Warriors, Workers, Whiners & Weasels

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Through a combination of tough love and humor, you will:. Elected officials seldom realize the full cost of allowing haphazard growth. Planners need tools that clearly show elected officals the expense of servicing scattered development.


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This book proposes using committed land analysis to confront these problems. This easy-to-use technique encourages growth in areas already served by infrastructure, makes clear the cost of public services connected to land development, and helps guide development. About this Item: Xephor Press, Very Good: a copy that has been read, but is in excellent condition.

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United Kingdom. We've just produced and second drive-time "moments" with Rodney Dangerfield. Currently, the program is on between 30 and 40 stations nationwide, and we expect it will be syndicated on stations by the end of the year.

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We are also repurposing DRTV footage into compelling Web footage to increase sales and are currently in the planning stage on Web productions designed to increase online sales. We launch and manage blogs for clients, and we currently have a major media test in conjunction with TiVo. We also do Web-based consumer research for clients with consumers that have responded to DRTV initiatives, and have taken infomercial footage and repurposed it into response DVDs for use in over 20 foreign countries.

Respond2 works mainly with brand advertisers, or those who are seeking to build a brand. Can you tell us about some successful DR campaigns you've created for companies who previously only used traditional advertising methods? They were a client of mine as far back as when I was still at Tyee. Over the last year we have done a lot of work with America Online and Netscape using an acquisition model for their broadband products. It was a minute show that was a spoof of an infomercial with Billy Dee Williams as the host honoring various showbiz celebrities including Beavis and Butthead.

It's actually good entertainment as well as being an infomercial. We have campaigns in development for several other major brands that we can't talk about at this point. A successful DRTV campaign requires full and successful integration of the following components: creative, offer, media, response management telemarketing and Web , and fulfillment and customer service.


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So, from our perspective, fulfillment and customer service are essential components of the campaign. When done incorrectly, they result in lost orders, which bring the entire pyramid down.

Book Review Warriors Employees Whiners And Also Weasels

Clients who have done direct response in other formats like telemarketing and mail shots but have never done DRTV don't always understand the huge spikes that an infomercial can bring. They might have their own in-house call center with 50 to seats that they keep open five to eight hours a day and are resistant to the idea of using an outside response management firm.

Another problem is when corporate policy is to drive customers to the company's main Web site rather than to a unique URL that brings the customer right to the offer with on a trackable splash page.