to support and learn from one another. ERA is the community of innovative marketers and retailers who are adapting the industry’s newest communication and distribution channels to serve their customers globally. The core value is really an exciting statement because it resonates with all of us how this industry is truly distinctive. It shows how direct-toconsumer commerce maintains a competitive edge over other marketing methodologies and highlights the unique contributions that this industry brings to the marketing ecosystem. Simply stated, it’s all about sales and measurable ROI. What’s more, it’s about marketing professionals choosing a brand that enables them to continue to do what they do best by providing them with valuable resources and networking opportunities. And that’s a story we are more than happy to tell.

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

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
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