Dream Team Direct is pleased to announce it will be participating at the upcoming INPEX Show as the Supply Chain Expert in the INPEX Direct Response pavilion! 

INPEX^®, America’s largest invention trade show, provides a forum for inventors to exhibit their inventions, share ideas and attempt to make contacts with companies interested in licensing, marketing or manufacturing new products.  This year marks the 25th Anniversary of the show and will be held June 16-18, 2010 at the new Monroeville Convention Center, just minutes from downtown Pittsburgh, Pennsylvania. 

INPEX^® is excited to announce the addition of a new Direct Response Pavilion at INPEX^® 2010!  This new pavilion, like the existing three pavilions on the show floor, the Prototyping, Contract Manufacturing, and Intellectual Property Pavilion, has been created so that inventors can meet with each of the companies in the pavilion about the services they provide. Inventors are encouraged to stop by the new Direct Response Pavilion and ask questions relating to direct response TV and web marketing to companies such as Dream Team Direct, your one stop shop for direct response services. 

Visit Dream Team Direct Inc. at INPEX^®, the Invention Show, June 16 – 18, 2010
 

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An Interview with Media Stream Direct President Eitan Cohen

How has the economy affected the television media buying business?

The recent changes in the economy have had a dramatic impact on the direct response industry.  As the unemployment rate continues to rise, disposable income of those who could potentially, and would otherwise, buy products on TV, continues to decline. Even those who still have jobs have been tightening their belts and paying closer attention to any discretionary spending.  In general, we have noticed two key changes in response metrics. The first has been a drop in call volume at the call center level. Second is call conversion. Those who actually call in are not converting as well as they once did. As potential customers call, they now more often become fence sitters, and decide not to order as they reconsider their personal finances. These two changes have forced us to dig deeper to come up with ways to maximize the media ROI, utilizing strong relationships we have with television networks and stations. Both the television stations and marketers are under increasing pressure to improve their bottom line. It is during these times where we truly strive to find win-win solutions through creative packaging and time period optimization. 

Have you altered your messaging as a result of the changing economy?

Yes. Over the last 12 months, we have seen a major shift in on-screen offers. Many creatives that previously would have displayed multi-payment on-screen offers have shifted to 30-day risk-free trial offers, typically with a trial amount of $14.95. By shifting the on-screen price structure, and thereby allowing consumers the ability to try a product for a lower out-of-pocket initial cash outlay, we have noticed a call volume increase of between two to three times on average. This significant increase has taken shows that may otherwise have been dead in the water, and has moved them into successful and proftiableroll out shows. As consumer confidence and consumer spending are the driving factors in today’s direct response media environment, we have worked closely with our clients to help them create an enticing value proposition, which has been critical in driving calls and ultimatelysales. 

When in the early planning stages of a campaign, what’s the process for deciding how to allocate dollars to the various media channels?

Compiling the correct media mix in the testing stage of any product campaign is critical. We have had marketers come to us with initial test results from other agencies that were dismal. Once we analyzed these test results, ,we were able to easily see that the media tested did not have strong correlation with actual media that performs well for that product specific category. By adjusting the media test philosophy and eliminating the media as a variable, we have been able to demonstrate to marketers the real potential, and to create life out of shows that were previously thought to be failures.  When testing a new show, the most important aspect is to get a read of the viability of the show in the marketplace. Our recommendation has consistently been to mix both small-to-medium sized national cable media with broadcast media stations in markets that have a strong history of success for the product category. What you don’t want to do is to wonder at the end of the test whether the media chosen was the problem. During testing, you want to eliminate as many variables as possible. Our focus is to eliminate the media as a variable by ensuring to run media that has a consistent and recent history of success for the particular product category at hand. We strongly encourage marketers who are considering walking away from a show that did not test well to have us review the show and propose a beta test. The different testing approach and media choices can yield a surprisingly positive outcome.   

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 To Rent or Not to Rent...Finally the Answer

By Steve Cararra, VP Business Development of Macromark 

Imagine you just identified a company asset that could generate 6 or 7 figures in annual revenue.  Imagine that your company would incur absolutely no financial cost to implement this new revenue stream and none of your organization’s resources would be required.  Imagine that there are companies that are eager to partner with you to assess the value of your asset and maximize the revenue you can earn from it, handling every aspect of the project with no cost to you.  Imagine that you could begin the process of monetizing this asset by the time you finish reading this article.   

Now stop imagining.   

If your company markets products or services directly to your customers, then you have the asset described above.  You can generate substantial “list rental” revenue by allowing non-competitive companies to market their products to your customer base.  The process is so simple that once you bring your database to market, you’ll immediately start to calculate how much revenue you would have made if only I wrote this article sooner.   The easiest way to get started is to contact a few list management companies and get more details.  In the meantime, here are some helpful hints and answers to a few frequently asked questions that will give you a better understanding of the process. 

My customer database is my most valuable asset.  Will making it available for list rental have a negative impact on my core business?

This had better be the first question you ask.  Fortunately the answer is very simple.  It will not have a negative impact on your core business.  You never give up ownership of the data.  You are simply allowing certain companies to rent your file for a one time use in a completely controlled environment- you set the rental price, you approve which companies can have access to your data, you approve what data they can have access to, you approve when they can market to your customers, and you approve the channel in which they can communicate to them.  You can prevent any company from having access to your database.  At no time do you ever relinquish control of who communicates to your customer database. 

Will my data be safe?

The best list management companies understand the importance of data security and take every precaution to keep your data safe and maintain proper data hygiene.  A few also offer database monitoring services and carefully track the usage of your data.  This will be an important consideration in selecting your list manager.  

