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ERA Interviews…Peter Koeppel

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This week ERA interviews Peter Koeppel, president of Koeppel Direct, Inc. Read Peter’s comments on how he counsels his clients to buy media, as well as why he attends ERA events year after year.

ERA: Peter, you have been involved in the DR industry for over 20 years. In particular, what led you to form your company, Koeppel Direct?

Koeppel: I’ve been involved in brand management, general advertising and direct marketing over the last 20 years. Prior to forming Koeppel Direct, I was a partner in a general ad agency and we started attracting some DR clients, who were looking to improve their results. I was impressed by how DRTV could precisely measure an advertiser’s ROI, so I decided to start a DRTV media buying firm. My first client, Hair Club, trusted our media buying abilities, because of some successes we had with their franchisees. Working together, we turned their business around from near bankruptcy, resulting in the company being sold for $40 million five years later.

ERA:Your company specializes in short form, long form and radio direct response media buying. How do you counsel your clients and let them know which format is most effective for their campaign?

Koeppel: We act as a DR marketing consultant with our clients. Through our experience and knowledge of the marketplace, we help determine the best media vehicles for our clients to optimize their results. Sometimes this process involves testing more than one form of media in order to achieve the right media mix for each campaign.

ERA: With so much audience fragmentation happening and media rates continuing to rise, how do you ensure profitability for your clients?

Koeppel: One of our larger clients told us that we buy and plan media more creatively than some other firms he has worked with. This involves constantly researching, testing and seeking out new media opportunities in the marketplace in order to maximize the profitability of our client’s DR campaigns.

ERA: What do you see as “the next big thing” to change the landscape of DR?

Koeppel: I believe that on-demand advertising has the potential to be the next big thing in DR. It allows the viewer to obtain more information about a product or service, in a longer format TV spot. On-demand provides DR advertisers with the ability to develop a spot length somewhere between short and long form, which should be an effective format for highlighting and selling the features and benefits of a product or service.

ERA: Your company frequently attends ERA events and conferences. Why do you choose to attend time and time again?

Koeppel: ERA’s events and conferences provide Koeppel Direct with a great opportunity to find out about the latest advances in DR, network with colleagues and clients and develop new business, while simultaneously having a great time.

For more information on Peter or Koeppel Direct, visit
or telephone 972.732.6110

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