DRTV Media Buying

Online Retailing Weathers the Economic Storm (Part 2 of 2)

Sat, 14 Mar 2009 11:14:51 GMT

Online retailers also reported high conversion rates and profits despite the many challenges that may lie ahead. The study revealed that the biggest challenges many of these businesses face is being able to sell across channels including web stores and catalogs.

That does not mean that online retailers are not struggling. Some retailers are fighting to increase sales by integrating their entire operating system, marketing and merchandising efforts to work across channels.

Online media buying is in demand since many businesses are also opting to operate their offline and online businesses as completely different entities. And 51 percent of the survey participants say that their online customers are actively pursuing at least one other retail channel.
Still, the majority of online retailers remains "cautiously optimistic" about the next 12 months. Online retailers know that there is no room for error in terms of what they need to deliver. A "quality web experience" is more important than ever, and certainly consumers, retailers and all of us will be watching closely this season.

Online Retailing Weathers the Economic Storm (Part 1 of 2)

Mon, 16 Feb 2009 00:59:37 GMT

There is good news to report on the economic front: Many online retailers are expecting average annual growth this year of up to 35 percent.

Many online retailers predict their businesses will perform better than the first half of the year's expectations. This information is courtesy of the State of Retailing Online Profitability, Economy and Multichannel report released last month by Shop.org, an online retailing unit of the National Retail Federation.

The study was based on a survey conducted by Forrester Research, Inc. involving 125 retailers in June and July 2008, when participants were asked about their plans and expectations for the year.

Five percent of the survey's participants say they believe their online business will perform even better than expected in the following year. Thirty percent say they believe their online business growth was slightly better than expected; 33 percent said business performed as expected and 32 percent say business growth was slightly worse than expected.

Increasing Marketing Efforts in a Slowing Economy

Thu, 20 Nov 2008 13:08:54 GMT

The slowing of the economy and rising unemployment rates has many marketing professionals unable to predict what this season will bring.

The challenges are many. It is becoming increasingly difficult for marketers to track campaign results and keep up with increasing media rates for their clients. Finding a marketing method that tracks measurable results is important.

Survey says. According to the 2008 �State of Marketer� survey report from Eloqua, accountability pressure is increasing. 86 percent of marketers reportedly feel constant pressure to provide clients with tangible results. Sixty-eight percent of marketers are actually measuring how much marketing service they provide as a quantifiable number to their bottom line.

Out with the old, in with the new. The reason some media buyers are having such difficulty providing accountability for advertising dollars spent is because they are still clinging to old, traditional advertising methods. Remaining on top of industry changes � especially the technological advances like the emerging mobile advertising market � is more important now than ever.

Complete media strategies are necessary. A recession can actually benefit marketing experts who know how to leverage their skills in media buying and take advantage of opportunities.

Yes�benefit.

Traditional advertising strategies are no longer enough. More and more Fortune 500 clients are searching for marketing firms that provide a unique, nontraditional approach that gets clear, measurable results. These marketing experts should have a proven record of being able to capture (and keep) the target audience's attention and encourage sales conversions across all media channels.

Who-TV Prepares Viewers for the Digital Transition

Sat, 18 Oct 2008 14:55:57 GMT

Who-TV has been busy preparing its viewers for the television transition coming February 9, 2009.

Recently, the local Iowa broadcast television station, conducted a test to determine whether viewers are prepared to go digital. An estimated 18 percent of Des Moines, Iowa residents currently get their TV signals over the air.

Ready to go digital? The "Who Test" involved running a banner containing text instructing viewers to switch over to the digital channel to see the same program in progress without the banner. Viewers unable to do so will recognize that they are not ready to go digital.

According Dale Woods, VP and general manager of Who-TV, the digital test was "Fantastic." He explained that the test really helped viewers realize the reality of the transition, and that is not so far away.

Why is this important? Call this test an innovative way of nudging the public into taking action before the change. And perhaps as Iowa goes, so goes the whole nation. Either way, the change is coming and viewers throughout the U.S. need to make the switch sooner rather than later.

The Future of Mobile Advertising: A Media Buying Dream?

Sun, 05 Oct 2008 17:09:55 GMT

The potential of mobile advertising has media buying experts getting excited (and with good reason) about seemingly the limitless possibilities.

