Finding Success in a Changing Media World
Cannella Response Television has been around for nearly 30
years. To what do you attribute the company’s staying power?
What changes have you seen in the business in recent years?
Bill: In the past, there was a tried and true model that worked
for everyone. It was a fairly straight-forward business. We
placed the media and the phone did or didn’t ring. Today,
the function of campaign management has become more
complex given the mix of media and response options. There
are no templates, no more certainties.
Donna: We don’t enjoy the same MERs we used to have, so
it’s important that the campaign goals are achieved with a mix
of media. We’re Ànding more and more people asking about
our PI options to augment their paid spending. Knowing how
to manage PI and paid media in a competitive marketplace is
a skill. TV will always be a major component of any campaign,
but in this evolving environment, we need to make sure we’re
maximizing every opportunity for our clients.
Peggy: The bottom line is that, now more than ever, we
need to be sure we have the most effective media mix for
our clients. When you have all the components aligned,
you’re then positioned to take advantage of a DR campaign.
Everyday we’re analyzing our campaigns and the media
landscape to see how we can improve the media mix.
How important are relationships in today’s DRTV world?
Peggy: We’ve spent many years building relationships
and trust with clients and media partners. As an industry
we gravitate towards using technology and data to support
our decisions. Some believed that we could automate the
process and let computers do the buying and selling without
human intervention. What they missed is that this is still a
people business. There’s give and take on both sides of the
equation. We play a critical role in that process.
Bill: We have always treated our clients and media vendors
as partners and we all work as a team to get the job done,
striving towards the ultimate goal of a better ROI. These
relationships ensure our clients are getting the best media
inventory and rates available. And we’ve proven to our
media vendors that we’re here for the long run.
Donna: We work hand-in-hand with our partners to learn
their business inside and out so that we can better serve
their bottom line.
What are the key words you would use to describe Cannella
Donna: “Relentless.” We have a relentless focus on
performance and this motivates everything else.
Bill: “Innovation.” Our founder, Frank Cannella, is known as
the “Father of the Infomercial.” While everyone says they
innovate, it is actually built into our DNA and we continue to
shape the industry today.
Peggy: “Passion.” We love what we do and take great pride
in the results we achieve for clients. We don’t just go to work,
we live it, and that’s what keeps us ahead of the game. It’s
the root of our success.
Los Angeles, CA
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Business Development Manager