AfterMarket Reports Direct Response Ads Return To Normal Levels In Wake of September 11
Rapid DR Recovery from Recent National Events Signals Potential Boost of Consumer Confidence
PHOENIX, AZ (December, 12, 2001)--The electronic retailing industry appears to be recovering from the events of September 11 faster than other advertising arenas, as has been experienced by the Phoenix-based The AfterMarket Company, a call-center management company.
“We reached the same call volume we were experiencing before September 11 by the first week of November – several weeks in advance of when you would normally expect to see a boost from Christmas shopping,” said Steve Pittendrigh, President of The AfterMarket Company. “During the second half of November, we had the four biggest days in our history.”
Pittendrigh offers several reasons for the quick turnaround in the electronic retailing industry:
¨ Direct Response TV and Radio are flexible media, in which ads can be aired within hours after a decision is made. For the most part, other marketers need more lead time and have found it difficult to determine appropriate creative and drop dates during this period of constant change.
¨ Current events have led to a boost in radio audiences – especially news and talk formats. Several of AfterMarket’s clients use radio as a key part of their marketing mix and have seen call volume rise from this medium.
¨ While many general advertising schedules are often slashed during a downturn in the economy, direct response spending remains fairly steady: a direct marketer that stops advertising is in essence “closing its shop doors.”
¨ Consumers are more inclined to stay at home with their families during turbulent times, playing into the shop-at-home convenience of DRTV.
¨ As people look inward during a time of crisis, interest in self-improvement products is rising. Aftermarket handles a number of campaigns for products targeted toward fitness, weight-loss, anxiety and vision correction.
“As the business world begins to analyze the events of the last few months, I think many companies will give DRTV and DR Radio a closer look,” said Pittendrigh. “These media deliver substantial, predictable streams of revenue in virtually any economy. Additionally, they build brand recognition and retail presence.”
ABOUT AFTERMARKET:
The AfterMarket Company is a leading telesales company specializing in inbound and outbound campaigns, utilizing sales and marketing expertise in maximizing revenue for their clients. AfterMarket develops upsells, cross sells and back end programs, and maintains call operations headquartered in two facilities in Phoenix, Arizona. The company’s mutually exclusive divisions include Inbound Telesales, Outbound Telesales and e-Sales.
In addition to its work in golf, AfterMarket has successfully promoted brand-name clients such as BOSE Music, Bissell, Philips, Norelco, National Media and their Ab Roller, Cyclone Elliptical Machine, Timeworks Fitness Machine and Larry North Diet Program, Fitness Quest, Guthy-Renker’s Tony Robbins, Victoria Principal Skin Care, Power Rider, Fitness Flyer, Cross Climber, Richard Simmons’ products, and numerous programs for large corporations like Sears Roebuck, Montgomery Ward, Shell Oil, and Salton-Maxim.
CONTACT:
SSA Public Relations
New York: Mike Rudnick, Robin Lawson
(212) 679-4750
Los Angeles: Steve Syatt
(818) 501-0700
Back...