With new devices like the iPhone emerging on the scene, the newest generation of mobile devices comes fully equipped with full browsers allowing consumers to remain connected

everywhere. Advertisers have an open opportunity to make a strong impression on this market with their products ands services.

Is the world ready for mobile advertising? The fact is that mobile advertising offers media buying experts a multi-faceted opportunity to reach their target market. What could

be better than that?

Still, media buyers and media buying experts know that mobile advertising is unchartered territory. These mobile devices are nothing like television and other traditional

advertising methods. Mobile devices allow consumers to search for, receive and share information with others in an instant.

A crash course in mobile media trends� Advertisers are attempting to learn all they can about the mobile Internet audience and what it will take to get their attention. Keep an eye

on developments within the mobile web market to find out just where mobile advertising fits in.

The Web and Decision-Making: Why (and how) the Internet is becoming our most powerful media.

Thu, 07 Aug 2008 18:58:16 GMT

The Miniwatts Marketing Group has been charting Internet usage by world region since 1995. Statistics show an overall increase in Internet market penetration. In fact, less than 1 % of the world's population (.4%) were regular Internet users in 1995. The most recent figures, from March of 2008, show an Internet usage increase of over 2000%. From that same source, we also know that worldwide Internet usage figures are now at 21.1 % or the world's population (1,407 million Internet users worldwide).

No other type of media has grown so dramatically during the same time period.

Internet usage has grown most rapidly in industrialized nations. Internet usage in industrialized regions of the world, where individuals tend to have a higher per capita income, has increased even more rapidly than in other areas.

For more please visit our media buying archive at www.koeppeldirect.com

Reaching Baby Boomers

Thu, 15 Nov 2007 16:43:14 GMT

In the past, advertisers have focused on reaching consumers in the 18-49 age range. Today, that may be changing. As more and more companies are realizing the buying power that the Baby Boomer generation possesses, infomercial marketers are shifting their ad dollars and campaigns to reach this powerful market segment.

The Baby Boomers-those born between 1946 and 1964-comprise a market of 76 million people. And unlike the younger generations who are saving to buy houses and cars and struggling to raise a family, Boomers have a fat wallet of disposable income (some experts have approximated that Boomers have nearly a trillion dollars of spending power). Knowing this, no direct response television company can ignore the sheer size of the market, nor the wealth or voice that they have. That's why smart marketers are rethinking their ad campaigns and targeting this profitable niche.

So what's the best way to reach this market? TV and Internet, for sure. While television is still the most effective medium for reaching Boomers, the online options are growing fast.

Peter Koeppel Selected As Chairman Of Prestigious ERA Meetings and Conventions Committee

Mon, 01 Oct 2007 19:34:13 GMT

Peter Koeppel has been selected as chairman of the Electronic Retailing Association Meetings and Conventions Committee. As chairman, Koeppel will head up one of ERA's most important committees, which accounts for a sizeable portion of ERA's revenues. "I'm honored that I was selected as a chairman for such a prestigious ERA committee. "We selected Peter because of his leadership, strong marketing background and his continued commitment and contributions to ERA," said Karla Kelly, VP of Meetings for ERA.

Peter Koeppel is founder and president of Koeppel Direct, a leader in direct response television - DRTV, online, print and radio media buying. Peter has over 25 years of marketing and advertising experience. Koeppel has helped Fortune 1000 businesses; small businesses and entrepreneurs develop infomercial campaigns to increase profits.

Typical DRTV Purchaser

Mon, 16 Apr 2007 14:41:48 GMT

Direct Response Television (DRTV)

Direct response television (DRTV) is an excellent vehicle for marketers to utilize for selling product and services directly to consumers. Direct response TV has proven to be an effective marketing channel for both Fortune 1000 companies as well as entrepreneurs. Direct response television consists of both short form DRTV spots, generally:60 or :120, and long form DRTV, which are commonly referred to as infomercials. DRTV works best for products that appeal to a broad audience and are highly demonstrable.

Typical DRTV Purchaser

The typical direct response TV viewer and purchaser is a woman about 50 years old with a household income around $55,000. However, males now make up a sizeable segment of the DRTV viewing audience. In fact, one of the leading direct response television products over the last several years was a ladder product and 60% of the DRTV purchasers were male. In recent years the direct response TV industry has experienced growth in DRTV purchases among a younger segment of the direct response television audience.

