Electronic Retailer - February 2012 - 13

for our customers, Vice President of Business Development Curtis Kleinman says the company is proud of the team’s successful July launch and of it has accomplished in the months since. The Rapid Response Team can respond within minutes and hours to nearly all requests. It is also available to help its priority e-commerce and direct response customers during off-hours, including evenings and weekends. For more information, visit www. swipellc.com

Cannella Response Television Moves to New Headquarters
BURLINGTON, Wis. – Ca nnel la Response Television, the largest infomercial media company in the DRTV STATWATCH BY IRV BRECHNER

industry, has moved into its new corporate headquarters. The newly constructed building doubles Cannella’s space to 9,600 square feet in order to accommodate a significant staff expansion necessitated by record growth for the company. The new address for Cannella Response Television is 848 Liberty Drive, Burlington, WI 53105. The company’s main phone number, (262) 7634810, remains the same. “We have been eagerly anticipating this day since we broke ground on our new building in June,” says Frank Cannella, founder and executive director of Cannella Response Television. “Our new headquarters is testament to our continuing growth, our standing as DRTV industry leaders and, most significantly, to the people here who made it all possible.” 10-30 second videos, using existing footage that you’ve already shot, repurposed for a different purpose. One might be “See how it works” with animation of the product’s operation. Another might be “See what a professional says” with one or more video testimonials. Or “Hear what the inventor says” with a video interview of the products’ inventor. Think short and sweet “video bursts” that take advantage of our insatiable appetite for video. Chances are good your online conversion rate will benefit. *MarketingExperiments quoted in SeeWhy Webinar, 11/8/11; Internet Retailer, 4/10/11 **BizReport, 10/26/11 Irv Brechner is EVP and creator of Acquirgy’s Customer Acquisition IntelCenter and can be reached at irv@acquirgy.com. Look for an extended version of StatWatch in the ERA Knowledge Center.

As video takes over the web (180 million Americans watched online video in a single month**), having extensive video on DRTV product websites is a no-brainer. While many DRTV advertisers do indeed have their short- or longform commercials on their websites, that’s often where it ends. With all the video footage marketers have, there’s an opportunity to take it to the next level. Let video do the selling instead of dense text. Think a slew of

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Electronic Retailer - February 2012

Table of Contents for the Digital Edition of Electronic Retailer - February 2012

Calendar of Events - Upcoming Industry Events February through May
Your Association, Your Bottom Line
Industry Reports - Connect, Collaborate and Discover with MyERA
FTC Forum - Where the FTC Says Facebook Went Wrong
eMarketer Research - Who is the U.S. Hispanic Market?
IMS Retail Rankings - The Top 25 Shows and Spots
Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
From the Executive’s Desk - Create the Complete Package
DR Disruption
Bienvenido a Miami!
Interactive TV: Just a Click Away
What Your Consumer Says About You Matters
Guest Viewpoint - For Hispanic Vote, the Campaign is On
Guest Viewpoint - Own Your Own Online Media
DRTV - Supporting Retail: Is This the Answer?
Fulfillment - Are You Delivering a Great Customer Experience?
Teleservices - Stop Losing Thousands of Leads
Member Spotlight
Advertiser Spotlight - Highlighting This Month’s Advertisers
Bulletin Board - DG and Discovery Launch Digital Distribution System
Advertiser Index
Classifieds
Rick Petry - MINI Me
Electronic Retailer - February 2012 - cover1
Electronic Retailer - February 2012 - cover2
Electronic Retailer - February 2012 - 3
Electronic Retailer - February 2012 - 4
Electronic Retailer - February 2012 - 5
Electronic Retailer - February 2012 - 6
Electronic Retailer - February 2012 - Calendar of Events - Upcoming Industry Events February through May
Electronic Retailer - February 2012 - Your Association, Your Bottom Line
Electronic Retailer - February 2012 - 9
Electronic Retailer - February 2012 - 10
Electronic Retailer - February 2012 - Industry Reports - Connect, Collaborate and Discover with MyERA
Electronic Retailer - February 2012 - 12
Electronic Retailer - February 2012 - 13
Electronic Retailer - February 2012 - FTC Forum - Where the FTC Says Facebook Went Wrong
Electronic Retailer - February 2012 - 15
Electronic Retailer - February 2012 - eMarketer Research - Who is the U.S. Hispanic Market?
Electronic Retailer - February 2012 - 17
Electronic Retailer - February 2012 - IMS Retail Rankings - The Top 25 Shows and Spots
Electronic Retailer - February 2012 - 19
Electronic Retailer - February 2012 - Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Electronic Retailer - February 2012 - 21
Electronic Retailer - February 2012 - Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Electronic Retailer - February 2012 - 23
Electronic Retailer - February 2012 - Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
Electronic Retailer - February 2012 - 25
Electronic Retailer - February 2012 - From the Executive’s Desk - Create the Complete Package
Electronic Retailer - February 2012 - 27
Electronic Retailer - February 2012 - DR Disruption
Electronic Retailer - February 2012 - 29
Electronic Retailer - February 2012 - 30
Electronic Retailer - February 2012 - 31
Electronic Retailer - February 2012 - Bienvenido a Miami!
Electronic Retailer - February 2012 - 33
Electronic Retailer - February 2012 - 34
Electronic Retailer - February 2012 - 35
Electronic Retailer - February 2012 - Interactive TV: Just a Click Away
Electronic Retailer - February 2012 - 37
Electronic Retailer - February 2012 - 38
Electronic Retailer - February 2012 - 39
Electronic Retailer - February 2012 - What Your Consumer Says About You Matters
Electronic Retailer - February 2012 - 41
Electronic Retailer - February 2012 - 42
Electronic Retailer - February 2012 - 43
Electronic Retailer - February 2012 - Guest Viewpoint - For Hispanic Vote, the Campaign is On
Electronic Retailer - February 2012 - 45
Electronic Retailer - February 2012 - Guest Viewpoint - Own Your Own Online Media
Electronic Retailer - February 2012 - 47
Electronic Retailer - February 2012 - 48
Electronic Retailer - February 2012 - DRTV - Supporting Retail: Is This the Answer?
Electronic Retailer - February 2012 - Fulfillment - Are You Delivering a Great Customer Experience?
Electronic Retailer - February 2012 - Teleservices - Stop Losing Thousands of Leads
Electronic Retailer - February 2012 - Member Spotlight
Electronic Retailer - February 2012 - 53
Electronic Retailer - February 2012 - Advertiser Spotlight - Highlighting This Month’s Advertisers
Electronic Retailer - February 2012 - Advertiser Index
Electronic Retailer - February 2012 - Classifieds
Electronic Retailer - February 2012 - 57
Electronic Retailer - February 2012 - Rick Petry - MINI Me
Electronic Retailer - February 2012 - cover3
Electronic Retailer - February 2012 - cover4
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