July 2009 – ERA Directs Summer Blockbuster

With a new CEO at the helm and a redesigned format, ERA’s 2009 D2C Convention may just be the surprise hit the direct response industry has been waiting for.

By Pat Cauley

Let’s say you just walked out of a mediocre movie. This movie had many scenes that you truly enjoyed. However, it also had some scenes that could use some serious editing or even cutting. Imagine if you had the ability to go back and change whatever it was about the movie that was just so-so. This is the approach that ERA President and Chief Executive Officer Julie Coons took when looking at ways to revamp the annual ERA convention.

A LOOK BEHIND THE SCENES
“I think that if members and participants take a look at the conference as it’s now designed, they will see that their voices have been heard. From the time that I’ve been on board, both the board of directors and myself spent a significant amount of time talking to and listening to members, exhibitors and sponsors. And what you see now is a direct result of member engagement and input, and this is a plan that was well vetted and approved by the board, which I think is very much a reflection of what the members wanted to see and will see this fall,” says Coons.

She went on to describe a number of areas where feedback was taken into account when planning the D2C Convention. “This year, the trade show has a no-cost or low-cost access, to obviously enable all participants and members of the industry to be able to engage with our exhibitors, which is a tremendous value to everyone. We have adjusted the show floor to accommodate more seating and meeting space, and there are private meeting rooms on the floor that are available on a standalone basis. Free lunch will be served both days on the show floor. We’re taking that buzz that we know exists in the hotel property and moving that onto the show floor in a way that’s accessible and affordable,” says Coons.

One major change off the bat was the show’s theme. “This is a revamped show with new pricing, a new look and feel, new show-floor activities, and new excitement and buzz. We are taking the bull by the horns and we’re not letting up,” says Dave Martin, vice president of marketing at ERA.

Coons concurs, explaining that she’s most excited about the new D2C (direct to consumer) brand that ERA has adopted. “The reason that the brand is important is because I think it speaks to a much broader community of our members and broader community within the industry,” she says. Coons is also keen on the expanded education platform available for attendees. “We’ve built out education in such a robust way that we need to start the education a day earlier than in years past. The opening night party is also a day earlier on Sunday, September 15. Everything is almost happening a day earlier this year because we just have so much more to offer,” she says. And the offerings begin with a unique spin on the traditional trade show floor.

2009 ERA D2C Convention Education Tracks:

Track One–Direct Response Each of these presentations and panel discussions will prove valuable to both the veteran direct response marketer and those just testing the waters of DR. Whether it’s a discussion on how to refine under-performing campaigns, how to craft the perfect offer or when the use of celebrity endorsers justifies the expense, each session will provide actionable, real-world information from industry experts at the top of their games.

Track Two–Digital Marketing The online and mobile marketing landscape is constantly shifting, with new platforms, technologies and marketing techniques emerging on a seemingly weekly basis. Rather than explore the latest online fads, industry thought leaders will help you separate cutting-edge best practices from the hype. Each session will identify proven techniques for leveraging those digital platforms that matter–those that generate revenue. Speakers will provide three to six tangible takeaways that you can immediately put into practice in your own business to better leverage this incredibly powerful marketing medium.

Track Three–Operations and Profitability It’s an overlooked subject area, but one with perhaps the most immediate impact on your bottom line: how to operate your direct-to-consumer retail business more efficiently and identify those tools and services that can truly increase profitability. You’ll learn how to organize and harness the power of your data, getting the most out of your media buy or how the new economy will affect your business. It’s a can’t-miss track for the business owner or C-level executive.

ROLLING OUT THE RED CARPET
One of the biggest concerns about exhibiting or attending a conference is a lack of action on the trade show floor. Coons is looking to transform the show floor into a true marketplace of buyer/seller engagement. Martin stresses that pricing is key. Free show-floor-only passes, reduced pricing for additional exhibitor staff, a cyber café and an international lounge are all elements brought forward this year to elevate traffic.

“The D2C Catwalk will be very exciting, as well as the return of the new product showcase and inventors as part of the product theater,” says Martin. Coons sees the trade- show-floor dilemma as a two-part question. The first being: how do you get people on the show floor?

“Well, the first thing you do is make it lower cost and accessible to both members and non-members alike. The board has approved it and that’s at no small cost to the association, but the return is, obviously, satisfied members, exhibitors and sponsors and that will over the long run be so important to the strength of the association,” says Coons. The second question is: how do you keep people on the show floor once they’re there?

“The way you keep folks there is you have accessible seating to encourage people to stay on the show floor and really use that as a meeting space. We have standalone meeting rooms for people who want that greater degree of privacy. We have a catwalk that will be scheduled with all kinds of fun and exciting short activities, such as fashion shows and Pitchmen duels,” says Coons.

In the end, Coons says the main objective of the floor is to create a dynamic environment that attendees want to stay in. “We’re going to have an Internet café near the show floor and also have food and beverages available in and around the space. We really want to create a great cocoon where this industry will be able to bump into everyone they want to see,” she says.