The Future of DRTV Media Buying

Fri, 30 Mar 2007 19:17:50 GMT

I expect video on demand (VOD) to become a big growth area for Direct Response Television (DRTV) marketers. This will allow consumers interested in finding out more about a particular product or service to view a longer format commercial, somewhere between a short and long-form DRTV spot length. Comcast and others are aggressively moving forward with VOD programs.

Due to the fragmentation of the viewing audience, I expect to see the industry start to air commercials in new mediums such as cell phones, iPods, gaming devices, etc., to more efficiently reach various segments of the population.

Peter Koeppel is Founder and President of Koeppel Direct

Make your next new DRTV product rollout a success

Mon, 12 Mar 2007 19:16:14 GMT

An "If you build it they will come" mentality may work for baseball fields but not necessarily for new product launches. The truth is that whether you're a designer debuting a new faucet profile or a large manufacturer rolling out a new cabinetry collection, you need to follow a proven 10-step process that will give your new wares the greatest chance for success:

Develop a DRTV direct response television product that's in your area of expertise. If you or your company are already an expert in a certain field (plumbing or appliances, for instance), then stick with that area of expertise. If you're an authority in a particular area, you will better understand what the consumer finds interesting about the product and know how to most efficiently market it.

Research your potential consumer. Find out if your new product has market appeal by conducting a survey of past customers who bought a similar product in your line and ask for their opinion of this new product. You can also engage focus groups to give you input.

Research existing patents, then file for a patent. Take note: Someone else may have already come up with your brilliant idea but has yet to launch the product. Nearly 97 percent of all patented products never make it to market, so go to the U.S. Patent Office website at www.uspto.gov and complete a product search. Also, be sure to check out retail stores and scan catalogs to see if any similar merchandise is currently available.

Make a prototype of the product. Before you file for a patent, you need a prototype of the invention. Be sure this is the final form of the product idea you want to patent, because if you make changes after your patent is filed, you'll need to re-file.

Ask the right questions. When you're considering patenting something, be sure you ask yourself some key questions to determine if it's a good idea to move ahead, such as: "Is this a unique product that solves a real problem?" "Is this product easy to manufacture?" "Who will buy this product?" "What is the size of the direct response market?" "What are the growth prospects?" and "Who's the competition?"

DRTV and the Future of Television

Tue, 06 Mar 2007 15:23:49 GMT

The union of direct response television and the internet is spawning a wide variety of offspring Bosses in the television industry have been keeping a nervous eye on two Scandinavians with a reputation for causing trouble. In recent years Niklas Zennstr�m, a Swede, and Janus Friis, a Dane, have frightened the music industry by inventing KaZaA, a "peer-to-peer" (P2P) file-sharing program that was widely used to download music without paying for it.

Then they horrified the mighty telecoms industry by inventing Skype, another P2P programme, which lets internet users make free telephone calls between computers, and very cheap calls to ordinary phones. (The duo sold Skype to eBay, an internet-auction giant, for $2.6 billion in 2005.) Their next move was to found yet another start-up -- this time, one that threatened to devastate the television industry.

It may do the opposite, as it turns out. The new service, called Joost and now in advanced testing, is based on P2P software that runs on people's computers, just like Skype and KaZaA.

And it does indeed promise to transform the experience of watching television by combining what people like about old-fashioned TV with the exciting possibilities of the internet. But unlike KaZaA and Skype, says Fredrik de Wahl, a Swede whom Messrs Zennstr�m and Friis have hired as Joost's boss, Joost does not "disrupt" the industry that it is entering. Instead, rather than undercutting television networks and producers, he says, Joost might, as it were, give them new juice.

There is, in short, no consensus about the best way to combine television with the internet. Instead, there are a variety of experiments, of which Joost is the latest example and YouTube the best-known. But as with telephony, the internet is unpicking service delivery from network ownership. Joost, YouTube, iTunes and Netflix do not need their own networks to supply their video services: they can piggyback on fast internet links provided by others.

Screen India

DRTV Firm Announces Integrated Media Buying Services

Wed, 28 Feb 2007 20:17:22 GMT

Nationally recognized direct response television media buying firm, Koeppel Direct, introduces their breakthrough Multi-Channel Direct Response approach to media buying.

