Electronic Retailer - December 2011 - 44

MEMBER SPOTLIGHT

BY ROBIN GREENSPAN conversion rate really means that 60 percent of your calls are non-orders and 60 percent of your media dollars are wasted. Any campaign with a 60 percent-plus mortality rate needs “CPR” (Cash Per Recovery), the industry’s most comprehensive and effective non-order recovery system. Using data collected by your inbound center, Vector cures your conversion rate, increases your MER and makes you a lot more money. Where: Reno, Nev. Web: www.vectorbpo.com Why ERA: “Working with our existing partners – and meeting new partners – is simply made easier within the ERA framework. Through ERA’s mentor program, we have the inside track on the entire industry. Only ERA can offer such immediate and accessible k nowledge f rom top professionals.” – Tom Milligan, Executive Vice President, Sales & Marketing

The following companies are members of the Electronic Retailing Association and have been chosen to be spotlighted this month. Read on to better understand the different types of companies that comprise this vibrant, fast-paced, growing industry.

Who:

What: Color cosmetics also available at Sephora, QVC, online and through professional stores. Where: New York, N.Y. Web: www.temptu.com Why ERA: “ERA gives us direct access to the best minds in the DRTV industry. It provides a unique forum where we can share information, access the best-in-class services and leverage other members’ expertise to drive the growth of our brand.” – Carey Grange, President

Who:

Who:

What: As a division of Time Inc., Synapse leverages powerful media brands to deliver customized solutions that achieve our clients’ marketing objectives, including increasing revenue, acquiring new customers and building brand loyalty. Where: Stamford, Conn. Web: www.synapsegroupinc.com Why ERA: “Membership in ERA offers Synapse opportunities to grow through innovative discussions with entrepreneurial companies and access to new marketing partnerships. With customizable programs, Synapse’s marketing expertise is broad and applicable to many types of clients. ERA is a natural connection for helping to foster these new opportunities. Additionally, membership offers invaluable legal insight and support in a challenging regulatory environment.” – Sebastien Bilodeau, Executive Vice President, Partnership Marketing & Sales

Who:

What: Meltzer Media Productions is a turnkey DRTV production company that has been creating infomercial campaigns since 1985. We have been involved in more than 2,000 infomercial campaigns that include every conceivable product category. Meltzer Media’s clientele includes everyone from inventors to Fortune 500 companies.  Where: New York, N.Y. Web: www.meltzermedia.com Why ERA: “I joined ERA to network, learn and do business with the leading companies and people in the direct response industry. Being a member of ERA has given me first-hand access to all the suppliers, marketers and distributors both domestically and internationally that have enabled me to grow my business from a DRTV production company in to multi-faceted direct marketing firm. The DRTV business has changed over past few years, so by being a member of ERA, I have been able to keep up with the shifts in the industry and expand my business in places that we never could have otherwise.” – Jeff Meltzer, President

What: Vector BPO is a full-service call center focused entirely on the success of our DRTV clients and partners. But what is success? Does 25 percent conversion qualify as a success? How about 30 percent or 40 percent? In reality, a 40 percent 44
electronicRETAILER | December 2011



Electronic Retailer - December 2011

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

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
Pillow Pet Talk
What’s New in SEM?
Canada’s Economy Weathers the Storm
How to Cook Up a Successful Offer
DRTV
Legal
Radio
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - December 2011 - cover1
Electronic Retailer - December 2011 - cover2
Electronic Retailer - December 2011 - 3
Electronic Retailer - December 2011 - 4
Electronic Retailer - December 2011 - 5
Electronic Retailer - December 2011 - 6
Electronic Retailer - December 2011 - Calendar of Events
Electronic Retailer - December 2011 - Your Association, Your Bottom Line
Electronic Retailer - December 2011 - Industry Reports
Electronic Retailer - December 2011 - 10
Electronic Retailer - December 2011 - 11
Electronic Retailer - December 2011 - 12
Electronic Retailer - December 2011 - 13
Electronic Retailer - December 2011 - FTC Forum
Electronic Retailer - December 2011 - 15
Electronic Retailer - December 2011 - eMarketer Research
Electronic Retailer - December 2011 - 17
Electronic Retailer - December 2011 - IMS Retail Rankings
Electronic Retailer - December 2011 - 19
Electronic Retailer - December 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - December 2011 - 21
Electronic Retailer - December 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - December 2011 - 23
Electronic Retailer - December 2011 - Ask the Expert
Electronic Retailer - December 2011 - 25
Electronic Retailer - December 2011 - Pillow Pet Talk
Electronic Retailer - December 2011 - 27
Electronic Retailer - December 2011 - 28
Electronic Retailer - December 2011 - 29
Electronic Retailer - December 2011 - What’s New in SEM?
Electronic Retailer - December 2011 - 31
Electronic Retailer - December 2011 - 32
Electronic Retailer - December 2011 - 33
Electronic Retailer - December 2011 - Canada’s Economy Weathers the Storm
Electronic Retailer - December 2011 - 35
Electronic Retailer - December 2011 - 36
Electronic Retailer - December 2011 - 37
Electronic Retailer - December 2011 - How to Cook Up a Successful Offer
Electronic Retailer - December 2011 - DRTV
Electronic Retailer - December 2011 - Legal
Electronic Retailer - December 2011 - Radio
Electronic Retailer - December 2011 - 42
Electronic Retailer - December 2011 - 43
Electronic Retailer - December 2011 - Member Spotlight
Electronic Retailer - December 2011 - 45
Electronic Retailer - December 2011 - Advertiser Spotlight
Electronic Retailer - December 2011 - Advertiser Index
Electronic Retailer - December 2011 - Classifieds
Electronic Retailer - December 2011 - 49
Electronic Retailer - December 2011 - Rick Petry
Electronic Retailer - December 2011 - cover3
Electronic Retailer - December 2011 - cover4
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