Tag: Insider Interview

  • Join Us for “A Behind the Scenes Look at DTC Marketing”

    Join Us for “A Behind the Scenes Look at DTC Marketing”

    Join DRTV Expert, Ken Kerry and Cannella Media DTC Executive Vice President, Bill Raymond Get an Inside Look into the World of Direct-to-Consumer Marketing Thursday, April 28, 2022 @ 2:00 PM ET/11:00 AM PT [embedded content][embedded content] #ThoughtLeaderThursday An Inside Look into the World of Direct-to-Consumer Marketing Don’t miss this special insider interview where Script-to-Screen co-founder Ken Kerry will sit down with Cannella Media DTC Executive Vice President Bill Raymond to discuss top DTC strategies, media buying tactics, and more! Bill Raymond has several years of media management experience and has overseen multi-million-dollar media budgets. What’s being discussed? The importance and impact of creative in marketing How to target audiences through different channels How to build lasting client relationships How to efficiently manage a media budget Join us to learn key insights from two seasoned marketing professionals! Ken Kerry Co-Founder and Executive Creative Director of Script to Screen www.scripttoscreen.com Ken Kerry serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principals. Script to Screen is one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients, and winning numerous awards for excellence. Bill Raymond Bill is a leader in DTC media and marketing space with 20+ years of managing media for top marketers, including Beachbody, Guthy Renker, and Tristar Products. He started his career in TV ad sales at Petry Television but his entrepreneur spirit came full circle when he founded Media for the Masses, which merged with Cannella Media DTC in 2005. Bill has been with Cannella Media DTC for over 15 years and in his current role as EVP Managing Partner, he is responsible for generating revenue on the media and account side. He has managed well over $2 billion dollars in ad spend and brings a 360-degree view of what it takes to drive sales.

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  • Watch “A Behind the Scenes Look at DTC Marketing”

    Watch “A Behind the Scenes Look at DTC Marketing”

    Watch DRTV Expert, Ken Kerry and Cannella Media DTC Executive Vice President, Bill Raymond Get an Inside Look into the World of Direct-to-Consumer Marketing Thursday, April 28, 2022 @ 2:00 PM ET/11:00 AM PT [embedded content][embedded content] #ThoughtLeaderThursday On April 28, 2022, Script to Screen, a Direct-to-Consumer agency, held a #ThoughtLeaderThursday webinar. Script to Screen Co-Founder, Ken Kerry, interviewed Bill Raymond, Executive VP and Managing Partner of Cannella Media DTC to discuss How to Build Your Brand with DTC Marketing. Overview The importance and impact of creative in marketing How to target audiences through different channels How to build lasting client relationships How to efficiently manage a media budget Our Guest With more than 25 years of Direct-to-Consumer experience, Bill Raymond handles from the Los Angeles Metropolitan area top clients with multi-million-dollar media budgets. Through traditional linear, Advanced TV (ATV), and CPA inventory, Cannella Media DTC provides a way to deliver accountable performance and execution against a variety of KPI targets for all DTC initiatives through cross-channel media planning and buying, creative, and campaign management services, as well as exclusive access to its proprietary CPA platform. Cannella owns the largest television CPA network in the industry, reaching more than 110 million households. Discussion For 35 years, Cannella Media DTC has helped marketers build brands through smart, transparent, and efficient video placement. They specialize in all media lengths; short-form, mid-form, long-form, and business objectives. In this interview, Bill discusses Cannella’s CPA network as well as their successes. Ken said, “We couldn’t have asked for a guest more connected to what’s working optimally in today’s world of Advanced TV. Bill and Cannella Media DTC know that TV is not a dead medium, as some presume, and offer state-of-the-art networks and unrivaled expertise in the DTC space.  This Insider Interview will share Bill’s knowledge and secrets in practical and approachable terms.” Ken asked Bill, “What are the unique ways Cannella Media is using with its clients to maximize its media dollars?  If you don’t have the right creative, the media makes no difference and the right media doesn’t work. You must have that message to drive a sale or an action so you can scale that media.” Bill said, “Cannella knows what media is working and what’s not. You must gauge the marketplace to understand exactly what’s going on.” “What sets us apart from others is that we have a long-form TI platform that reaches 110 million households. The long-form platform is based off a CPA model so whoever the client is, you’re competing against all the other clients. If you’re generating revenue for Cannella then Cannella  will do more media.” Ken asked Bill to explain MSO (Multiple System Operators) advertising, such as DIRECT TV, Comcast, Dish Network, Cox, Frontier, Charter Spectrum and Fios. When you think of regular paid programming, for the most part, it’s going to run earlier in the morning or late at night. MSO advertising is 24/7 so you will get views that you won’t get anywhere else, and it helps drive revenue across the board for clients in retail. Cannella is in the business of making money, but they are only in the business of making money if they can make you more successful. Highlights [00:23]  Introduction [01:19]  There is no bad media [03:21]  TV, Digital, Social, Retail [04:38]  You’re competing against all other clients [05:37]  MSO (Multiple System Operators) Advertising [08:46]  Media, Media, Media! [10:47]  Bad creative, good creative – Get the best creative team [23:30]  Closing remarks Ken Kerry Co-Founder and Executive Creative Director of Script to Screen www.scripttoscreen.com Ken Kerry serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principals. Script to Screen is one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients, and winning numerous awards for excellence. Bill Raymond Bill is a leader in DTC media and marketing space with 20+ years of managing media for top marketers, including Beachbody, Guthy Renker, and Tristar Products. He started his career in TV ad sales at Petry Television but his entrepreneur spirit came full circle when he founded Media for the Masses, which merged with Cannella Media DTC in 2005. Bill has been with Cannella Media DTC for over 15 years and in his current role as EVP Managing Partner, he is responsible for generating revenue on the media and account side. He has managed well over $2 billion dollars in ad spend and brings a 360-degree view of what it takes to drive sales.

