Whether you’re brand new to the Direct Response industry or a seasoned marketing expert, ERA’s pre-conference workshop offers DRTV best practices that will help you gain a better understanding of this exciting industry, as well as expand your business opportunities.
Renowned DR marketing expert Jordan Pine of SciMark leads this special half-day workshop, featuring the basic fundamentals to more advanced marketing techniques. No matter what your level, this Pre-Conference Workshop offers you valuable tools that will help you add revenue to your bottom line.
|1:00 pm - 1:15 pm||Welcome and Introductions|
|1:15 pm - 1:45 pm||8 Qualities of a Great Product
While there are no magic formulas, history has demonstrated products that meet these eight criteria have the best odds of DRTV success. Does your product have what it takes to be the next X-Hose or PedEgg?
|1:45 pm - 2:15 pm||Good Categories, Bad Categories
In the last five years, just a few categories have delivered most of the DRTV winners while a handful of others have routinely produced losers. During this 30-minute session, you’ll learn where to focus your attention and how to avoid pitfalls when selecting a product category.
|2:15 pm - 2:30 pm||Coffee Break|
|2:30 pm - 3:00 pm||The Mythology of DR
The unique quirks of the DRTV business are best described using metaphors from mythology. Learn about the Siren, the Phoenix, the Ouroborus, and the Sisyphus Project.
|3:00 pm - 3:30 pm||TV by the Numbers
It doesn't take a degree in accounting to know whether a DRTV campaign is working, just a solid command of these key metrics that anyone can calculate. You’ll walk away with a better understanding of where your marketing dollars are going and whether or not you’re getting a good return on your investment!
|3:30 pm - 3:45 pm||Coffee Break|
|3:45 pm - 4:15 pm||Spots That Sell (10 Tried & True Techniques)
Originating with the pitchmen of yesteryear and perfected on TV, these direct-selling techniques have passed the test of time. You’ll learn the tricks of the trade that some of today’s must successful producers and pitchmen are using in their commercials.
|4:15 pm - 4:45 pm||Fixing a Flop
Completing a DRTV test is an expensive and time-consuming process so what can you do when it fails? Discover the three things that can have a meaningful impact on response.
|4:45 pm - 5:00 pm||Wrap-Up|
|Thru Oct 2||On-site|
Already registered for the show? Please purchase your Pre-Conference Workshop tickets here. Use the login info included in your confirmation email. Click on the bullet "Pre-Conference Workshop Tickets" and proceed to purchase your tickets.
Jordan Pine, a consultant specializing in short-form DRTV, is the Founder & President of SciMark. Primarily, he helps companies choose what products to pursue and writes and develops scripts for short-form TV commercials. His recent successes include the Grab Bag reusable shopping bag, the Magic Mesh screen curtain and the Wraptastic food wrap dispenser. During his 12-year career, Jordan has helped launched hundreds of DR projects, many of which – such as the Finishing Touch and Micro Touch hair removers and the HD Vision line of sunglasses – have gone on to become household brands. He also helped pioneer two methodologies for identifying winning TV products that have become industry standards: online surveys and Web testing. Jordan is the author of the “The SciMark Report,” a popular industry blog with more than 1,200 subscribers. He also contributes monthly to the ERA blog.