 |
 |
|
"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
| - R. Gregg Marketer of Senior Products |
|
MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
ERA Interviews Peter Koeppel
Published: ERA |
| |
ERA: Peter, you have been involved in the DR industry for over 20 years. In particular,
what led you to form your company, Koeppel Direct?
Koeppel: I've been involved in brand management, general advertising and direct response marketing over
the last 20 years. Prior to forming Koeppel Direct, I was a partner in a general ad agency and we
started attracting some DR clients, who were looking to improve their results. I was impressed by
how direct response TV could precisely measure an advertiser's ROI, so I decided to start a DRTV
media buying firm. My first client, Hair Club, trusted our media buying abilities, because of some
successes we had with their franchisees. Working together, we turned their business around from near
bankruptcy, resulting in the company being sold for $40 million five years later.
ERA: Your company specializes in short form, infomercial, online and radio direct response media
buying. How do you counsel your clients and let them know which format is most effective for
their campaign?
Koeppel: We act as a multi-channel direct response marketing consultant with our clients.
Through our experience and knowledge of the marketplace, we help determine the best media
vehicles for our clients to optimize their results. Sometimes this process involves testing
more than one form of media in order to achieve the right media mix for each campaign.
ERA: With so much audience fragmentation happening and media rates continuing to rise, how do you
ensure profitability for your clients?
Koeppel: One of our larger clients told us that we buy and plan media more creatively than some other
firms he has worked with. This involves constantly researching, testing and seeking out new media
buying opportunities in the marketplace in order to maximize the profitability of our client's
DR campaigns.
ERA: What do you see as "the next big thing" to change the landscape of direct response?
Koeppel: I believe that on-demand advertising has the potential to be the next big thing in direct
response. It allows the viewer to obtain more information about a product or service, in a longer
format TV spot. On-demand provides direct response advertisers with the ability to develop a spot
length somewhere between short and long form infomercial, which should be an effective format for
highlighting and selling the features and benefits of a product or service. I also feel that
multi-channel direct response campaigns that combine several different advertising mediums will continue
to grow.
ERA: Your company frequently attends ERA events and conferences. Why do you choose to attend time
and time again?
Koeppel: ERA's events and conferences provide Koeppel Direct with a great opportunity to find out about
the latest advances in direct response, DRTV media buying, network with colleagues and clients and
develop new business, while simultaneously having a great time.
For more information on Peter or Koeppel Direct, visit www.koeppeldirect.com
or telephone 972.732.6110. Koeppel Direct is a leading multi-channel direct response media buying service.
|
| |
|
|
|
