German teleshopping giant HSE24 reported this week an increase in net sales of around 12 per cent to €441m, wIth EBITDA rising more than 40 per cent over last year’s figures.
“Our growth is the result of an outstanding assortment policy and the systematic implementation of our multi-channel strategy,” explained HSE24 CEO Richard Reitzner. The company statement focused on three main news areas:
- Growth over-proportional in scale when compared with the rest of the market – Pioneering use of new technologies and platforms – Geographical expansion with an Italian channel launch in June 2011.
The teleshopping industry in Europe mourns the sad passing of Michael Levene.
Best known as the driving force behind Best Direct, Michael passed away while on holiday with his family in Mauritius, on 29 December 2010.
His erstwhile colleague and friend Paul Marks has written a special tribute to Michael on behalf of the industry in Europe, also containing contributions from three other key industry figures, John Mills, Katie Williams and Richard Whinfrey, who all knew Michael well. Read the Michael Levene Tribute .
ERA UK organised a meeting recently to discuss the issue of Lead-Generation and whether ERA, as an organisation, were for or against it being reclassified as Teleshopping.
Mike Wells, Chairman of ERA UK, gives a report on the meeting below.
There was an expectation before the meeting that the majority view would be against the reclassification of lead-generation as Teleshopping.
As it turned out, this was not the consensus reached by the group, which in fact agreed that lead generation advertising should be allowed to be included as Teleshopping. The principal reasons in favour of such an approach were:
1. Lead generation will provide new opportunities for the existing Teleshopping industry. There was some discussion about the potential to advertise “soft-offers” (advertising without stating a price on-screen) and it was felt the ability to advertise such offers could be beneficial.
However, after some members reporting back to say that “soft-offers” would still not be permissible, even under the guise of lead-generation, Mike is seeking some further clarification on this and will report back, but even if soft-offers remain banned, it was felt that the existing Teleshopping industry could benefit through the ability to use lead-generation.
2. The threat of branded goods and services moving into the Teleshopping space and pricing existing advertisers out of the market is minimal because
(a) they have had the opportunity to utilise Teleshopping in the past but have not done so,
(b) brand advertising looks primarily to achieve “reach and coverage” and this, in comparison to spot advertising, is not achieved through long-form advertising and
(c) brands do not necessarily want to be seen in the same space as traditional Teleshopping products.
In conclusion, the members present stopped short of suggesting that ERA should actively campaign for lead-generation to be included as Teleshopping, but did agree that ERA would not oppose it.
ERA Europe members will now receive (either from me or the ERA Europe Government Affairs Committee Chairs), a quarterlyGovernment Affairs Update (PDF), plus specific alerts when needed, on the Government Affairs issues which are affecting our industry. This is something which has repeatedly been declared a key membership benefit. § Read the rest of this entry…
As thoughts turn to the close of the year we bring you good news for the start of the New Year… Our 2011Annual Members Meeting(effectively ERA Europe’s AGM) will take place on 20-21 January, at the Park Hotel Amsterdam. § Read the rest of this entry…
Continuing our series of mini-interviews with leading members of ERA Europe, Manos Markakis, General Manger of Telemarketing SA in Greece gives the Newsshop his exclusive lowdown on the industry today.
Tell us about your company and your role
I am one of the founders and main shareholders, acting as General Manager of the largest multichannel retailer in Greece. The company has airtime in all national TV stations, both spots and infomercials; owns a local 24h TV station; sells (besides DRTV) through catalogs, internet, telephone, retail stores (24 telemarketing retail stores and supermarkets).
Euro RSCG Edge won gold at the recent ERA Moxie Awards in La Vegas for Best International Short-form for their ‘Cash4Christmas’ campaign.
Celebrating the success, GM of Euro RSCG Edge Europe, Ayo Hughes told the ERA Newsshop last week: “We’re really proud of the Cash4Gold campaigns as we took a proven US business model and translated that successfully to the UK, Eire, Holland Spain and Germany, creating a new category over here in the process.
The client established a complete back end process on the ground in Europe but we ran the European campaigns from our London office and reported back directly to their HQ in the US. Cash4Gold were therefore able to access the European market from the US in exactly the same way they do domestically.
This is a key USP for Euro RSCG. We were responsible for the strategy, the creative and the media buying, so it really was a turn-key assignment. Creative, transcreation & production was done in our London and Los Angeles offices.”
Cash4Christmas was one of four awards for Edge, the Direct Response division of Euro RSCG.
(Jack Kirby of Euro RSCG is pictured above accepting the award, flanked by Tim Hawthorne and ERA Chairman, Jeff Tuller)
In a new feature, we’ll post a series of quick snapshot Q+A’s with various ERA European members. Our first interview is with new ERA Europe Board Member, Nathalie Pijcke, COO of Intersourcing.
Please tell us about your company and your position.
- I have 17 years of experience in the Television Shopping Industry and I am COO of Intersourcing, based in Belgium. The main part of my job is to sell the company’s product portfolio to broadcasters, either for television retailing distribution or for worldwide broadcasting rights.
I also have a responsibility for product development, team management and supervision of film shoots, ensuring communication and collaboration amongst the entire Intersourcing team. (Nathalie’s full bio can be found here)
How long have you been ERA members?
- Since the very beginning of Intersourcing, which was back in 2000 (10 years!).
What are the principal benefits for you in being a part of ERA (and ERA Europe)?
- To meet new members.
What was your motivation for joining the Board of Directors?
– We believe it is important to position Intersourcing at the forefront of the industry.
What 3 areas of ERA EUROPE or ERA would you like to see improved?
– Accessibility to the ERA members list (worldwide!!) would be nice!
Is there any particular area you are keen to develop or influence during your time on the board?
- To present Intersourcing and try to explain a marketer’s position, representing a different type of company on the board, broadening the variety of leading companies represented at ERA Europe board level.
Please tell us a little about the market in which you operate?
- We currently are present in 18 countries (as vendor OR distributor). Intersourcing is a great success story: 3 million products sold, 10.000 televised hours, sales quadrupled in 3 years, 20 products launched each year…!
How has the economic situation influenced electronic retailing?
- Channel buyers are taking more time to select an item…
What is the biggest opportunity in the near to middle future for your business and the industry in your marketplace?
- Internet!
What is the biggest threat?
- Internet!
Finally, the fun question – what has been the best moment for you personally at any ERA event?
- I have a lot (ask Marcel!!)
Anything else you would like to add?
- Thanks for your confidence in having Intersourcing as a member of the association.
German teleshopping giant HSE24 reported this week an increase in net sales of around 12 per cent to €441m, wIth EBITDA rising more than 40 per cent over last year’s figures.
