Sean Fay brings to DNA Response over 25 years of Direct Response experience, unique creative talent and forward looking strategic vision. This partnership provides DNA Response with a tremendous amount of expertise and leverage to succeed in attracting new Direct Response clients and delivering outstanding results.

DNA Response, Inc., a provider of multi-channel e-commerce, marketing and order management solutions, announced today that Sean Fay, President and CEO of Envision Response, has joined DNA’s board of advisors.

Sean Fay is a well-recognized Direct Response industry leader, co-founding two successful agencies Cesari Response Television, (now “Cesari Direct”) and his current firm Envision Response. In his career he has worked with such Platinum DRTV brand names as Juiceman, George Foreman Grill, Sonicare, Oxiclean, Foodsaver, Space Bag, and Brainetics. He was instrumental in directing and producing infomercials for these and other brands, making them household names and generating over $1 Billion in sales.

“We cannot think of a better partner and advisor for our company than Sean Fay”, said Ranjit Mulgaonkar, President and CEO of DNA Response. “Sean is known for his immense creativity and strategic vision. He is one of the first industry leaders to recognize and embrace changes in Direct Response and shift focus to new emerging marketing channels”.

Since starting his own company, Envision Response, in 2003 Sean has directed DR campaigns for Brainetics, Spacebag, Foodsaver and Teeter Hangups; has won 2004 and 2008 ERA Best Short Form Housewares Awards for Space Bag, along with the 2010 ERA Moxie Award for Best Intellectual Property infomercial for Brainetics Math & Memory Program; and he has been nominated for the 2010 Moxie Award for Best Infomercial of the Year under $250,000 budget. Envision specializes in long form infomercials and short form spot production. At the same time they lead their clients through all stages of campaign design and execution: from market research and strategic planning to creative development, production and deployment. Sean Fay’s mission of providing “accountable DRTV marketing services that generate ROI” is well aligned with DNA’s goal of creating a turnkey technology that will streamline operations and lower costs for Direct Response clients, while increasing incremental online revenue.

“I am incredibly excited to join DNA Response’s Board of Advisors”, said Sean Fay. “I believe DNA’s dynamic talented team and unique platform are positioned to revolutionize the DRTV industry. Their proprietary technology helps DR clients streamline multichannel online transactions, integrate new social media networks and optimize traditional TV advertisement at an unprecedented level through strategic partnership with Google TV”.

About Envision Response: Founded in 2003, Envision Response Inc. is a leading creative agency that specializes in producing long and short form direct-response television advertising designed to maximize ROI (return-on-investment) for companies who market directly to consumers. Envision clients include some of the most popular consumer brands ever introduced through direct-response advertising, including Space Bag, Foodsaver, and Brainetics. They were the winner of the 2010 ERA Moxie Award “Best Infomercial of the year-Intellectual Property Category” for Brainetics. Their experience crosses a wide variety of categories including natural supplements, beauty, house-wares, insurance, healthcare and more. Headquartered in Seattle, Washington, Envision Response is a member of the Electronic Retailing Association.

About DNA Response: DNA Response, Inc. (DNA) provides turnkey e-commerce, online marketing, and order management services to companies in the $300 Billion direct response market. DNA clients sell products direct to consumers using TV, radio, print catalogs, web and mobile as their sales channels. DNA’s ECOM2TM platform utilizes state-of-the art cloud computing technologies and services to improve operational efficiency by reducing transaction costs, eliminating credit card declines, and lowering order cancellations and product returns, while simultaneously increasing online revenue for our clients. DNA provides universal order management for processing orders in real time from all the sales channels with full visibility to the business for the clients. DNA generates incremental revenues and helps build a brand for our clients by providing comprehensive e-commerce and online marketing services.

The Direct Response Television (DRTV) business is a great way to launch and build your brand. Just like any industry there are guidelines and rules for how to create success. Some people say that 1 in 50 infomercials is a success. At Envision our ratio is closer to 1 in 3. Our success is in large part about following these Seven Keys to Success.

1) Unique Product – preferably patented. No other product should be able to make the same claims as you. If you can swap another product into your pitch, you’re not going to hit the homerun.

2) Good Brand Name – a name people can remember, a clear positioning. I like names that say what they do: “Brainetics: Athletics for the Brain” ; “Oxiclean: Clean with Oxygen”; “Space Bag: A bag that gives you more space.”

3) Everyday Use Item – Fill a broad based need or desire. If the problem is experienced every day, or most days. Then you’ve got something that is on people’s minds and likely to resonate.

4) Push Button Creative – get the viewers to nod their heads, to engage the creative, react emotionally. We sometimes call this ‘the nodding effect’. You’re engaging them in your creative. You can do this by ‘salting’ the presentation with compelling copy and things to look forward to.

5) Visual Excitement – get the viewer excited about the product and commercial, make it memorable and fun.

6) Incredible Value – perceived value should be at least twice the price.

7) Now or Never Proposition – consumer should feel like they can’t get this deal anywhere else. If they don’t feel this way, they may love your product but sit on the fence until they see it at retail. This is also good, but you need people to have a sense of urgency so they pick up the phone or go to the website

If you would like to find out how Envision can help you create your DRTV Success please contact either chris@envisiontv.com or sean@envisiontv.com to set up a FREE No obligation consultation.

Cheers!

Envision. Create. Succeed.

-We have finally launched our new website and early feedback is positive. Our aim is to develop our site into the most user friendly resource for D2C and DRTV knowledge on the web. We look forward to your feedback.Much gratitude to the team at www.odddogmedia.com for getting it off the ground. These are the best guys in the social media business and located right inside the envision offices in Seattle.

-We want to Welcome Back Christopher Johns who has moved into the role of Director Business Development and can be reached at Email: chris@envisiontv.com He will be with me this week at the ERA Great Ideas Summit Feb 28-Mar 2nd in New Orleans. If you need to reach him by phone call 800.809.8397 ext 2.

Envision Highlights:

- Envision was the winner of the 2010 ERA Moxie Award for Best Intellectual Property infomercial for our Brainetics Math & Memory Infomercial.

- Envision was nominated for the 2010 Moxie Award for Best Infomercial of the Year under $250,000 budget. We are particularly proud of this nomination as we feel we have the ability to deliver big agency production values and winning shows, on a budget. Our work is effective and high quality, but because our shop is boutique we can deliver alot more for less.

– Our Brainetics Show reached Top Ten according to the IMS reports and hit #3 in the Self Help / Education Category

- Our Space Bag Spot reached #5 in the Housewares / Electronics Category

- Our Teeter Hang Ups Spot reached #4 in the Personal Care Category.

Expansion into Healthcare

-we have expanded and have done a lot of great work for the HealthCare / Health insurance sectors. We have a large body of work in this category and last year won the Gold Aster Award, the highest honor for Medical Marketing for our Windsor Medicare Spots. Awards are nice, but nothing compared to results. Fortunately all of these awards are based on both sales effectiveness and creativity.

We are actively looking to acquire new high quality clients in all of the above categories.

Our Call-to-Action:

Please contact us and when you do mention either this Blog post or the ERA Great Ideas Summit and you will receive a FREE REVIEW of any creative, including your offer and telemarketing scripts in an effort to see if we can raise your MER, increase your call volume or ROI. We will then provide at no cost a customized ACTION PLAN for consideration or implementation.

We look forward to talking with you further. If you will be at the ERA Great Ideas Summit please contact either chris@envisiontv.com or sean@envisiontv.com to set up a time to meet!

Cheers!

Envision. Create. Succeed.