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  • Watch “A Behind the Scenes Look at DTC Marketing”

    Watch “A Behind the Scenes Look at DTC Marketing”

    Watch DRTV Expert, Ken Kerry and Cannella Media DTC Executive Vice President, Bill Raymond Get an Inside Look into the World of Direct-to-Consumer Marketing Thursday, April 28, 2022 @ 2:00 PM ET/11:00 AM PT [embedded content][embedded content] #ThoughtLeaderThursday On April 28, 2022, Script to Screen, a Direct-to-Consumer agency, held a #ThoughtLeaderThursday webinar. Script to Screen Co-Founder, Ken Kerry, interviewed Bill Raymond, Executive VP and Managing Partner of Cannella Media DTC to discuss How to Build Your Brand with DTC Marketing. Overview The importance and impact of creative in marketing How to target audiences through different channels How to build lasting client relationships How to efficiently manage a media budget Our Guest With more than 25 years of Direct-to-Consumer experience, Bill Raymond handles from the Los Angeles Metropolitan area top clients with multi-million-dollar media budgets. Through traditional linear, Advanced TV (ATV), and CPA inventory, Cannella Media DTC provides a way to deliver accountable performance and execution against a variety of KPI targets for all DTC initiatives through cross-channel media planning and buying, creative, and campaign management services, as well as exclusive access to its proprietary CPA platform. Cannella owns the largest television CPA network in the industry, reaching more than 110 million households. Discussion For 35 years, Cannella Media DTC has helped marketers build brands through smart, transparent, and efficient video placement. They specialize in all media lengths; short-form, mid-form, long-form, and business objectives. In this interview, Bill discusses Cannella’s CPA network as well as their successes. Ken said, “We couldn’t have asked for a guest more connected to what’s working optimally in today’s world of Advanced TV. Bill and Cannella Media DTC know that TV is not a dead medium, as some presume, and offer state-of-the-art networks and unrivaled expertise in the DTC space.  This Insider Interview will share Bill’s knowledge and secrets in practical and approachable terms.” Ken asked Bill, “What are the unique ways Cannella Media is using with its clients to maximize its media dollars?  If you don’t have the right creative, the media makes no difference and the right media doesn’t work. You must have that message to drive a sale or an action so you can scale that media.” Bill said, “Cannella knows what media is working and what’s not. You must gauge the marketplace to understand exactly what’s going on.” “What sets us apart from others is that we have a long-form TI platform that reaches 110 million households. The long-form platform is based off a CPA model so whoever the client is, you’re competing against all the other clients. If you’re generating revenue for Cannella then Cannella  will do more media.” Ken asked Bill to explain MSO (Multiple System Operators) advertising, such as DIRECT TV, Comcast, Dish Network, Cox, Frontier, Charter Spectrum and Fios. When you think of regular paid programming, for the most part, it’s going to run earlier in the morning or late at night. MSO advertising is 24/7 so you will get views that you won’t get anywhere else, and it helps drive revenue across the board for clients in retail. Cannella is in the business of making money, but they