Scott free

May 28, 2013 Leave a Comment

Yes, we are, sadly. Our incredibly talented and deservedly lauded VP of Production, Scott McLaughlin, has retired, and an era has closed out.

Can it be that time has passed so quickly? It seems only yesterday that we worked with him at Devon Direct our alma mater.  At that time Philadelphia’s largest ad agency, Devon was a blissful creative paradise, where Scott turned our out-of-the-box concepts into physical reality. (He was the guy that figured out how to turn a brown paper sack into an outside envelope that could be used to “Bag Your Answered Machine” for Bell Atlantic, among other first-ever challenges noodled up by us creative types.)

Scott’s talents are many. Undeniably the local dean of DM agency print production, he was an extraordinary creative partner in making ideas possible and affordable. New breakthrough designs were an opportunity for Scott to utilize his nonpareil knowledge of the realm of print production, along the way pioneering countless formats. Chances are if you see a unique concept in direct marketing today, it was launched by Scott McLaughlin.

A proud Scotsman, he couldn’t help but rub his hands together with glee over the opportunity to optimize efficiencies and squeeze every cent out of costs. (We don’t think Scott will mind us sharing that.) This is where big clients appreciated Scott the most—delivering superior value year after year, enabling a better bottom line.

While making the world safe for direct marketing, Scott (and Fran!) raised a fantastic family and traveled the world.  They can now be found in airports in diverse locations such as Southeast Asia, Europe and Philadelphia. Free at last.

We will miss you, Scotty. Thanks for all of it. We couldn’t have done it without you.

 

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn

 

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Siri-ously

August 7, 2012 Leave a Comment

If you’ve got an iPhone 4S, you may be able to relate.

In the ongoing “how lazy and helpless can I be” category, Siri is the latest techie drug to be embedded mere millimeters from our brains. (Somehow I think the next frontier isn’t eyewear, as Google would have us believe. It’s straight to the temporal lobe.)

She seems unthreatening enough. Apple describes her as the “intelligent personal assistant that helps you get things done just by asking.” Okay…a job description no one could argue with. But deeply inherent in that write-up is a subtle elbow in the ribs of everyone managing to survive to date sans Siri’s voice in their ear. “Intelligent personal assistant” (vs. the dim bulb sitting at a desk in the office?)…assisting you in your daily slog list “just by asking” (What a miracle! An assistant who listens and responds!) Yes, I deserve an assistant! you say to yourself, ever self-righteous, courtesy of the incredible folks at Apple. What they’ve tapped into is the vein of exhausted, under-recognized and oh-so-busy servitude in today’s workers, moms, Jay-Z wannabes and just about everybody else.

(Intriguing to note that Apple has resisted the temptation to use “who” instead of “that” when describing Siri, technically a grammatically correct choice acknowledging that she is an it, in the end.  Sort of the old Pat character from the Saturday Night Live sketch of old…?)

Right after swapping out my useless old iPhone 3 for the shiny new white 4S, I introduced myself to Siri. I’d seen the Samuel L. Jackson Siri awareness campaign on TV (we call him “Samuel L.” in my house) so I knew she could help me cook a romantic dinner for two as in the spot. (I use the feminine pronoun here, because she’s definitely been designed as a girl, I’m convinced…see below.)

What I didn’t expect was her comedic retorts and sense of humor. I engaged in a lengthy exchange with Siri as I drove around one afternoon in a desperate search for a party store. She dutifully found me three such outlets in the neighboring zip-plus-four (just by asking!!!). I thanked her once, she responded as one would expect, and then I apparently said something that truly inspired the enormous data response matrix that makes Siri run.

 

Me: Siri, you’re the greatest.

Siri: I knew you’d say that.

So now we’ve crossed the line.  No longer simply a responsive, robotic program presence, Siri revealed herself—as have generations of “personal assistants” before her—to be a cheeky, sly, eye-rolling Gal Friday after all. Think Mad Men’s Joan Harris after a truth serum martini or two.

Apple says Siri today is a beta, so I guess we can expect changes. Hopefully her spunk and spirit will remain.

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn

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Direct Choice is a finalist for the 2012 Volt Awards

April 10, 2012 Leave a Comment

Smart CEO magazine honors the area’s highest achievements in technology each year, and this year we are proud to be in the running in the “Innovators” sub-category.  With much of what we do being data-enabled, a key focus for our team is the ability to use data combined with customized communications tools to cost-effectively grow customer relationships.

Our entry is a combined troika of surefire growth applications:

  • Smart Renewal System—a data-driven annual renewal/cross-sell communication for small group health care insurance and other clients, which drives renewals as high as 95% and boosts ancillary product sales by 40%, at no additional marketing cost
  • Lead Machine—a customized acquisition communication system delivering response rates as high as 24%
  • Digital Contracts—a paperless system for clients requesting copies of their lengthy contracts, thereby saving  tens of thousands of dollars

Together, these innovative products—pioneered by Direct Choice’s Technology group, working closely with Creative—provide urgent, irresistible and bottom-line enhancing solutions that are being embraced by clients looking to save money and support green initiatives as they grow their revenue streams.

The Digital Contracts system results in 90% saving in package delivery costs, as well as in-stream environmental waste reduction of 99%. These achievements are in line with goals many CEOs are mandating for their organizations.

Make no mistake—technology and data fuel the approaches. But customized messaging and creative strategy supporting the client’s growth and retention goals implements the technology and makes it hum.

Learn more about Smart CEO [link: http://www.smartceo.com/].

Wish us luck on May 17th, when the Volt Awards winners are announced.

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, YouTube and LinkedIn.

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