Space Mates? Libido Lift? The Not-Quite-Best of the Past 25 Years
What’s the worst or most amusing
campaign you’ve seen in the past
Kevin Lyons, Opportunity Media:
Mike Medico, E+M Advertising:
Doug Garnett, Atomic Direct:
Tim Hawthorne, Hawthorne Direct:
Fern Lee, Thor Associates:
Richard Stacey, Northern Response Intl.
using the term DR anymore. My opinion is all
advertising will have a call-to-action component, and the division between general ad sales
and direct response will no longer exist. This
could happen by 2015.
Garnett: Trusted by consumers. For this industry to grow, consumers must trust our products,
our response mechanisms, and each company’s
willingness to stand behind its products.
Today, this trust is in shambles. ERA’s efforts
have proven fruitless, but that’s to be expected.
Their goal seems to have been protecting
DRTV from regulation — not building trust
among consumers. A few traditional DRTV
marketers have developed superb and trustworthy organizations. Still, too many will say
whatever it takes to sell a product regardless
of whether the product delivers that value. So
for every trustworthy step forward, these campaigns seem to take us two steps back.
Hawthorne: Every advertising message will have
a response mechanism. Period.
Lee: If TV is still a viable means of media in
2035, I would hope that every brand realizes
that they must reach the consumer through
direct response as a driver to all offline and
Lyons: I would like to see the industry thriving
in all countries around the world with continued adoption by outside companies who recognize the importance of this form of advertising.
Medico: In the future, companies marketing via
DRTV and online will experience a leveling
off of new customer response, and marketers
will need to look for growth through their existing customers. Full implementation of one-on-one marketing initiatives by direct response
advertisers represents the future for revenue
growth in our industry — and it will happen
well before 2035.
Stacey: I would think and hope that video will
be an important part of all marketing everywhere now that it’s cost efficient, portable and
available for everyone to utilize. For example,
we’re now placing tags on all our retail packages so anyone with a smartphone can watch the
commercial and demonstration just by clicking
on the box in the store. ■