Knowledge Center
Welcome to the ERA Knowledge Center; your primary resource for content presented at ERA sessions and events, valuable industry research and data and news from Electronic Retailer, ERA publications and other key sources. Have content to submit to the ERA Knowledge Center? Learn how. For more information on any of ERA's research and other resources, please contact ERA at 703-841-1751.
Research | Case Studies | Webinars
Research
eMarketer Reports
ERA has now partnered with eMarketer to bring ERA members exclusive access to relevant and emerging industry research. To access them, you must log-in to the ERA Member's Only website.
- NEW! ChannelAdvisor Offers Strategies for Retailers to Prep for Holiday Success
- Social Network Ad Spending to Approach $1.7 Billion this Year
- Why Retailers Need an In-Store Mobile Strategy
- Consumers Still Like TV Ads Best
- Using Email Marketing to Boost Social Presence
- Pharma Marketers Wrestle with Social Media
- Double Digit Growth Again for Online Ad Spend
- Online Video Viewing Shifts to Long-Form Content
- B2Bs Still Struggle to Tie Leads to Marketing Touchpoints
- How to Create Meaningful Bonds with Hispanic Consumers
- Coupons Boost E-mail Open Rate
- The Synergy of Search & Social Media
- Mobile Content: Paid Models Take Shape
- Monetizing Mobile Ads
NEW! Legal Alert: New Gift Card Law Goes into Effect - ERA Members Only
A new federal gift card law imposes restrictions on certain fees and expiration dates.
Behavioral Retargeting Email Campaigns: Five Things You Need to Know - ERA Members Only
Behavioral re-targeting campaigns can be an extraordinarily cost-effective strategy for re-couping revenue lost to shopping-cast abandonment--if executed correctly. This whitepaper from leading e-mail marketing firm Listrak outlines effective strategies for e-mail re-targeting.
Post Purchase Email Marketing: Turn One-Time Buyers into Long-Term Customers - ERA Members Only
E-mail marketing firm Listrak provides strategies for turning one-time buyers into long-term customers via post-purchase e-mail campaigns.
e-Commerce Technology Investment Priorities for the Mid-Market: The Merchant View - ERA Members Only
This research, commissioned by ATG is based on a large-scale poll of mid-market (up to $100 million in web revenue) e-retailers regarding e-commerce strategies, with an emphasis on the companies' tech priorties.
The Facebook Fallacy: Open Graph Equals Google Killer - ERA Members Only
This provocative whitepaper, published by the leading online marketing firm Oneupweb, outlines Facebook's new platform and discusses whether it represents a threat to Google's dominance in search engine marketing.
Case Studies, Best Practice Guides, and Articles
NEW! Tips for Sustaining Direct Response Success
Five tips for sustaining the life—and extending the profitability—of direct response campaigns.
Using Online Analytics to Measure Online Video's Effectiveness
By properly measuring and assessing online video, you can continually improve customer engagement and drive conversion rates--and revenue.
Trends: Evaluating Internal Initiatives for Customer-Centricity
Customer-centricity is fast becoming table stakes for any retail organization. Learn how to change the executive mindset to take this into account when evaluating retail initiatives.
Crocs: A Case Study - Using Mobile to Engage Shoppers In-Store
This case study outlines an innovative strategy used by footwear brand Crocs which combines couponing and SMS to engage customers in-store, drive sales and establish a one-on-one dialogue with customers over a new channel.
Chinese Manufacturing: Six Keys to Improving Quality and Avoiding Defectives
Learn six established best practices for working with Chinese manufacturers to minimize defective products.
Webinars
Radio Done Right: Cutting-Edge Trends and Best Practices in Direct Response Radio - August 2010
Radio can be an extraordinarily powerful direct response channel one—that offers unmatched flexibility, targeting and return on investment, and which can perfectly complement DRTV and other channels—if leveraged correctly. Buck Robinson, founder, president and CEO of Robinson Radio will show you how to do exactly that. Download this webinar now. You can also download the PowerPoint slides here.
ERAlert Breaking News Webinar: Has the FTC Strengthened its Claim Substantiation Standard - August 2010
The Federal Trade Commission (FTC) recently announced important settlements in two cases involving food and dietary supplement products. These settlements are crucial to the direct response industry in that the FTC was very specific in defining the type of substantiation required to make certain claims—and it appears the agency is significantly strengthening this claim substantiation standard, which could have far-reaching implications to the industry. Learn more on the settlements from: Ed Glynn - Venable, Linda Goldstein - Manatt Phelps & Phillips and Peter Marinello - ERSP. You can also download the PowerPoint slides here.
