This year’s Response Expo again brought representatives of the corporate marketing world, direct response agencies, traditional advertising agencies and television industry together for a look at what’s been happening in the direct response (DR) segment.

What a difference a year makes. Last year, the cable network representatives and managers in attendance at the Response Expo had inventory to peddle. In stark contrast, this year’s conference, held in San Diego May 11th through 13th, centered on how to make the most of the dwindling short form inventory. Focusing direct response (DR) dollars on what produces best while finding new inventory outlets will be the charge for DR advertisers and agencies in 2010 and 2011.  On the other hand, long form demand has not recovered as quickly as short form.

The conference also boasted numerous educational sessions with topics ranging from tracking leads against new media, innovative direct response, product placement and a case study review. As useful as these were, none came close to the appeal of the headliner’s presentation. Sir Bob Geldof stole the show.

Geldof is perhaps best remembered as the founder of Band Aid and an organizer of the original Live Aid in 1985.
But to be accurate, he could better be described as a true renaissance man. He’s not only been a rock star and philanthropist, but he’s also been a businessman, an actor and an inspirational speaker, to name just a few careers. Geldof’s talk drew references to Direct Response as he outlined the process by which he identified a problem (extreme African poverty), built support for that cause, communicated to the masses about it and eventually sold the idea to support this problem through a massive fund-raising effort.  His parting message was this: Africa, with all of its rich natural resources, will soon emerge as the next major marketplace. Brands should position themselves now to enter Africa because by 2015 this marketplace will be developed and starting to grow much like the China of today.