are only in the business of making money if they can make you more successful. Highlights [00:23]  Introduction [01:19]  There is no bad media [03:21]  TV, Digital, Social, Retail [04:38]  You’re competing against all other clients [05:37]  MSO (Multiple System Operators) Advertising [08:46]  Media, Media, Media! [10:47]  Bad creative, good creative – Get the best creative team [23:30]  Closing remarks Ken Kerry Co-Founder and Executive Creative Director of Script to Screen www.scripttoscreen.com Ken Kerry serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principals. Script to Screen is one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients, and winning numerous awards for excellence. Bill Raymond Bill is a leader in DTC media and marketing space with 20+ years of managing media for top marketers, including Beachbody, Guthy Renker, and Tristar Products. He started his career in TV ad sales at Petry Television but his entrepreneur spirit came full circle when he founded Media for the Masses, which merged with Cannella Media DTC in 2005. Bill has been with Cannella Media DTC for over 15 years and in his current role as EVP Managing Partner, he is responsible for generating revenue on the media and account side. He has managed well over $2 billion dollars in ad spend and brings a 360-degree view of what it takes to drive sales.

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  • Join Us for “Direct Response Television: How Storytelling Can Grow Your Brand”

    Join Us for “Direct Response Television: How Storytelling Can Grow Your Brand”

    Join DRTV Expert, Ken Kerry and Dental Choice Holdings (CustMbite) CMO, Bob Molhoek Learn how to know if retail is right for your brand in 2022. Thursday, March 24, 2022 @ 2:00 PM ET/11:00 AM PT [embedded content][embedded content] This month, Script to Screen Co-Founder Ken Kerry will meet with Dental Choice Holdings (CustMbite) CMO Bob Molhoek for an Insider Interview to discuss the effectiveness of DRTV and how to break into the retail space. Bob Molhoek has over 25 years of experience in the marketing industry and has worked with brands such as Sports Illustrated, Rolling Stone Magazine, BMW, and more! What you will learn: Why DRTV is essential for educating customers Long form vs. short form content: which is right for your brand? The importance of channel diversity and media layering How to create problem-solution oriented content Join us to learn key insights from two seasoned marketing professionals! Ken Kerry Co-Founder and Executive Creative Director of Script to Screen www.scripttoscreen.com Deleted: Ken Kerry serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principals. Script to Screen is one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients, and winning numerous awards for excellence. Bob Molhoek Bob is an experienced leader who has used his creativity, entrepreneurial spirit, and marketing expertise to help dozens of businesses and brands create momentum and marketplace success. Bob is currently the Chief Marketing Officer at Dental Choice Holdings (AIRWAAV, Game On Mouthguards and CustMbite Dental Products). Most of Bob’s career has been spent leading strategy and business development at agencies including Fallon, Olson, and SixSpeed or leading startup ventures with company exits totaling more than $300 million. Bob has worked on leading global brands or their subsidiaries including BMW, Nike, Target, Allianz and UnitedHealth Group. 

