Hello!
In 1984, I was in the right place at the right time.
TV Media time was deregulated from 5 minutes to
30 minutes.
It was an amazing concept to be able to go into
anyone's home, for 30 solid minutes with your
'Infomercial' pitch.
Rates were originally so low, frequently we ran
the same show on the same stations, 5 times a day.
Profits were through the roof
and so was our enthusiasm.
I took to Direct Response Media Buying, like a duck takes to water. Not only is it the Stock Market of Advertising, it is all based on factual Consumer Response Reporting!
No one has ever out-performed: my bottom line results, in Any campaign! How do I know this? From 'Factual Results Reports'!
From the beginning, my rates were so low, that I would sell my rates to my competitors. After a while, I was being hired by my peers & competitors to go into their companies to teach their buyers how to negotiate the lowest rates, as well as media plan to meet client budgets profitably.
This led to my being the only person in the Infomercial Industry to create Annual Negotiating Seminars, held at the Ritz Carleton in Marina del Rey. The response to the Negotiating Seminars met with rave reviews!
Utilizing strategic media buying planning and processes to acquire the lowest rates to Maximize ROI, is my key to success!
I give 200% to every buy, working thoroughly to maximize market reach and bottom line profits in every market of the country.
My commitment to negotiate the very best deal with every single media outlet is: tenacious, persistent and successful, to maximize bottom line results.
I keep the big picture in mind, while thoroughly attending to every small detail.
Beginning my career in 1984, I pioneered all of Canada media buying for 30 minute Infomercial's, as well as bought for all National Cables, branching into broadcast buying for all 211 markets.
With a 25 year proven track record of increasing bottom line profits, and maximum high profile reach... no challenge is too small or too great!
My passion is bottom line profits, for each and every marketing advertiser... by helping you go DIRECTLY to your target consumer!
By really listening to my client's needs, and collaborating to incorporate all aspects of every client's goals ..
Increased ROI is Guaranteed!
Gabriella Donivan's Resume
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Took nearly bankrupt company to $500K weekly profit by revamping product and marketing campaign.
Took nearly bankrupt company to $500K weekly profit by revamping product and marketing campaign.•Developed consumer education/crisis management programs for companies like TWA, Tylenol, and Exxon.
Developed consumer education/crisis management programs for companies like TWA, Tylenol, and Exxon.•Preserved $9 million revenue for major client by successfully reversing growing media preemptions.
Preserved $9 million revenue for major client by successfully reversing growing media preemptions.•Developed product presentation and national media buying strategies for clients that increased profitability by using measured-response processes.
Developed product presentation and national media buying strategies for clients that increased profitability by using measured-response processes.•Generated $10 million return on $2.2 million investment per month as 1 of 1st 10 media buyers in the industry.
Generated $10 million return on $2.2 million investment per month as 1 of 1st 10 media buyers in the industry.•Took 2 startup companies to $20 million in revenues in 1st year.
Took 2 startup companies to $20 million in revenues in 1st year.•Achieved 5-fold ROI ($3.75 million monthly revenue) through launch of 30-minute advertising in Canada.
Achieved 5-fold ROI ($3.75 million monthly revenue) through launch of 30-minute advertising in Canada.•Key in taking advertisers from local to national coverage. Created strategies that increased annual media purchases from $500K to $50 million.
Key in taking advertisers from local to national coverage. Created strategies that increased annual media purchases from $500K to $50 million.• Saved over 200k in net profits first two weeks of media reconciliations.
Saved over 200k in net profits first two weeks of media reconciliations.•Nativity Stones. Built internal media buying agency that resulted in $1.5 million savings. Established financial performance measurements, hired/trained staff, streamlined operations, and automated key business processes.
Nativity Stones. Built internal media buying agency that resulted in $1.5 million savings. Established financial performance measurements, hired/trained staff, streamlined operations, and automated key business processes.•"In Answer to Your Questions." Created PR infomercial with 60 Minutes-style format for corporate crisis management (such as TWA, the Tylenol capsule, etc.) to answer consumer questions and concerns.
"In Answer to Your Questions." Created PR infomercial with 60 Minutes-style format for corporate crisis management (such as TWA, the Tylenol capsule, etc.) to answer consumer questions and concerns.•Infomercial Media Buying School. 1st in world to offer 6-week media buying skills training course. Slashed 2 years from average learning curve for infomercial buying.
Infomercial Media Buying School. 1st in world to offer 6-week media buying skills training course. Slashed 2 years from average learning curve for infomercial buying.•Charles J. Givens Institute. Led company from near bankruptcy to profitability; $24 million in annual sales. Refocused product, created/executed leading-edge marketing strategy, and structured/negotiated $4 million media buying schedule.
Charles J. Givens Institute. Led company from near bankruptcy to profitability; $24 million in annual sales. Refocused product, created/executed leading-edge marketing strategy, and structured/negotiated $4 million media buying schedule.•Success Institutes, Inc. Developed "Home Business Conference" infomercial, including staff training, structuring 800# tracking, and media sourcing – increasing seminar revenues 35% above the competition's.
Success Institutes, Inc. Developed "Home Business Conference" infomercial, including staff training, structuring 800# tracking, and media sourcing – increasing seminar revenues 35% above the competition's.•Williams Television Time. Preserved $9 million revenue by improving TV media relations and negotiating systems.
Williams Television Time. Preserved $9 million revenue by improving TV media relations and negotiating systems.•MagneSystems, Inc. Consulted in product evaluation, price point, 800# setup, 800# scripting. Determined target markets; set up in-house accounting systems for tracking; trained media agencies to client's needs.
MagneSystems, Inc. Consulted in product evaluation, price point, 800# setup, 800# scripting. Determined target markets; set up in-house accounting systems for tracking; trained media agencies to client's needs.Pioneered concept of "additional coverage" – buying for 100+ shows at rates 25%-50% less than the competition's.
•Clients included Richard Simons, "Deal a Meal"; John Ritter, "Make the Grade" (American Telecast); and MicroDiet. Took American Telecast Broadcast.
Clients included Richard Simons, "Deal a Meal"; John Ritter, "Make the Grade" (American Telecast); and MicroDiet. Took American Telecast Broadcast.•Propelled cable programs to national broadcast markets making them the most profitable half-hours in country. Developed infomercial software program. Secured best media at best rates.
Propelled cable programs to national broadcast markets making them the most profitable half-hours in country. Developed infomercial software program. Secured best media at best rates.Testimonials
“ If you want to work with an honest media buyer who sees the big picture then you need to work with Gabriella Donivan. We have worked with her for over 4 years because she pays attention to detail, keeps us out of bad markets and most importantly has reduced our cost per lead by over 40%".
Kris Kirschner, C.E.O.- autopilot® complete real estate systems, Inc.
“Gabriella Donivan is by far the most capable media professional I have ever worked with. She is extremely thorough and works hard to be sure every penny is carefully spent and produces the best possible result. If Cost Per Lead is important to you, then she’s the right person for the job.”
Cameron Dunlap, President: Specialty Communications, Inc.
"Gabriella is the most people savvy buyer I ever trained. She knows the markets, the rates and the best negotiating tactics. There's not a better media buying teacher in the business."
Tim Hawthorne. President: Hawthorne Direct
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