Rising to C-Level

By Rick Petry

As the debate rages on as to whether corporate types are going to take over the direct response airwaves--swinging their brands like a mace that leaves direct response-built brands in a ruinous heap--an odd nexus has occurred. Blue-chip brands are establishing a new DR order, while DR-made brands are leaving their roots to live in bricks and mortar. And it's no longer the freshly minted MBA getting a queer look when he utters from the far corner of the board room, "What about direct response?" Indeed, such queries are now coming from the C-suite, as in CEO, CFO, COO or CMO who seek yet another set of initials that may have eluded their marketing efforts to date: ROI.

After surviving the after-effects brought on by the dot-com boom/bust, the notion of accountable advertising should be met with a sobering welcome by marketers of every persuasion. After all, as direct marketers we speak to the heart of that old adage, "I know half my advertising works, I just don't know which half"--which makes direct marketing practitioners want to jump up and down like a little leaguer with a corked bat and shout, "Pick me!" And many brand advertisers--from Hoover to Procter & Gamble to Weber--are embracing direct marketing in droves. Perhaps part of the reason why is that category leaders have seen DR powerhouse brands, such as Euro-Pro, OxiClean and Thermos Grill2Go, attain iconic status muscling their way onto the shelf space that these market leaders used to dominate.

So as an industry, it's time we stopped apologizing for what it is we do. We don't need to perpetuate the old stereotypes by saying things like, "You might be surprised to learn who buys from DRTV. It isn't a woman who lives in a double-wide clad in curlers, sharing Bon Bons with her Shih Tzu (not that we wouldn't gladly take her order)--it's you and me." I once rented an RV and I have a Schipperke, incidentally. If the C-men and women are asking to set sail with DRTV, they already know which way the wind is blowing.

Several years ago, I was in Sears during the holidays. While strolling amid the Trim-A-Home Shop, I came upon a Craftsman RoboGrip Christmas ornament. To fully understand the odd serendipity of the moment, it is helpful to recall that RoboGrip was a product that had languished on the shelf, because consumers didn't understand what the heck this galvanized steel widget with T-Rex-like jaws actually did. Transformed by the mighty power of DRTV, the RoboGrip pliers became the best selling hand tool in Sears' history. And there it was, gleaming in all its fetishistic glory--holding court with the power tool ornaments.

I can only imagine that every C-level executive's eyes would be aglow this gift-giving season if they saw their product not only underneath the tree, but adorning it as well. The truth is you don't need mistletoe to kiss off ineffective advertising. The elves of direct marketing are standing by ready to bring your products to market via DR--PDQ.

Rick Petry is president of agency services for Euro RSCG 4D DRTV, a full-service direct marketing agency based in Portland, Ore. He can be reached via e-mail at rick.petry@eurorscg.com.