What is my data worth?

The million-dollar question.  There are a number of variables that factor into the monetary valuation of data.  Some of these include: the size of the database, the selectivity (can you select by purchase amount, product category, recency of purchase, consumer demographics, etc.), the uniqueness of the data – is similar data abundantly available in today’s market, the accuracy and hygiene of the data, and marketability – is the data available in high demand.  Lists of direct response buyers (infomercial buyers, Internet buyers, telemarketing buyers, direct mail buyers) are typically the top performing lists and generate the most revenue. 

What data should I make available?

You can make whatever data you want available.  Factors that should be considered when deciding this could include: what data has the most value to other companies, are there certain data points that you would rather not share, are there any legal restrictions with any of your data, and does your own privacy policy as currently written prevent you from releasing any data.   

How to choose the right List Manager

In my experience, the list manager selection is based almost entirely on revenue potential.  A manager’s ability to generate revenue is impacted by a number of things: The quality of the salespeople.  This is self-explanatory.  The sales executives marketing your file on a daily basis will have the most impact on the success of this venture. The list manager’s marketing budget.  A list manager should be willing to spend an adequate portion of their revenue back into the marketing of your database.  This can be in the form of trade shows they attend, space ads in trade publications, direct mail and email promotions, etc. Their competence in your market.  You may be hesitant to hire a list manager that already represents the customer databases of your competitors.  This is the wrong decision.  The fact that they are representing your competitors means they have an understanding of your market.  Those companies should be at the top of your list.  A list manager’s ability to cross-sell from one list to another is an opportunity too good to ignore.  For example, if your company sells goods through DRTV, you would want to strongly consider a company that has experience marketing lists of infomercial buyers.  If you are an online marketer, you want a manager with a stable of clients that market in this channel. While I strongly believe that revenue is the most important variable, there are other factors to consider when choosing a marketing partner.  Dig in to their due diligence policies in keeping your data in a secure environment and their monitoring of the users of the data.  Check their accounting practices - their ability to collect, report and disburse revenues in a timely fashion.  Call the references- a list manager should be willing to offer you their clients’ contact information so you can determine if they regularly meet expectations. Every company that has a database of customers should at the very least consider this opportunity.  Whether your database is large or small, B2B or consumer, DRTV or direct mail sold, the potential value of this asset is just too great to ignore.   
 

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Go West ... Not Just for Gold

By Maria Martiniello, Sales Support & Marketing manager, Corus Custom Networks 

Over the next few weeks the eyes of the world will be focused on the Western most parts of Canada.  The Winter Olympics will serve as a catalyst initiating, for many of the world’s peoples, their first exposure to the paradise that is our small part of the world.  Although the focus will specifically be on Vancouver and Whistler, the rest of the West will undoubtedly enjoy the “spill over effect” from the global exposure that these types of events bring to the host nations.  For many, this will be their first look at the topography and beauty of our land and they will be in awe.  Many will see this as an opportunity for future vacations or perhaps business expansion. 

As a marketer and Western Canadian I hope you are exposed to the people of the West and the nuances that make them unique.  I also hope you see the diversity and potential of this largely underdeveloped marketplace … I hope you will see the opportunity. 

When most people around the world think of Canada, it conjures up a number of well engrained images of snow, wilderness, vast open spaces, lakes and rivers,  and of course Montreal, Toronto, and now Vancouver.  As a Canadian who has lived or worked in most of the regions of our country, this has always bothered me.  I am embarrassed to tell you, while working abroad or on vacation, the number of times I get asked if I know somebody’s distant long-lost relative that left their home country for the wilds of Toronto, Ontario, Canada many years ago.  On my best days I am compelled to explain the geography and on my worst days I typically start with “my igloo is a lonely place….”. 

The reality is a comparatively wealthy, culturally rich, highly tech savvy, broad consumer market that is geographically dispersed, East to West, with the majority of the population living within 250 miles of the US border.   In these tough global economic times we are all looking for unrealized potential that in good time may have remained hidden because of our successes.  I am positive that Western Canada represents one of these overlooked opportunities. 

Over the past few decades the Major Urban markets Winnipeg, Saskatoon, Regina, Calgary, Edmonton, Vancouver and Victoria have grown quite cosmopolitan, each offering their unique propositions to prospective business ventures and visitors.  Because of their geographic separation each city has been able to retain their individuality and therefore offer marketers a chance to personalize their messaging to appear hyper-local with their offer and call to action.  Again, because of geography some of our rural markets have limited access to new products or large retailers.  This defines an underserved marketplace … an opportunity. 

Quick Population Facts about the West

The combined population of Western Canada as of 2005 is nearly 10 million, including approximately 4.1 million in British Columbia, 3.3 million in Alberta, 1.0 million in Saskatchewan and 1.1 million in Manitoba. This represents about 30% of the entire Canadian population. As of 2009, the population of the region is 13 million*Major Urban Populations**:

• Vancouver: 2,116,581
• Calgary: 1,079,310
• Edmonton: 1,034,945
• Winnipeg: 694,668
• Victoria: 330,088
• Saskatoon: 233,923
• Regina: 194,971
• Kelowna: 162,276
• Abbotsford: 159,020

*Statistics Canada, April 1, 2005 estimates**Statistics Canada - Population of census metropolitan areas (2001 Census boundaries)
 

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Media Stream Direct is Hiring! 

Account Executive

We are seeking an exceptionally talented, motivated and analytical individual with a proven track record to join our team and share our passion for excellence in media management.  

Business Development Director

Responsible for all phases of the business development process, including opportunity creation, identification, qualification, pursuit and capture of new business opportunities.