direct response.”
Attendee Rus Sarnoff of Integrated
Marketing in Los Angeles, comments,
“Kudos to Dr. Steven Lamm and
Mario Neto — they absolutely rocked!
Their session on marketing Cialis was
fun, informative and, quite simply, my
absolute favorite at the show. Their
presentations complemented one another so perfectly, allowing the audience an ‘insider’s’ perspective on both
the medical and marketing objectives
for this most fascinating product.”
In the Hyundai/Nokia session,
D’Ablaing and Wright discussed how
Nokia Interactive helped Hyundai
introduce a new luxury vehicle, the
Genesis (scheduled to launch this
summer) during Super Bowl XLII. The
mobile advertising campaign ran on
Super Bowl Sunday to coincide with
two TV ads featuring the Genesis. Hyundai reported a 3.41-percent average
click-through rate from the game day
commercial’s call to action.
“Relevance is most important for
mobile,” Wright said. “If you get it
right on this device, you get it right.
If it’s wrong, it’s very wrong.” Wright
went on to explain that being brief on
mobile is very important. The phone
is also a great medium for campaigns
that involve coupons, short video or
click-to-call instructions.
“It’s not just a small PC, it is something wonderful — it’s mobile,” said
Wright. “There is a lot you can do
that’s response focused and its easy and
inexpensive.”
1 2 R esponse JUNE 2008
Top-Notch Leads Create Expo Hall Buzz
By Thomas Haire ( thaire@questex.com)
SAN DIEGO — Leads, leads and more leads — that was the word from exhibiting companies and
show floor attendees following Response Expo on May 6-8. Just listen to some of those who spent a
great deal of time in the bustling Expo hall:
❯ “I was impressed that the caliber of attendees even trumped last year’s,” says Kristy Pinand-
Dumpert, vice president of sales and marketing for Concepts TV Productions in Boonton, N.J.
❯ “A good amount of business was conducted throughout the event. All the work put into
Response Expo was obvious from the way things ran and the mood of the crowd,” contends
Dan Casey, executive vice president of sales and marketing for Santa Monica, Calif.-based
Revenue Frontier.
❯ “We had many quality leads, and the traffic on the trade-show floor was phenomenal,” avers
Greg Sarnow, founder of the Direct Response Academy in Austin, Texas.
These are just examples of the feedback received by Expo staff during and after the event,
which drew more than 1,600 attendees. Many commented immediately on the quality of the leads
they were getting during meetings on the Expo Hall floor.
“This was my first year at Response Expo, and I thought it was well organized and very productive,” says Doug Campbell, managing director of Incredible Discoveries of Deerfield Beach, Fla.
Adds Brian Fays, executive vice president of advertising sales at MTV Networks in New York,
“The energy at the Expo is palpable, and each year my sales team walks away closing business.
Every dollar counts, and, at Response Expo, we get more than our price of admission back in strong
DR campaigns on our networks.”
E xpo Networking Events Draw
H uge Crowds
B y Thomas Haire ( thaire@questex.com)
S AN DIEGO — Response Expo’s evening networking events on
M ay 6-8 each drew more than 400 direct response leaders, key
m arketers, interested press — and even hula experts and fire
d ancers! Similarly, the Expo’s inaugural golf tournament on
t he morning of May 6 was a near sell-out, with more than 120
g olfers teeing off at the Riverwalk Golf Club.
The evening events, beginning with the Opening Night
p arty on May 6, sailing through the Seaport Celebration on
