The New Vanguard
Another highlight is the marketer’s VIP business. “It’s sort of like a clienteling or a personal banker type relationship our top customers have, balancing not only the service aspect but sales,” describes Norton. The VIP program makes up more than a quarter of Harrah’s business and has grown upwards of 20 percent each of the past few years, according to Norton.
The latest initiative he is excited about is the focus on domestic, Asian marketing, which launched last year and has performed very well thus far.
“Our goal is to achieve greater levels of customer intimacy,” concludes Norton. “We started with the lowest hanging fruit, and what we’re doing now is really cutting edge to get closer and closer to that one-on-one state in as practical a fashion as you can.” —IC
The New Media Juggler
Ron Pulga, Vice President, Direct Response Marketing, Bare Escentuals
When Ron Pulga arrived at Bare Escentuals in early 2003, the company’s infomercial still was in its infancy. Three years later, the infomercial has become the driver of an integrated, multimedia program carefully scripted by Pulga and Bare Escentuals CEO and President Leslie Blodgett. In addition to its infomercial, QVC show and retail outlets, the company has added a Web presence, a continuity club and a catalog to the media mix, which has significantly increased sales in the past few years.
Bare Escentuals takes advantage of the interactive DRTV format to fully educate consumers on the benefits of its i.d. bareMinerals product line. By focusing on how the makeup enhances the user’s life, the infomercial answers the question: “What’s in it for me?”
Adding a URL placement to the show and building a Web presence has, according to Pulga, had a huge impact on the company’s business. The site ties together multiple channels by providing infomercial and QVC show schedules, as well as links to its retail partners. It also gives customers the option of joining one of several continuity programs to automatically replace the products of their choice.