Speak Up and Spread the Word: ERA Is Alive and Very Well!

By Jeff Meltzer

A challenge has been set before me to expand the notoriety and reputation of the Electronic Retailing Association. It's no small task. Let me pose a question to all of you to demonstrate why. What does ERA stand for? Is it a) Equal Rights Amendment; b) a clothes detergent; c) a realty association; d) earned run average (a baseball statistic for pitchers); e) none of the above; or f) all of the above? Only a tiny percentage of people, even those engaged in direct response, can answer this question correctly. But, with your help, we can get our association's name and mission out to more people and, as a result, help our own careers and companies' bottom lines.

I was one of the original National Infomercial Marketing Association members. Believe me, no one at that time wanted to form an association, let alone be recognized. At that time, the word "infomercial" carried a fairly negative connotation. There were no rules, no laws and no association to govern, educate or guide direct marketers. It was truly a gold rush set in a Wild West landscape. After the initial "Big Bang" that created the early DRTV companies, two things happened. First, the government decided enough was enough and demanded regulation. Second, distribution mechanisms that advertised direct response products expanded beyond TV in the U.S. and abroad. This prompted the name change to its present-day designation. With all its good intentions to reclassify the Association's missions and members, confusion was created and whatever identity we did have, we lost.

TURNING THE TIDE
How do we move the recognition needle upward? To paraphrase a president I didn't vote for, we must implement a plan utilizing a "1,000 points of light." Divide and conquer! Use the strength of a few to reach many. My plan is to publicize the key ERA strategic initiatives, activities and events using as many ERA members as possible.

Here's where all ERA members come in. My plan calls for two things: 1) Join the newly formed PR council to help create a multi-directed campaign that will touch every aspect of what ERA and its member companies do; and 2) volunteer your services or those of your company to help us implement the plan put forth by the PR committee. I've spoken with numerous leading companies in our association, and they have agreed to help by contributing their resources. ERA will benefit from the inevitable membership growth, which in turn will create more business opportunities for everyone. And here's the premium to entice you all to throw your efforts into the PR ring: Recognition.

Everyone will have the opportunity to promote their companies' efforts, or at the very least, receive a credit in ERA's newsletter, Electronic Retailer magazine or on ERA's website. Become an ERA Annual Convention or corporate spokesperson, write an ERA public service announcement for radio or TV, or donate media time. Do something and get something. More members equal more benefits and more business for us all. Speak up and make something happen for ERA. When you see our membership soar, everyone who has contributed will share in the credit.

Jeff Meltzer is the 2007-08 chairman of ERA's PR committee. He is president and founder of Meltzer Media Productions in New York, N.Y. He can be reached at (212) 868-4600, or via e-mail at jeffmeltzer@earthlink.net.