Electronic Retailer - June 2012 - 33

Speaking of the offer, try changing it up. “Successful shows that have been out there for a long time that try an offer change, it’s amazing how that product and show rebounds and finds new life,” Besasie says. “Free shipping can dramatically change response to a product. Changing a payment plan for a product that’s been on the market for 10 years, that benefit can be huge. It never ceases to surprise us how a significant change can generate results.” Once you have your creative and offer in place, work closely with your call centers to monitor response daily, says Peggy Gobel, vice president and cable media director at Cannella. “The marketplace can change so quickly for the positive and negative. You have to be ready to react,” she says. “Marketers are paying closer and closer attention to when responses are dropping off and what they need to do a get numbers back up. Ultimately, it’s about having the right partners in place and making sure all parts of the business are working for the same benefit.” And having the right numbers in place so you can monitor those ups and downs is another key to DRTV success. Smith says that, above all, it is essential to realize that accepting disparate data that is not standardized or checked for accuracy can cause lost revenue. “Companies lose money when decisions are made based data that is 70 percent accurate because the cost per order is over or underinf lated, the translation of financial metrics is incorrect, or fixed costs and variable costs are treated the same even though they behave differently,” she says.

shooting in HD so as to present their products in the best environment. It’s really not quite a best practice yet, but it’s definitely a ‘next practice.’ The technology will take us there whether we want to go or not.” Also, understanding how mobile integrates into the media mix is going to be essential as more people begin to buy directly from their smartphones.

Wechsler closes by saying that when it comes down to it, you have to keep it simple. “The spot has to work the first time and has to work every time. The more it runs, the better – that can’t be further from the truth. Frequency is not a success factor, it’s the benefit of a successful campaign. Frequency, along with customer satisfaction, goes a long way to building a brand.”

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Besasie notes that, while it’s essential to keep your campaign fundamentally strong and put resources into online technology and social media, it’s also important to keep your eyes on DRTV’s “next practices.” “HD content, for example,” he says. “Nearly 70 percent of households have HD-capable sets. Marketers should be

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Electronic Retailer - June 2012

Table of Contents for the Digital Edition of Electronic Retailer - June 2012

Calendar of Events
Your Association,Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney's Top Categories
Ask the Expert
From the Executive's Desk
Thinking Outside the Box
DRTV's New Best Practices
It's Time to Think Differently About Payment Processing
Guest Viewpoint
Guest Viewpoint
DRTV
U.S. Hispanic
Member Spotlight
Advertiser Spotlight
Advertiser Index
Bulletin Board
Classifieds
Rick Petry
Electronic Retailer - June 2012 - cover1
Electronic Retailer - June 2012 - cover2
Electronic Retailer - June 2012 - 3
Electronic Retailer - June 2012 - 4
Electronic Retailer - June 2012 - 5
Electronic Retailer - June 2012 - 6
Electronic Retailer - June 2012 - Calendar of Events
Electronic Retailer - June 2012 - Your Association,Your Bottom Line
Electronic Retailer - June 2012 - 9
Electronic Retailer - June 2012 - Industry Reports
Electronic Retailer - June 2012 - 11
Electronic Retailer - June 2012 - 12
Electronic Retailer - June 2012 - FTC Forum
Electronic Retailer - June 2012 - eMarketer Research
Electronic Retailer - June 2012 - 15
Electronic Retailer - June 2012 - IMS Retail Rankings
Electronic Retailer - June 2012 - 17
Electronic Retailer - June 2012 - Jordan Whitney's Top Categories
Electronic Retailer - June 2012 - 19
Electronic Retailer - June 2012 - Ask the Expert
Electronic Retailer - June 2012 - 21
Electronic Retailer - June 2012 - 22
Electronic Retailer - June 2012 - From the Executive's Desk
Electronic Retailer - June 2012 - Thinking Outside the Box
Electronic Retailer - June 2012 - 25
Electronic Retailer - June 2012 - 26
Electronic Retailer - June 2012 - 27
Electronic Retailer - June 2012 - 28
Electronic Retailer - June 2012 - 29
Electronic Retailer - June 2012 - DRTV's New Best Practices
Electronic Retailer - June 2012 - 31
Electronic Retailer - June 2012 - 32
Electronic Retailer - June 2012 - 33
Electronic Retailer - June 2012 - It's Time to Think Differently About Payment Processing
Electronic Retailer - June 2012 - 35
Electronic Retailer - June 2012 - 36
Electronic Retailer - June 2012 - 37
Electronic Retailer - June 2012 - 38
Electronic Retailer - June 2012 - Guest Viewpoint
Electronic Retailer - June 2012 - 40
Electronic Retailer - June 2012 - Guest Viewpoint
Electronic Retailer - June 2012 - 42
Electronic Retailer - June 2012 - 43
Electronic Retailer - June 2012 - 44
Electronic Retailer - June 2012 - DRTV
Electronic Retailer - June 2012 - U.S. Hispanic
Electronic Retailer - June 2012 - 47
Electronic Retailer - June 2012 - Member Spotlight
Electronic Retailer - June 2012 - 49
Electronic Retailer - June 2012 - Advertiser Spotlight
Electronic Retailer - June 2012 - Bulletin Board
Electronic Retailer - June 2012 - Classifieds
Electronic Retailer - June 2012 - 53
Electronic Retailer - June 2012 - Rick Petry
Electronic Retailer - June 2012 - cover3
Electronic Retailer - June 2012 - cover4
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