Koeppel Direct, a leader in direct response media buying for the past decade, is launching a new service: Multi-Channel Direct Response media buying. The announcement will take place at the upcoming Electronic Retailers Association meeting. This new service combines direct response media buying for television, online media, print and radio. This industry-transforming announcement of Koeppel Direct's new media buying approach will enable direct marketers to maximize profits from their direct response advertising.

As part of their Multi-Channel Direct Response media buying services, Koeppel Direct has formed Koeppel Interactive, a specialty division providing online buying for direct marketers. The combination of DRTV, online, print and radio media buying services allows Koeppel Direct to maximize campaign performance for direct marketers.

"Our Multi-Channel Direct Response media buying approach brings together a full range of media options and allows us to find the channels that perform best for each campaign," touts Peter Koeppel. "This helps optimize clients' media campaigns and maximize their return on investment."

Koeppel Direct is headquartered in Dallas, Texas, with satellite offices in Detroit, Austin, Iowa and Chicago. The Electronic Retailers Association meeting will take place in Las Vegas, Nevada, on September 9th - 12th.

Adapt to the Changing DRTV Media Environment

Fri, 23 Feb 2007 19:25:23 GMT

How does one stay ahead of the curve and adapt to the changing drtv media environment? In my opinion, Steve Jobs, CEO of Apple Computers and Rupert Murdoch, chairman of News Corp., are two of the leading media figures in business today. They understand the changing media landscape better than others and are positioning their companies to capture revenue from Interactive and emerging digital media. Keeping on top of the latest moves of Murdoch and Jobs may provide you with insights into the latest changes in the direct response television media landscape.

Shift to Interactive and Digital Media

Murdoch has spent $1.6 billion recently buying up Internet businesses. He also plans to spend an additional $1 billion for adding broadband to DirecTV, according to a NEWSWEEK interview (2/13/2006). Murdoch also noted in NEWSWEEK that, In the whole world today, only 190 million homes can receive broadband. That's going to go up in the next 10 to 20 years to at least 3 billion homes. We're just now at the very beginning of the shift to digital media. He understands that the convergence of TV and the Web is coming and that can translate into a major revenue source. He also understands that to reach consumers today they need to be targeted through a myriad of devices and media outlets. Murdoch notes in the NEWSWEEK interview that in other parts of the world, where mobile-phone service is more developed, people are downloading segments of the Fox hit 24 on their cell phones.

Apple has sold 42 million iPods according to the Wall Street Journal. Jobs has worked out deals with NBC and ABC, so that consumers can download shows like Desperate Housewives and Lost onto their iPods for $1.99. Jobs is also capitalizing on selling video clips on the web. Apple sold 12 million video clips at $1.99 each from its popular iTunes Music Store in just a few months, according to the Wall Street Journal (3/1/06).

Peter Koeppel is Founder and President of Koeppel Direct

Mistakes To Avoid When Testing Or Utilizing DRTV

Thu, 22 Feb 2007 16:35:37 GMT

If you've ever dreamed of marketing the next big product sold on TV through an infomercial, here are some mistakes you need to avoid to increase your chances of success. Direct response television (DRTV) can be an excellent platform for marketing innovative products directly to consumers. However, it's important to understand the many components of a DRTV campaign before venturing into this method of advertising.

Not Working With Experienced DRTV Vendors

Working with vendors that are experienced in all areas of the DRTV marketing process will greatly enhance your chances of success. It's essential to work with an experienced DRTV production company, media buying firm, telemarketing firm, card processor and fulfillment company. Only a small percentage of DRTV products are a hit, but every so often an inventor or direct marketing company will come up with a DRTV product that is a home run. More often than not, these marketers will have aligned themselves with seasoned DRTV experts.

Make sure the vendors you select have worked on a wide range of DRTV campaigns. Ask them for case histories so you can evaluate their performance and capabilities. Review the TV production company's commercial reel, so you can gain a better understanding of the quality of their work. An agency that produces branding and image advertising rarely has the capability to produce an effective DRTV campaign. DRTV commercials are designed to sell and brand/image advertising is designed to build awareness.

Experienced DRTV media buyers know the right networks -stations -dayparts to purchase to make your product a winner on TV. Through careful research, an experienced direct response media buying firm understands how to reach your target audience most efficiently and should have the leverage to access low media rates for the test and rollout of your product/service. They should also have direct response media buying software that links up with the telemarketing firms and allows them to track and evaluate media performance by network/station and daypart (time of day).

