European Markets as a growth territory for North American DR product marketers

As Executive Director of ERA EUROPE (the European affiliate of ERA), I am asked about the following two issues almost daily:

1. US marketers of successful DR products, are eager to expand into the major markets of Europe, but don’t know where to go, whom to deal with, or what the legislative issues are.
2. New European manufacturers and product owners want to expand through DRTV, in Europe and in the US, but have heard that the best infomercials are produced in the US, and that it will cost them a fortune. They want to know what other options there are.

At ERA EUROPE our mission is to bridge this knowledge, understanding and networking gap, and to facilitate education and networking between DRTV professionals around the world.

My personal opinion, supported by the privileged observational position I have at ERA EUROPE, is that this industry may be only scratching the surface of trans-Atlantic cooperation…

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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.

View the complete story HERE

Continuing our series of mini-interviews with leading members of ERA Europe, Manos Markakis, General Manger of Telemarketing SA

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).

How long have you been ERA members?

We are ERA members since 1993.

What are the principal benefits for you in being a part of ERA (and ERA Europe)

Being part of a trade association that has Self Regulation rules and can act as lobby towards the EU and local governments. Of course it is also the best place to meet trading partners.

What was your motivation for joining the board of directors?

This is the continuation of a previous 3 year term, to assist and trade, and to acquire better goals and set new horizons for the future.

What 3 areas of ERA EUROPE/ERA would you like to see improved?

a) better protection of products by all the suppliers, as far as claims and details of products’ features to the consumer, b) continue the excellent lobbying in the EU, c) extend our trade to the new digital technologies

Is there any particular area you are keen to develop or influence during your time on the board

Wherever needed!

Please tell us a little about the market in which you operate. Size, amount of homeshopping channels, multi-channel penetration, explain the market landscape…

Size is really small compared to other countries. Should be around 150 million Euros. Dedicated homeshopping channels are only three, of which we own one. There is a lot of anarchy going on in the market due to the lack of infrastructure and appropriate justice control. The multi channel penetration is really hard to achieve due to the different attitudes of the established retail trade.

How has the economic situation influenced electronic retailing?

Electronic retailing is facing in 2010 its first year of negative growth due to enormous crisis in the country

What is the biggest opportunity in the near to middle future for your business and the industry in your marketplace?

The new digital environment and the new technologies are the largest opportunities – and threats as well!!

What is the biggest threat?

As a threat I would also consider the economic crisis and its results i.e. counterfeiting, money laundry etc.

Finally, the fun question – what has been the best moment for you personally at any ERA event?

I like to participate in all ERA events, so anyway, it is fun all the time!!

Anything else you would like to add?

Good luck to all!!

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)

We’re really excited about the challenges and opportunities that moving to a new location will bring, and Conference Director Nancy Barkan has created a new industry-led Conference Committee, working closely with our members in the creation of conference content and communications, using local knowledge and close ERA membership input. We have a host of exciting initiatives which we will share in the near future.

In the meantime, the most important message is – SAVE THE DATE!

Click the image for the online viewer at the magazine website or click here for the unabridged version in printable pdf format. You can also see a short video excerpt on the blog here.

We’re delighted to announce that, fresh from our December early bird discount, we have a new fantastic offer for those who missed out. Until midnight on January 31st we are offering a ‘Happy 2010′ Early Bird Discount of €100.

Here’s how to do it:

1. Go to the online registration form on the Electronic HomeShopping Conference website
2. Click the Registration 2010 link
3. Simply follow the instructions, and the €100 discount will be applied as you pay