Northern Response ‘Gets Business Done’ With ECRM  5/2/2017

Toronto-based Northern Response Intl. is a leader in direct response, home shopping and retail product distribution, and handles the licensing and distribution of infomercials, DRTV spots and product placement through five sales divisions: DRTV, Retail Sales, International Distribution, Internet/Database Marketing and USA Distribution.

Steve Knights, National Accounts Manager for Northern Response, has been attending ECRM EPPS meetings to showcase his company’s products for the past three years, having attended six meetings during that time, with his seventh coming up in July – ECRM’s Housewares, Household and General Merchandise EPPS in Chandler, Ariz.

Knights is a big believer in the power of face-to-face engagement with retail buyers. “More than 50 percent of our new business results from face-to-face meetings (versus 10 percent from email), so our participation in ECRM EPPS meetings are a critical part of moving our business forward in a more meaningful way,” says Knights. “The relationships we develop through ECRM are conducive to getting new listings, as the buyers who attend are on a ‘Treasure Hunt’ for new products.”

Indeed, Knights’ ECRM meetings have resulted in his products getting on the shelves at several grocery chains and a major pharmacy retailer, he says.

“ECRM delivers the best ROI for both time and expense invested,” says Knights. “Traditional trade shows are still an important part of our product exposure to the market, however ECRM is where the rubber hits the road. Whether it’s a new introduction or an opportunity to reconnect with an existing buyer, ECRM events provide the best setting for getting business done.”

He is also an avid user of the ECRM Connect App – which enables attendees to track their schedules and take meeting notes, and integrates to their MarketGate account to help with follow-ups. “The iPad technology really sets ECRM apart,” says Knights. “The quick meeting recap feature and attachable product sheets preloaded into the iPads, make the meeting summary and follow-up a breeze.”

However, the tech is not the only benefit of working with ECRM. The staff is also a key part of the experience. “The ECRM Account Managers ensure your best impression is made with your buyers by providing input and direction for your best show results possible,” adds Knights. “I recommend ECRM for anyone interested in a quality buyer engagement and the best chance for new business, or to grow your existing assortment.”  

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Steve Knights highlights some products at ECRM's 2016 Hosewares, Household and General Merchandise EPPS

Joseph Tarnowski

VP Content

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