Updating Your Anti-Counterfeiting Toolkit - June 2010
You have protected your intellectual property and now you are dealing with an infringer. What can you do to stop illegitimate products from flooding the marketplace? Listen as George Borkowski of Venable LLP and Greg Sater from Rutter Hobbs and Davidoff for a practical and current look at tools and strategies available to you.
Boost Google AdWords with 5 Simple Hands-On Tactics - May 2010
Discover five simple – yet effective – pay-per-click tactics you can immediately apply to improve your paid search results during this webinar.
Fulfillment as Profit Center - April 2010
Learn how your fulfillment house can help your bottom line. Kris Johnson of GIS Commerce gives you tips and secrets on how your fulfillment house can be a profit center and not just a cost. Learn more!
Breaking the Code: Selling Your Products through Live TV Home Shopping - March 2010
Learn some of the secrets of breaking into the live TV home shopping market. Listen as experts from ShopNBC and HSN guide you through a few of the common hurdles and answer some of the frequently asked questions you all have!
Strategies to Maximize Your Online Presence: PPC, SEO and Legal Strategies - February 2010
In today's tech-savvy world, having a strong online presence is a key component to your company's success. Listen to our February 2010 webinar and learn essential tips on pay-per-click advertising, search engine optimization, legal strategies and much more. Discover how to maximize your online marketing presence and budget.
Your Customer's Are Mobile... Are you? - January 2010
The long-awaited explosion of mobile has finally occurred and it's essential to understand how to leverage the enormous potential of this developing medium. Listen as David Gould presents how mShopper operates a complete mobile commerce platform that facilitates real-time, two-way communications between buyers and merchants. Listen and learn how you can implement mobile marketing into your company's strategy.
ERA Spotlight Session: Endorsements & Testimonials Details - December 2009
This webinar will help you understand the new FTC Guides. Listen as Rich Cleland from the FTC, Ed Glynn with Venable, Linda Goldstein with Manatt, and Peter Marinello with ERSP answer questions on the new guides from ERA CEO Julie Coons.
As Seen on TV: Branding for Retail Stores - November 2009
Want to learn how to get your product into the elite "As Seen on TV" market? Join a panel of industry experts as they discuss the current questions and trends in taking your product to retail. During the one-hour webinar our two moderators, Todd Davies and Denira Borrero, will engage three panelists with insightful questions about what is currently happening in this exciting area of retail. Listen, learn and ask questions during this must-attend webinar!
Persuasion Science: Learning the Secrets that Sell - October 2009
How do you convince consumers to get out their credit cards? Join Electronic Retailer magazine columnist and direct marketing guru Rick Petry as he shares tried and true tools of persuasion that have been used by some of the industry's most successful marketers. This webinar, which is a one-hour expansion of a wildly successful panel at the 2009 ERA D2C Convention, uses many multimedia examples to illustrate points. And if you thought education can't be fun, Petry guarantees not only valuable insights, but laughs as well.
Protecting Your Online Reputation - August 2009
In our digital world it’s more important than ever to establish a strong online presence for your company, brands and services. But carefully cultivating an Internet identity isn’t enough. You need a proactive strategy to protect your online image, counter negative comments and correct inaccuracies that can spread rapidly through social media channels such as blogs and Facebook. Download this webinar by Chris Rosica of Rosica Strategic Public Relations and learn how to create just such a strategy.
Canadian Council Webinar - July 2009
Learn the ins and outs of marketing your product in Canada. We will discuss the potential tax, liability, language and telecaster approval issues that you may encounter when dealing in the Canadian market.
Puerto Rico: La Isla del Encanto. A direct response marketer’s Enchanted Island? - July 2009
Listen to this webinar to learn the ins and outs of doing DR in Puerto Rico.
Electronic Retailer Magazine Webinar: Toward Smarter E-Mail Marketing - June 2009
Electronic Retailer's first webinar: Toward Smarter E-Mail Marketing, featured a panel of three of the leading minds in e-mail marketing who provided actionable tips on how to dramatically improve the effectiveness of your e-mail marketing campaigns without breaking your budget. Learn how common-sense segmentation can drive open rates and click-throughs and how the integration of social media within your e-mail campaigns can expand your programs reach far beyond your lists--with minimal investment.
