Mike Newman's blog

Lead Generation via DRTV is a Natural

Submitted by Mike Newman on Thu, 09/02/2010 - 15:25
By Gene Silverman, VP Marketing Services/Account Management, Hawthorne Direct
 
As a huge baseball fan, one of my all-time favorite movies is “The Natural.” Robert Redford plays the great Roy Hobbs, author Bernard Malamud’s fictional baseball star, who could throw a fastball so nasty that it would make Babe Ruth flail at thin air. When Roy himself was up to bat, his swing was as sweet as cherry pie and at the climax of the movie, his Pennant winning homerun off the light standard in right field ignited a fireworks display of mythic proportions.
 
Wouldn’t it be great if you could connect with your prospects with a call to action, just as natural as Roy Hobbs’ silky smooth swing connected with a baseball?


Back to the Future, The Brandmercial

Submitted by Mike Newman on Thu, 09/02/2010 - 14:55
Ok, I admit to stealing the title of this article from the wonderfully entertaining Michael J. Fox movie trilogy. But in marking the 25th anniversary of the first Back To The Future movie, nothing could be more appropriate for the most exciting form of DRTV – the Brandmercial.
 


Creating Demand: The Secret of DRTV

Submitted by Mike Newman on Fri, 07/30/2010 - 17:03
What a great idea! It solves my problem! That’s a better way! Now it’s easy! I’ve got to have it! All of these statements, and hundreds more just like it, are common thoughts we all have when watching Direct Response Television. And of course, these are thoughts the creative geniuses who write and produce DRTV want you to have. Why? The obvious answer is because products and services are being sold and sellers want viewers to buy. But that’s putting the cart before the horse. The real answer, and not so obvious to the viewer, is DRTV’s ability to create demand. Whether it’s a product or service no other form of advertising has the ability to create demand like DRTV. 


Hoover Selects Hawthorne For DRTV

Submitted by Mike Newman on Fri, 07/02/2010 - 20:11


Watch TV, Go To The Store

Submitted by Mike Newman on Wed, 06/30/2010 - 21:37
"How can my retailer's sell more of my product?" has long been the million dollar (or multi-million dollar) question and primary frustration of product manufacturers. Rebates, discounts, print advertising, delayed billing, displays, in-store demonstrations, give-aways, consignment, customer service reps (read salespeople), and other enticements, inducements, and promotions often produce mixed results at best.   Even when some of these methods succeed in selling more product the expense of the promotion often result in smaller profit margins for the manufacturer.


What Consumers Watch: Americans Spend More Time With Video Than Ever

Submitted by Mike Newman on Fri, 05/28/2010 - 11:03

Consumers devote 3.5 hours a month to using TV and the Internet simultaneously

We are seeing more and more evidence that video advertising needs to be a three screen strategy - television, web, mobile.  According to The Nielsen Company and
their Three Screen Report for the 4th quarter of 2009, the typical American continues to increase his/her media time, watching each week almost 35 hrs of TV, 2 hrs of timeshifted TV, 22 minutes of online video and 4 minutes of mobile video, while also spending 4 hours on the Internet.  In addition, Americans now spend 35% more time using the Internet and TV simultaneously than they were a year ago – now spending up to 3.5 hours each month surfing the Internet and watching TV at the same time.



But Wait, There's More!

Submitted by Mike Newman on Tue, 05/11/2010 - 11:51

 

But Wait, There's More!

By Mike Newman, Director, New Business Development, Hawthorne Direct

Most people know how powerful Direct Response Television (DRTV) can be when selling a single product.　 Billions of dollars a year of a never-ending array of products are purchased through DRTV.　



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