The Un-Convention

The 2017 D2C Convention returns to Las Vegas with an invigorated format and all the networking and best-practice education members have come to expect.


The Un-Convention

Once again this fall, ERA’s D2C Convention will grace the ballrooms, bars, and suites of the Wynn Las Vegas hotel in Las Vegas, bringing the industry together for more than three days of education and celebration—and not just a little deal-making.

Set for Oct. 2–5, ERA’s signature event offers members of the direct response community a single place to meet, network, and investigate the new products, solutions, and strategies they can use to build brands and profits. Longtime attendees will notice a few changes, however, intended to make the show more vital than ever before.

Moxies Lead the Show

First, the Moxie Awards Gala will be moved to Tuesday, Oct. 3, the first full day of the show. The star-studded ceremony is a perennial must-attend for DR professionals, and celebrating the year’s best and most successful campaigns at the show’s outset will help build buzz for the nominees in attendance.

“We moved the Moxies to the beginning of the show to start it off with a bang,” says Bill Sheehan, ERA’s executive vice president. “It’s a wonderful way to kick off D2C. The new twist will help drive excitement and give people something to talk about on the show floor.”

ERA will also honor direct response pioneer Guthy-Renker at the Moxies with its first-ever Diamond Legend Award. The award will be given to company co-founders Bill Guthy and Greg Renker in recognition of the outstanding achievements they have made in shaping the industry.

“I am extremely pleased to introduce the ERA Diamond Legend Award, and unveil pioneering ERA member and legendary organization Guthy-Renker as its first recipient,” says Poonam Khubani, TeleBrands vice president and chair of ERA’s board. “Bill Guthy and Greg Renker have played a pivotal role in defining our industry, and the company’s unparalleled support of ERA has helped make our association a vital voice.”

Since 1988, Guthy-Renker has developed and marketed dozens of high-quality consumer products in the beauty, skincare, wellness, and entertainment categories. Known for slick productions that feature leading celebrities, Guthy-Renker has established a benchmark for trust and integrity.

“I am honored that our company has been chosen as the first recipient of the ERA Diamond Legend Award,” Guthy says. “As a founding member of ERA, Guthy-Renker remains committed to the continuing success of our association to protect, promote, and advance our industry.”

“Since our formation back in 1988, it has always been our people and our products behind Guthy-Renker’s nearly 30 years of success,” Renker adds. “We are grateful to the ERA Board for their kind recognition, and proud to receive the inaugural ERA Diamond Legend Award.”

Education and Exposition

This year’s show will also feature a new floor plan to make it easier to navigate between educational sessions and the trade show floor. A single ballroom will house the exhibit hall, where dozens of product marketers and support companies will show off their wares. Educational sessions will migrate to the Wynn’s more private meeting rooms.

Named for celebrated wine vintages and arranged alphabetically, the rooms will permit showgoers to better internalize the best practices presented. Topics will include trends in DR across traditional and digital channels; strategies for product development, promotion, distribution, and customer service; and regulatory activity and compliance.

Speakers Dean Graziosi and Frank Kern will build upon the rousing sessions they delivered at ERA’s Great Ideas Summit in February. Graziosi, a bestselling author and marketer, will advise attendees on the best ways to build relationships with prospects. Kern, a consultant and copywriter, will provide specifics on creating engagement in multiple online channels.

About 30 inventors will appear in the exhibit hall as part of the annual InventHelp-INPEX New Product Showcase. Inventors will show off their selling points in a Two-Minute Pitch on Wednesday afternoon, and five finalists will benefit from a Pitch By the Pros on Thursday. One Inventor of the Year will be named at the close of the show.

The Social Network

D2C is mostly about connecting with colleagues, of course, and it will offer ample opportunities. On Tuesday, Oct. 3, Moxies on the Rocks will prime the pump for the gala, and the D2C Launch Party will follow the awards. On Wednesday and Thursday, complementary networking luncheons will allow show patrons to nosh as they network, and Wednesday night will close out with a cocktail party.

The show’s details were still being finalized at press time, but D2C is a can’t-miss for DR professionals who want to succeed in today’s marketplace. Visit www.retailing.org/d2c for the most up-to-date information on the show. Viva Las Vegas!