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  • Join Us for “Direct Response Television: How Storytelling Can Grow Your Brand”

    Join Us for “Direct Response Television: How Storytelling Can Grow Your Brand”

    Join DRTV Expert, Ken Kerry and Dental Choice Holdings (CustMbite) CMO, Bob Molhoek Learn how to know if retail is right for your brand in 2022. Thursday, March 24, 2022 @ 2:00 PM ET/11:00 AM PT [embedded content][embedded content] #ThoughtLeaderThursday On March 24, 2022, Script to Screen, a Direct-to-Consumer agency, held a #ThoughtLeaderThursday webinar. Script to Screen Co-Founder, Ken Kerry, interviewed Bob Molhoek, CMO of Dental Choice Holdings to discuss Direct Response Television and how storytelling can grow your brand. Overview Why DRTV is essential for educating customers and how to break into retail Long form vs. short form content: which is right for your brand? The importance of channel diversity and media layering How to create problem-solution oriented content Our Guest As CMO of Dental Choice Holdings, Molhoek runs campaigns for AIRWAAV, Game On Mouthguards and CustMbite Dental Products. He is an experienced leader who has used his creativity, entrepreneurial spirit, and marketing expertise to help dozens of businesses and brands create momentum and marketplace success. Most of Molhoek’s career has been spent leading strategy and business development at agencies including Fallon, Olson, and SixSpeed or leading startup ventures with company exits totaling more than $300 million. He has worked on leading global brands or their subsidiaries including BMW, Nike, Target, Allianz, and UnitedHealth Group. Discussion Ken Kerry said, “Our discussion with Bob will highlight how he and Dental Choice Holdings have used DRTV brilliantly to garner record-breaking success for products such as AIRWAAV.      Direct response advertising can be the answer for similar products in various industries that will benefit from reaching the consumer quickly with vibrant and detailed visuals detailing new and innovative features.” Bob discussed with Ken why a long-form, direct-to-consumer campaign was the perfect vehicle for their snoring device system. “It’s about the education of the product. In the case of the snoring device, not too many people are familiar with this type of system so we need to educate them by doing a long-form infomercial where we can explain our product and make the consumer fully aware of what they are buying.” Ken asked Bob, “Why is DRTV an important part of the overall strategy of the company?” Bob said, “This goes back to education. A product like ours is more complicated and needs to be explained. That is why DRTV is a great platform to tell our story and drive sales.” Ken asked, “When looking at his in-mouth brand of products, is DRTV, Digital, and Amazon all within the goal to build the brand to get it to a big retail play? Is that the strategy?” Bob says, “Not necessarily. Target, CVS, and Walmart employees would need education on the products, which would be highly unlikely, therefore, the product would sit on the shelves. DRTV is the best platform for our products.” Bob says, “Every dollar we spend is measured and we are looking for a return on ad spend in every channel to optimize the business to achieve profit growth that every small entrepreneurial business is looking for.” Highlights 00.01  Introduction 02.15  Every dollar spent is measured 02.53  What roll do products play in the ultimate consumer’s life? 03.45  What channels should we invest in and how to market that product 06.45  Value equation is real when people understand it 09.48  The aspects of DRTV 10.36  The importance of contact 11.36  Outbound marketing 11.50  What’s working and what’s not? 13.02  You must have a compelling message 13.45  Closing remarks Ken Kerry Co-Founder and Executive Creative Director of Script to Screen www.scripttoscreen.com Deleted: Ken Kerry serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principals. Script to Screen is one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients, and winning numerous awards for excellence. Bob Molhoek Bob is an experienced leader who has used his creativity, entrepreneurial spirit, and marketing expertise to help dozens of businesses and brands create momentum and marketplace success. Bob is currently the Chief Marketing Officer at Dental Choice Holdings (AIRWAAV, Game On Mouthguards and CustMbite Dental Products). Most of Bob’s career has been spent leading strategy and business development at agencies including Fallon, Olson, and SixSpeed or leading startup ventures with company exits totaling more than $300 million. Bob has worked on leading global brands or their subsidiaries including BMW, Nike, Target, Allianz and UnitedHealth Group. 

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