Electronic Retailer - November 2011 - 26

THE LEADERSHIP TEAM

magazine to deliver continued content value to our members and ensure the magazine’s long-term viability. Jon Congdon: Probably the most important thing we’ve done is help ERA and the trade shows improve, essentially not creating a palpable decrease in member benefits, while at the same time getting the budget back in line and inching the association back to what should be profitability in 2012. That was no easy feat! Harry Hill: We were able to focus on challenges in the industry and challenges for the organization. For the industry, in addition to dealing with the traditional advocacy and self-regulation issues, there is an increased focus on counterfeiting and global issues. As a non-U.S. based marketer, I feel that the interest in global issues is at the highest since we joined ERA. As an organization, the focus needs to be on three pillars: advocacy, information and networking. The various events certainly provide tremendous opportunity for networking and information. One of the current initiatives of ERA is to develop more proprietary information that will enhance the information value the organization provides beyond the excellent education program. ERA’s advocacy efforts and the GA Fly-In in Washington

are really a true value to the industry, but I believe, are not understood well enough nor adequately supported by the general membership. Elliott Segal: ERA’s Government Affairs group has your back. Each year, there are a myriad of bills drafted that impact and restrict the way we do business. Being a part of the GA Fly-Ins and speaking with representatives on Capitol Hill are very rewarding. ERA’s efforts up on the Hill helped resolve an overreaching bill regarding use of testimonials. Our eye on legislation is keen to ensuring that our voice is heard so our industry can thrive responsibly. ER: Over the course of the year, ERA has focused its efforts on the Brand Clarification initiative. Why is this so important? Matt Fisher: It’s important to make sure we know what our promise is to our membership and our future members. During the past years, the industry has changed significantly and we need to make sure that people who use video and TV understand how ERA can support their business. Mills: Finding the boundaries of our industry has been a problem both for ERA in the United States and in Europe. Make them too broad and you lose focus.

Make them too narrow and you exclude companies that really ought to be in the fold rather than outside it. Making it clear what ERA does and stands for – and where the boundaries lie – is a very important part of this process. Pearson: The association has to continue to evolve and become the mouthpiece of the direct-to-consumer marketing industry. It’s important to set a strategy that we not only agree upon now, but also will be smart going into the future. I think the work of the committees and collectively the board has now laid that foundation for our future success. ER: Moving forward, what other issues should the board and ERA address? Congdon: We need to realize that as a team we have way more power handling legislation that can handicap our marketing strategies. However, no one will listen to us if we don’t make sure that our members are treating consumers fairly. Always elevating our image is a valuable and never-ending endeavor. BJ Fazeli: Going forward, I feel that the board needs to focus on ways to increase membership and create revenue in order to sustain its role as the industry’s advocate. Fisher: ERA is getting focused on counterfeit to help our membership protect their products. There are millions of dollars lost to counterfeit and it affects our members significantly. Grange: It’s important that ERA remain a relevant organization to companies doing business in our industry. I’d like to see us really flesh out our education, both from a content development and communication vehicle standpoint, so that we are the go-to industry resource for trade, media and government affairs. It’s also important to remain vigilant in both our government affairs initiatives and our self-regulation program, harnessing the power of our membership base, and important membership dues, sponsorship fees and Political Action Committee (PAC) contributions to advocate for industry best practices and to protect our businesses.

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electronicRETAILER | November 2011

5/27/11 8:43:03 PM

Electronic Retailer - November 2011

Table of Contents for the Digital Edition of Electronic Retailer - November 2011