An experienced direct response television telemarketing firm has the capability to effectively sell, can handle large call spikes, provides real-time access to results and records all calls so you can listen to them and evaluate performance. This information will allow you to adjust campaign elements such as the price, offer and operator script, based on results and consumer feedback.

Your fulfillment partner should have the ability to fulfill orders on a timely basis both from the telemarketing firm and through the web. But there's a great deal more that you should expect from your fulfillment company besides fulfilling orders. They should have a call center to answer customer service calls, provide warehousing, inventory control, tracking, etc.

Not every bank can process credit card orders from a DRTV campaign. The merchant processor needs to be able to handle a large number of orders and they should be connected with your fulfillment house, so that they can fulfill your orders. There are merchant processors who work specifically with the DRTV industry and it's recommended you hire one of those processors.

Peter Koeppel is Founder and President of Koeppel Direct

What Should You Look for in a DRTV Media Buying Agency?

Tue, 20 Feb 2007 15:39:51 GMT

Once you're convinced that a DRTV media buyer can make a positive impact on your advertising campaign, you can use the following tips to find the right one for your business. First, look at their track record or some case studies from their existing clients. Have they worked with companies in a similar industry as yours Were they successful?

Next, consider their buying volume and leverage. A company with a larger buying power will know more about what works and what doesn't for a broader range of businesses. Also, look for a creative media buyer who will seek out different opportunities when things don't work and who will be able to breathe new life into a slowing campaign.

Finally, consider what type of research tools they use for identifying target audiences, and the networks and stations ads may run on. An expert media buyer will be able to help you figure out what medium will work best with your product.

Effective Advertising in the Future

In today's competitive environment, understanding how to effectively market your company is more important than ever. By forming an alliance with a seasoned media agency, you'll get more for your advertising money, avoid the common mistakes that marketers make when they try to purchase ad space on their own, and enhance your chances of tapping into the best media options available. Use this information to find the right media buyer for your business, and you can maximize the return on all your advertising investments.

About the Author: Peter Koeppel is Founder and President of Koeppel Direct, a leader in direct response television media buying, marketing, campaign management and creative strategies. He has over 20 years of marketing and advertising experience. Peter is a Wharton MBA and has a unique background, having worked as a partner, account supervisor, brand manager and now, President. He helped improve the media buying strategies for clients such as The Hair Club for Men, Ben Hogan Golf, H.J. Heinz and DIRECTV. For more information on his work, please visit: www.koeppeldirect.com or call: 972-732-6110.

DRTV Media Buying

Fri, 16 Feb 2007 22:58:53 GMT

While media buying remains a key plank in the direct response marketer's strategy, it has become more and more challenging to get a pure-play DRTV hit. The high cost of television media coupled with more competition for media slots makes it harder than ever to launch a new DRTV product.

One of the problems is that there are more direct response television marketers on television than ever, competing in the same product categories for the same avails. We are also seeing an erosion in the value of linear television itself. Technology influences and lifestyle changes are diluting the mass-market effects that made broadcast TV such an attractive advertising medium in the first place.

Following are some of the factors contributing to this erosion:

A flood of new cable channels and niche programming options are undermining the mass-media marketing formula
Overall television viewership is decreasing; television advertising is reaching a smaller audience
Television viewers are forwarding past commercials using DVR technologies such as TiVo
More and more viewers are multi-tasking while watching television. Our busy lifestyles and multi-media remote controls are filtering out more and more television ad content.
DVDs, video on demand (VOD), video games and other technologies are competing for viewers' attention/time
Pirating of television shows on peer-to-peer networks using technologies such as BitTorrent
Today's consumers prefer the Internet over television for product information; they tend to be tougher, more educated buyers

Koeppel Direct understands this new landscape and works with drtv marketers to not only launch online campaigns, but also to leverage their television advertising to achieve better results on the Web. In addition, we help direct response marketers make the transition to on-demand television advertising, showing them which options (e.g. sponsorship of on-demand networks, showcases, in-stream ads, etc.) will get the best response rates.

