What They’re Saying
About Response Expo 2008
Compiled by the staff of Response
“In a world cluttered with conferences
and trade shows that promise opportunity and deliver none, Response Expo met
the challenge head on and won! Pointed,
industry accurate, stress-free and complete
— with strong content and actionable
intellectual property — Response Expo
added value every step of the way. Fact: the
attention to detail and organization within
all facets of this multi-dimensional program is well on its way to long-term effect
and success. Kudos to all involved and to
another positive Response experience!”
— Steve Edelstein
THE LOGICAL STEP
Electronic Retailing Association Board Member
• • • • • • • • • •
“This show attracts so many of the top
players in the DR marketing industry.
We’ve leveraged so many contacts here;
the networking exposure has been phenomenal.”
— Fred Shadding
CYBER CITY TELESERVICES
• • • • • • • • • •
“It is extremely helpful to have a conference of this size bring together
much of the industry, especially on the
West Coast and especially in the spring.
Response Expo has become a must-attend
for our business, and from what I could
tell, for most U.S.-based marketers, media
agencies, operations service providers and
cable networks.”
— Stan Bruckheim
LATINO MEDIA SERVICES
• • • • • • • • • •
“From the keynote to the closing party,
as well as the networking and educational sessions, everything was executed
perfectly. It was a great show for us, and I
look forward to next year!”
— Katherine Krohn
IMAGINE FULFILMENT SERVICES (IFS)
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“The Expo was a very enlightening
conference for me and productive for
my team.”
— Kristin Reign
“From a client perspective, I was very
impressed with the educational content
at Response Expo 2008, specifically on
multi-channel attribution modeling,”
says Danette Dickerman, director of
media at fitness giant Nautilus. “The
information presented was quite helpful
and has prompted several new initiatives at Nautilus.”
Panel discussions on Wednesday
included speakers from such leading
marketers as Liberty Medical/MEDCO,
Borba, Esurance, Boehringer-Ingleheim
Pharmaceuticals and Guthy-Renker
Corp. Some of the day’s speakers had
also taken part
in a sponsored
educational event
held at the Hyatt
on Tuesday, presented by DR media
agency Lockard &
Wechsler.
Wednesday’s
highlight, though,
came from featured
midday speaker
and TV market
opinion leader
Shelly Palmer, who spent
the better part of an hour
discussing the transition the
TV business is undergoing
as all media becomes more
networked and how it will
affect the direct response
space. Palmer’s book, “
Television Disrupted,” covers m any similar
topics and has made him a must-see
speaker on the international media lecture circuit.
On May 8, case studies on two successful direct response marketing campaigns received exclusive billing. The
first session, “DTC Pharmaceutical Case
Study: Cialis,” featured former Cialis
marketing manager Mario Neto and author and speaker Dr. Steven Lamm. The
second session, “Mobile Case Study:
Hyundai/Nokia,” was led by Hyundai’s
manager of Internet marketing, Eric
D’Ablaing, and Nokia’s global director of mobile brand strategy, Jeremy
Wright.
Lamm opened with a discussion on
Cialis’ worldwide efforts to educate the
public on the serious implications of
erectile dysfunction (ED). “As with any
new drug, you can’t go straight to customers,” Lamm said. “You spend a year
Re sponse Expo’s
educational sessions
drew a total of nearly
600 attendees to see
such speakers as the
renowned Dr. Steven
Lamm (top) and Boost
Mobile’s Carlene
Robinson (left).
e ducating doctors and the government
first.”
Then, by educating physicians on
what to ask men and by teaching patients the link between ED and other
diseases, the stage was set for the global
marketing and brand positioning of Cialis. Education, along with targeted marketing, led to $1.5 billion in Cialis sales
in 2007. “In some campaigns, it may
make more sense to do television ads
and direct mail, but in others, it’s just
necessary to market directly to physicians through lectures and nurses,” Neto
said. “Getting people to ask their doctor
for it was another large component of
