The Electronic Retailing Association (ERA) is using direct response television to promote its annual conference and exhibition. The 60-second commercial began airing in September on more than a dozen cable networks including Lifetime, the Comedy Network, TBN, HSN, Bravo, Discovery Channel and Access.
Both the airtime and the creative and production resources were donated by ERA member organizations. The company did not immediately have a comparable value of the campaign.
The ad has aired between 3-6 times a day, and pull between 15 and 30 calls per airings, according to Jennifer Gennaro, Director of Marketing, Electronic Retailing Association. The total campaign should amount to 1,800 airings.
The spot features clips of direct response television personalities Richard Simmons, Suzanne Summers, Judith Light and George Foreman.
The commercial marks the first time the association has used television to promote its conference. “We wanted to showcase the tremendous power of direct response advertising,” Elissa Matulis Myers, ERA chief executive officer said in a statement.
The conference will begin Oct. 13 in Las Vegas.
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