Response Magazine - February 2011

DRMA News

By Jackie Jones ( jackiejones@questex.com)

CHICAGO – The daily deal Web site Groupon, a shopping site that offers discounts on local goods, services and cultural events in more than 300 markets around the world, has tapped Direct Response Marketing Alliance (DRMA) member Euro RSCG’s Chicago office to handle its customer relationship marketing efforts.

Euro RSCG Chicago — in conjunction with Euro RSCG Discovery, the data analytics, CRM and behavioral marketing agency within the Euro RSCG network — will provide Groupon with strategic counsel surrounding existing CRM and marketing optimization, and support the expanding social commerce company with mining customer insights and executing data-driving digital programs.

“As the leader in social commerce, Groupon has expanded rapidly with 35 million subscribers in 31 countries,” says Joy Schwartz, president of Euro RSCG Chicago. “We are thrilled to bring our strategic insights and capabilities to their business.”

Euro RSCG Chicago Provides Groupon Marketing Optimization Counsel

PORTLAND, Ore. – Direct Response Marketing Alliance (DRMA) member R2C Group, a DR agency headquartered in Portland, Ore., rounded out 2010 with two successful DRTV campaigns for Ninja Kitchen System 1100 and the 3M Lens Renewal Kit.

The two campaigns tap into the power of direct response television through both short- and long-form formats, as well as drive consumers to other various platforms including online and retail.

“Direct response is a completely new approach for us, yet we believe it is a
perfect tool to help create consumer awareness about the safety benefits of restoring
vehicle lenses,” says Automotive Aftermarket Division Marketing Manager Travis
Lamb of the 3M Lens Renewal Kit DRTV spot. “Now that we have an easy, effective
and affordable solution, we want all vehicle owners to consider this product in
maintaining their investments.”
The 3M Lens Renewal Kit features short-form spots that direct customers to Web
sites and retailers where the product is sold. For the Ninja Kitchen System campaign,
R2C Group launched long-form and 120- and 60-second messages, which were
received well by consumers, says Mark Rosen, CEO of Euro-Pro LLC, the marketer
behind the housewares product.

R2C Group Wraps
Up 2010 with Two
DRTV Campaigns

REVShare, TV advertising network and Direct Response Marketing Alliance (DRMA) member, has reorganized its Affiliate Relations team to increase efficiency and better position the company for strategic growth in the domestic, Hispanic and Canadian TV markets.

Chelle Lewis, previously vice president of network, becomes vice president of global affiliate sales and will head the division. Matt Schulde becomes vice president of national accounts, and Shaia Ash has been promoted to director of network operations.

“This new team sales strategy will provide greater coverage for our affiliate clients and enhance the excellent customer service that REVShare is committed to providing,” Lewis says.