relating to content, testimonials and
supers difficult to implement post-production. The biggest challenge, therefore,
remains whether U.S. creatives comply
with the more stringent European TV
broadcasting rules in each country. Quite
often, this means having to soften the sell
or considerably alter the offer according to
the local regulations. Also, whole product
categories are banned on European TV.
“Do Not Call” list. Most DR E-mail
campaigns are migrated from an opt-in
list — so if you are compliant, you should
have no challenges as a marketer.
Capitol Hill do not resolve their differences, and the BP clean-up efforts in the
Gulf are not deemed successful.
What do you think of the rumored “Do
Not Track” list and how it could affect the
online portion of DR campaigns?
Hawthorne: Again, as advocates of protecting consumer privacy, we support any
online “Do Not Track” legislation. And
its impact on DRTV’s Web orders is, at
this point, relatively insignificant, since
the majority of online orders are driven
by DRTV, not Web activity.
Stacey: It’s difficult to speculate how a
“Do Not Track” regulation may impact
DR marketers without seeing it. Naturally, a complete ban would be limiting,
while an opt-out or opt-in policy may be
more workable. As with all regulations,
there are trade-offs. Some consumers may
actually find it convenient to be tracked
and their preferences better serviced.
Garnett: Our clients are all in other industries, and they want leverage DRTV’s
power for direct sales, but especially to
turn all their channels alive. Many have
continued to grow in the down economy
because of their DRTV campaigns. In
their other businesses, the economy appears to be turning around — although
much more slowly than hoped for.
Lee: It will be interesting to see if this
will take off and be as prevalent as the
If you were to tie my hands, I would say that the Internet
has become one of our biggest marketing touchpoints. From
social media to online video advertising to online couponing,
the Internet is educating the consumer, selling products and
pushing the consumer to the retail store.
— Fern Lee, Factor Nutrition Labs
Innovative marketing through
direct response television.
Yallen: The effect of the “Do Not
Track” list on DR campaigns will depend
on exactly what is covered in the actual verbiage of the bill. If the law only
restricts sharing of personal data, then
the effects of the list will be far less widespread than if they stop all cookie and
pixel tracking. If the “sale” of personal
data is restricted, the biggest impact will
be in E-mail marketing. If it goes beyond
the sharing of personal information, restricting cookie and pixeling of people’s
browsers, then it will virtually end all
Has the economy turned around for
marketers in the DR business? What effect
is the current economy having on campaign
success rates, media rates and other areas?
Fays: DR sales at MTV Networks have
never been stronger in regards to demand/
price. Paid programming advertisers, however, have been greatly affected by the
economy, leading many cable networks
to evaluate if those slots are better sold
through short-form advertising. There is
a possibility of a double-dip/second recession coming our way if Wall Street and
Orsmond: Brand advertising spend on
U.K. TV channels declined by 9. 6 percent last year. This is good news for home
shopping marketers, in that TV airtime
spot rates remain on par with 2009. And,
for those with deep pockets, excellent
forward buying deals can be done for both
short-form and long-form DR if their
products are already proven successes.
Stacey: We continue to see more short-form, lower-priced products with a retail
back end. Higher priced products are still
challenging. A bad economy is generally
good for DRTV as HUT levels (
households utilizing television) go up when
people stay home to save money. Media
rates can also come down as traditional
advertisers cut spending and more airtime
becomes available. Generally, the bad
economy has been good for our business.
How has technology changed the way your
company does business in the past 12
months? How will it in the next 12 months?
Hawthorne: The ability to understand
and utilize technology is a significant