HPM’s Feinstein to Blog Response Expo 2010 - 1272602580
Veteran Ad Executive Will Report News, Buzz from May 11-13 Trade Show
Phoenix (April 29, 2010) — Veteran DR advertising executive Peter Feinstein, president and chief executive officer of Higher Power Marketing (HPM), will reprise his role as official blogger at Response Expo, the key annual conference for people in the direct-response marketing industry.
Response Expo 2010 will be May 11-13 at the Hilton Bayfront in San Diego.
After offering his take last year on the speakers, seminars and exhibitors – as well as the buzz on parties and networking events – Feinstein plans several upgrades to his Response Expo coverage.
“There is great potential to really dig into the meat of the conference and help more attendees get an enhanced sense of purpose for being there,” Feinstein says. “I want people to feel more connected to the expo rather than just attending to network.”
Among the improvements for 2010:
A dedicated Twitter feed will complement his long-form blog available via RSS or the Internet. “Blogging last year’s conference was a tremendous experience,” Feinstein says. “Attendees were only too happy to be interviewed, giving me their opinion on the state of the industry, their take on their business and their feelings about Response Expo. With the variety of information the I was getting, I realized the benefits of employing multiple distribution formats.”
News and commentary will be augmented by interviews with featured speakers from the conference. “This year’s program features some of the best from inside and outside our industry,” he says. “I want to use that depth to promote increased attendance at individual seminars being held throughout the expo.”
To help cover all the bases, Jay Levin, president and chief operating officer of Los Angeles-based MediaPoint Network, will join Feinstein as co-blogger. “Over the past three years, Jay and I have developed a great working relationship,” Feinstein says. “I’ve been impressed with the vigor Jay brings to the creative process. Our brainstorming has brought to light some potentially powerful opportunities to really stimulate attendance, participation and overall buzz at the conference.”
Levin brings more than 20 years of local, regional, national and international advertising, marketing and management experience to Response Expo. He cites four goals for himself and Feinstein:
Provide coverage for folks who cannot attend all the major sessions or make the show itself;
Supply a creative perspective that stimulates critical thinking;
Enhance a sense of community by prompting discussion and dialogue; and
Capture the attention of people in the industry unfamiliar with the event and its value.
“I see Peter and I operating like a John Madden/Al Michaels team bringing live play and color commentary,” Levin says. “Peter and I are industry veterans who operate with the same degree of professionalism and down-to-earth realism. I’m happy to contribute my creative take on concepts, content and live play direction.”
Response Expo is presented annually by Response Magazine, the trade “bible” of the direct-response marketing industry, and the Direct Response Marketing Alliance (DRMA), a federation of industry-leading direct-response (DR) marketers. During the three-day event, Feinstein and Levin will post several times a day. Folks attending the expo or keeping tabs from afar can follow their coverage at twitter.com/hpowermarketing.
“There is so much information to absorb that it can be downright exhausting,” Feinstein says. “Jay and I will try to cut through the chatter and reinforce the key points from the conference.”
A special contributor of op-ed columns to Response, Feinstein maintains a blog on his agency’s Web site, www.hpowermarketing.com/blog. He often voices the need to keep one’s perspective in the fast-moving, high-pressure world of direct marketing to best serve the interests of all parties – clients, marketers and media partners.
He is a passionate advocate for per-inquiry (PI) advertising, also known as direct-response or pay-per-lead (PPL) advertising. HPM has relationships with media outlets across the country – radio, television, print and mobile media – and access to their unsold inventories of ad space or time. A PI campaign puts ads in those spots at no charge to the client; instead, he or she pays for responses to the advertising. The client’s ad runs until the agreed upon number of responses is reached, allowing that client to establish a stable, predictable cost per lead (CPL) – without the heavy and unpredictable expense usually associated with buying advertising – a crucial benefit when money is tight.