Singer Direct VP Sees Slip in Response

Share this content:
RYE BROOK, NY -- During a question-and-answer session of the Alternate Response Media Council's "Insert Media Success Stories from a Mailer's Perspective" breakfast yesterday, Singer Direct vice president of marketing Dan Plunkett told the audience that he has seen a slight decline in response rate.

"What we've seen, just in general, is a little bit of a trail down in response rate over time," Plunkett said. He added, however, that during the past 18 months catalogers have expressed interest in diversifying what they are doing due to print, production and postage costs. He also mentioned "some of the DRTV folks who have maxed out" TV deals.

"We have been talking to people who are traditionally brand-only people," he said. "The tough thing about that is the medium is not glamorous like television. They don't really realize how massive you can get with this. You can get into the billions of impressions per year.

"We're trying to figure out how to educate the brand and agency industry as to this channel. Some of those folks are paying, literally, tens of millions of dollars to build a brand and yet never even touching a lot of the medium, and I think that's a mistake."


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above