Script-to-Screen co-founder Ken Kerry sat down with Cannella Media CEO Rob Medved to discuss top DTC strategies, media buying tactics, and more! Rob Medved has over 25 years of experience in the direct-to-consumer industry and led highly successful campaigns for Beachbody, Jack LaLanne Juicer, Tae-Bo, and more!
Our Guest
Rob Medved is a 25-year veteran of direct-to-consumer media and marketing. He began his career trading in the S&P 500 pit at the Chicago Mercantile Exchange. While there, he authored six computer training guides, partnering with Frank Cannella to publish and market them. After selling the book series to a division of The Chicago Tribune, he joined Frank at Cannella Response Television, now Cannella Media DTC, LLC. In addition to marketing various hit DTC products, including The Weed Thrasher and The Banjo Minnow, Medved has established Cannella Media DTC as a foundational player in the DTC media and marketing space. Under his leadership, Cannella Media DTC has grown to become the most innovative, data driven DTC agency and media platform, helping manage various brands such as Tae-Bo, Beachbody, Emeril Lagasse Power Air Fryer, Jack LaLanne Juicer, and many others. 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, 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
Ken Kerry said, “We couldn’t have asked for a guest more connected to what’s working optimally in today’s world of Advanced TV. Rob 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 Rob’s knowledge and secrets in practical and easy to understand terms.”
For 35 years, Cannella Media DTC has helped marketers to build brands through smart, transparent, and efficient video placement. Rob Medved says, “We specialize in all media lengths – short form, mid form, and long form, and business objectives. Here we will discuss Cannella Media’s CPA network and our winning methods in more detail.”
Trends are changing and you must be ahead of the game and ready to pivot into the new areas of marketing your product.
This is all about marketing tactics. How to build lasting client relationships. Getting involved from the beginning to the end of the purchase. Cannella makes it a habit to order the product and their team uses it to see how the product performs for purposes of media space. This enables them to know the audience and who is buying the product. They live it and treat it as if it is one of their own products. It’s moving into the world of ensuring that Cannella is in tune with all the distribution points of media and understanding what’s going on out there because so much is changing. It’s about contact, data, creating enough iterations of that content so that you can hit all the channels of distribution.
There is so much that isn’t the “tried and true” principles of marketing. Always hold true so you’re still relevant, but you must be in tune with what makes the money come in. It is, after all, a business.
Highlights
01.34 Opening Introduction
03.35 Cannella’s Story
04.48 Launching a campaign – it starts with you!
07.07 Drive Retail
09.47 Consumer response dollars
11.50 Mass market exposure
14.44 Media trends in 2022
21.22 The ideal client
22.55 Your agency needs to understand DTC marketing
30.34 Closing remarks
Co-Founder and Executive Creative Director of Script to Screen
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.
CEO of Cannella Media DTC
Rob is a 25 year veteran of direct to consumer media and marketing. He began his career trading int he S&P 500 pit at the Chicago Mercantile Exchange. While there, he authored six computer training guides. partnering with Frank Cannella to publish and market them. After selling the book series to a division of the Chicago Tribune, he joined Frank at Cannella Response Television, now Cannella Media DTC. In addition to marketing various hit DTC products, including the Weed Thrasher and the Banjo Minnow, Rob has established Cannella Media as a foundational player in the DTC media and marketing space.
Under his leadership, Cannella Media has grown to become the most innovative, data driven DTC agency and media platform, helping manage various brands such as Tae-Bo, Beachbody, Emeril Lagasse Power Air Fryer, Jack Lalanne Juicer, and many others.
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