Peter Koeppel is Founder and President of Koeppel Direct

Build Your DRTV Brand

Thu, 15 Feb 2007 23:43:16 GMT

Entrepreneurs and business executives always strive to gain a competitive advantage in the DRTV marketplace. They want to outsell the competition, be known as a solutions-provider to customers, and have those in their field perceive them as the market leader. Those are certainly lofty and admirable goals, but are they achievable? Yes! The secret is to create a brand for your company that gives you "top of mind awareness" to all who think about your industry, product, or service.

The fact is that to be successful, you want to be the first name or brand people think of when they need the particular product or service you offer. The best way to ensure consumers think of your product or service for their needs first is through strategic and effective branding initiative.

What exactly is branding? Many definitions exist. In its simplest form, branding is a process you can use to differentiate your business from competitors. This is important, because unless customers view you or your company as somehow different than your competitors, you will become nothing more than a commodity. And we all know that commodities rarely stand out in people's minds.

Building a direct response television brand is not always easy, nor is it an exact science. In fact, what works for one company many not work for another. However, following are some strategies that will enable you to begin creating a brand that stands apart from the competition. That's when you'll experience the rewards of increased name recognition and higher profits.

Peter Koeppel is Founder and President of Koeppel Direct

A Case Study in How Tweaking, Re-testing Can Pay Off

Wed, 14 Feb 2007 17:22:40 GMT

It may be helpful to illustrate, through a case study, how a client was able to improve the performance of a DRTV campaign by aggressively reworking various elements of the show. This client grew interested in marketing a nutritional supplement, because it had performed very well on one of the home shopping networks. He wanted to translate this success into an infomercial campaign. Here's what happened:

1. Initial Infomercial Test Failed. The client first produced an infomercial that tested at a . 3 media ratio ( revenue/media cost = media ratio) . A 1.0 is a break-even media ratio, so this show was deemed a failure. In analyzing the show, it was determined that the spokesperson who had worked so well during the live shopping show, didn't come across as effectively in the infomercial. In addition, the show came across as boring, since it consisted of too many long testimonial segments.

2. Switch to Short-Form Campaign Improved Results. The decision was then made to scrap the infomercial, drop the price point and attempt to sell the supplement through a two-minute commercial. The client chose a new direct response television production company to produce the commercial. The spot focused more on the most important product benefits, the spokesperson was eliminated, testimonials were shortened, telemarketing was switched to a more sales-oriented group, which resulted in dramatically improved participation in the continuity program, ensuring more back-end revenue. As a result, the media ratio improved to a 1.0.

3. Free Offer. The client then decided to include a free offer to increase call volume, in an attempt to increase the upfront revenue/ media ratio. The campaign switched to a one-minute spot, the media buy was then refined, focusing media spending on the networks that performed most effectively. These changes bumped the upfront media ratio over a 2.0. However, the customer order cancellation rate then increased dramatically, which adversely impacted profitability.

This final occurrence led to the recognition that the free offer needed to be extended, in order to give the user adequate time to realize the benefits of the supplement. From glowing consumer testimonials, the client knew this was a very effective product and that once consumers experienced the difference it could make in their lives, they would likely stay on the product. So now the plan is to go back on the air with a one-minute campaign including the extended free offer.

Peter Koeppel is Founder and President of Koeppel Direct

Exploiting New Niches for DRTV

Wed, 14 Feb 2007 16:16:29 GMT

I read an article recently in a housewares industry publication about a bidding process that has been established by major retailers called a reverse auction. The way it works is that suppliers are required to submit bids, typically online, and the lowest bidder gets to sell its product line to the retailer. This bidding practice has further squeezed the already thin profit margins realized by the suppliers.

If you think about it, this creates a great opportunity for the DRTV industry. Household product suppliers that manufacture products suited for direct response should now be more open to marketing their products directly to consumers, in order to increase profit margins. And the proliferation of new cable television networks, such as HGTV and The Food Network, allows marketers to more precisely target their message to specific audiences.

Explaining the Latest Technologies

Another industry that could benefit from utilizing direct response television advertising is technology. There are many new, high-tech gizmos being introduced that are confusing to consumers and, as a result, fail.

An infomercial is the perfect platform to explain how these new technologies work, how easy they are to use and how they can make your life easier and save you time and money. AOL, Windows 95 and TiVo all had varying degrees of success utilizing infomercials to introduce new technologies. And technology oriented audiences can now be effectively targeted through networks such as Tech TV and the Sci-Fi Channel.

Peter Koeppel is Founder and President of Koeppel Direct.