Top 5 Keys to Twitter Retail Success! - June 2009
Twitter’s status as a mainstream broadcast platform that allows instantaneous real-time connections with customers has everyone tweeting. However, finding the value in this platform and crafting the right strategic approach to developing how you might use Twitter to improve retail sales is what this session is all about. Please register at Twitter if you haven’t by now and send the speaker, Randy Price, CEO of Socialarc, a message to let him know you will be attending the session. You can find him at www.twitter.com/Pricepoints
Knock it Off! How to Fight Knock-Offs and Counterfeits Online - May 2009
So you just spent a small fortune bringing your product to TV, only to discover an uninvited colony of unscrupulous "knock off" artists all over the Internet, using your trademark, trading off your good name, and diverting your hard-earned customers. What laws apply to this kind of mischief? What can be done about it? Listen as Greg Sater, Partner, Rutter, Hobbs & Davidoff, answers these questions and many more.
Special note: Click the questions link to hear the Q&A portion of the webinar. Thank you.
Changing the FTC's Rules on Endorsements & Testimonials -- Why You Should Care! - April 2009
Wondering what the proposed changes to the FTC guides on Endorsements & Testimonials means for you? Ed Glynn gives you a run down on what is currently expected of you, the changes the FTC is proposing and what it all means for your business. Click here to download the full webinar.
Optimizing Your DRTV in a Downturn - March 2009
This webinar, presented by the ERA TV Council, gives you great insite into how to make the most of your creative, production, media buy and call centers to make the most profit in the downturn economy. Click here to watch the whole presentation. Thank you to Andrew Gordon, Direct Impact Group; Ava Seavey, Avalanche Creative Services; Steve Edelstein, The Logical Step and Bret Butterfield, Power Direct for a great webinar!
Solutions Now: Forecasting the Media Future w/ Jack Myers - February 2009
This webinar, presented by Jack Myers, will give you great ideas on how to survive the current economic crisis. Click hear to listen to one of the foremost experts of the media industry.
How to Blog and Use Social Media to Increase Sales - January 2009
Click here to listen to Randy Price of Marketing Works as he teaches the "do's" and "don'ts" of effective digital word-of-mouth outreach along with case studies highlighting and supporting this idea.
Converting Skeptics to Believers: An Enlightening Hour for the Radio ROI Obsessed - November 2008
Click here to listen to experts in the are of Radio advertising as they give you new information about how to use radio more effectively as well as secrets to achieving more efficient media buying that can rival DRTV and proven approaches to improve lead generation. Learn about the new Advanced Attribution Model™ for sourcing online response back to an offline channel. Find out how to use Toll-Free Numbers more effectively to optimize response. This is one webinar you can't afford to miss!
Top Five Trends in Mobile Shopping - Ocobter 2008
Come listen in as mShopper’s CEO, David Gould, dissects the data from millions of shopping interactions, and offers insight into who shops on mobile, what sells, and why.
Manatt Presents: The Consumer Product Safety Improvement Act of 2008 and You
This webinar will give you insights on how this new legislation will affect your business and what you need to do to comply with the new law.
Multi-channel DRTV Success - Septmber 2008
This webinar will inspire you to make bold moves that increase the likelihood of multi-channel DRTV success.
The Business of Climate Change - August 2008
Listen as Steve Nober of EcoBrands talk about what businesses can do to help alleviate global warming and how it can help their bottom line.
Recession Proof Your Business - July 2008
In this webinar, learn the 10 things that your business can be doing to immediately increase revenues, decrease operational costs and boost profitability.
The Product, the Production & the Star: The 3 Things You Need for DR Success - June 2008
This webinar will offer you the tools and solutions for a successful direct response campaign.
The Most Critical Element to Customer Service: Your Website - May 2008
Click here to learn from Aaron Kahlow of BusinessOnline why your website is the most critical element of all customer service initiatives.
Blogging Guidelines for Retailers: Legal & Business Issues to Consider - April 2008
Blogs can be a rich source of lead generators and publicity – and they’re easy to set up. But blogs present evolving legal and business issues, and smart retailers take time to plan their approach. Click here to listen as Jeffrey Greenbaum, Partner at Frankfurt Kurnit Klein & Selz discusses the key elements you need to know about when creating a blog for your company.