CAPTURING NEW AUDIENCES
While the goal of the entertainment industry is to attract moviegoers from all walks of life, ERA is looking to expand its attendee base far beyond the usual suspects.

“We are using D2C video interviews within social media to drive new blood, a D2C blog and Twitter. We’ll do a TweetUp at the show and use Twitter beforehand on a regular basis to spread the word. We also have the use of video overviews of the education tracks, with the goal of going viral. We’re also working on targeted partnerships,” says Martin. The D2C Convention’s microsite has more features and detailed information for attendees, exhibitors, sponsors and the media than ever before.

ERA is also looking to new arenas within its own industry, which may have been left out of the fold before. “We’re having a new focus on the financial aspects of the industry, which I think is new for ERA. We’re really emphasizing the financial dynamics of this industry. This will be evolutionary for us and also bring us new audiences,” says Coons.

EDUCATION OFFERS BONUS FOOTAGE
Although ERA’s membership is comprised of well-seasoned experts in the DR profession, with the way media is rapidly changing, there is always room for a little further education. “We’ve expanded our education offerings so that we have a greater variety not only for new comers to the industry, but for veterans as well,” says Coons.

In keeping with the theme of revamp and change of an old formula, ERA is delighted to announce Montel Williams as the keynote speaker for D2C. Courtesy of Tristar Products, Williams will bring his unique formula to the table explaining to attendees how he revolutionized conventional direct response by combining elements of the infomercial with his well-known talk show format to form what he calls the “Talkmercial.” ERA Executive Vice President, Gina Mullins-Cohen, couldn’t be happier.

“This year’s education program provides attendees with a comprehensive package that covers just about every discipline imaginable representing the direct-to-consumer market. And to make it more worthwhile for attendees, we’re presenting tracks, power sessions and keynotes that range from the basic fundamentals to more advanced practices,” she explains.

To accommodate the many educational offerings, ERA has made some significant adjustments to the schedule. Among the biggest changes is the move to Sunday. While there will be educational sessions on Monday and Tuesday, the majority will take place on Sunday. This is when the tracks will be held. Mullins-Cohen adds, “The tracks are another noticeable change that will make education available to all parts of the industry–all positions and all facets.” The three tracks are direct response, digital marketing, and operations and profitability.

It’s Your Industry–Get Involved!

“The D2C event’s primary purpose is for the industry to come together in a business development oriented-environment. Having said that, it’s important that our participants understand that the association is active not just those three days, but all year long,” says Julie Coons, ERA president and chief executive officer.The ERA Leadership Dinner on Monday, September 14, is where the ERA PAC (political action committee) raises significant funds each year to give the industry the ability to go out and work with legislators on a year-round basis to help advocate for and educate them about the great things that this industry brings to consumers. For more information, contact Bill McClellan at (703) 908-1032, or via e-mail at bmcclellan@retailing.org.

SHINING A SPOTLIGHT ON DR
Another difference this year, as opposed to years past, isn’t necessarily coming from ERA, but from outside influences. The perfect storm scenario of Madison Avenue’s respect coupled with an economic downtown and the rise in popularity of affordable As Seen on TV products has heightened awareness levels in ways the industry has never seen.

Even CNBC recently had an hour-long special on the industry that portrayed it in a well-deserved, good light. So, aside from the benefits of business development, education and networking, the industry also has a reason to come together just to celebrate!

ERA and the industry know how to celebrate in grand style with its annual Awards Gala. “This year, we’re turning the awards up a notch with a more refined program along with a high-style production that will certainly shed a well-deserved spotlight on those who are fortunate enough to be called upon to step onto the stage and accept this prestigious honor,” says Ashley Cavell, ERA’s director of education.

Although ERA does not want to reveal all that it has in store for attendees at the D2C Convention, there is much speculation out there. “I think there is absolutely a heightened awareness and recognition among not only the marketing and advertising industry, but also the public to the power of direct-to-consumer marketing. ERA, as an association, is at the forefront on a year-round basis advocating for this industry. There’s no question that in these hard economic times and with the maturity of this industry, which is incredibly bottom-line oriented, the D2C is a great opportunity for the industry as a whole and ERA to be well recognized in this arena,” says Coons.

In this day and age, the very idea of a trade show can sometimes seem obsolete, especially with the advent of new technologies that make it easier for people to connect. However, this is not the case with the direct response industry. This is an industry built on personal trust, connections and relationships. “The D2C Convention is the annual place where the industry leaders and the broadest cross section of our industry come together to meet, learn and collaborate, and each one of us does it in a variety of different ways and so that’s why you see the mix of networking, business development and recognition, which you’ll continue to see with the ERA Awards Gala,” says Coons. Hopefully, you’ll register for the convention and see what all the fuss is about.

To learn more about ERA’s 2009 D2C Convention, please visit www.d2cshow.org.