Uncategorized Archives - Page 2 of 6

February 16, 2023

5 reasons why Super Bowl LVII marketing was like no other

With most of the Super Bowl ads hype in the rear-view mirror, we decided to take a dive into what made this year’s marketing push different. Even if you didn’t find the ads themselves to be creatively unique or powerful, there are trends and tactics in here that have something to say about how our culture and our marketing landscape is changing. #1 The appearance of Jesus: This year, the sea of alcohol and crass consumerism parted to make way for a brand re-fresh of Christianity. What does is say about our culture? The post-game banter says that we are as curious and skeptical as ever because we immediately wanted to know WHO was behind it. According to Christianity Today, the ads are partly funded by the family that owns Hobby Lobby, plus other evangelical groups. #2 The end of Anheuser-Bush InBev’s 33-year+ alcohol exclusive: While we may miss the Clydesdales and the likes...

January 25, 2023

in Marketing, Uncategorized

by Patricia Uhrich

2023 Direct Marketing: Top Trends and Predictions

With the unexpectedly rapid recovery of 2021 and 2022 in the rear-view mirror, and inflation slowing as we entered 2023, we are left with a big question mark on where the economy is headed. Will inflation plus rising interest rates trigger a recession, or will the Federal Reserve’s policies deliver the “soft landing” everyone desires? In either scenario, businesses are likely to spend more conservatively and look for highly measurable marketing tactics that have the largest impact on the bottom line — i.e., exactly what direct marketers aim to do regardless of economic conditions. Here are some of the top ways we expect businesses to benefit from direct marketing in 2023: Increased emphasis on B-to-B marketing: According to the White House, over the last two years, Americans have applied to start 10.5 million new businesses, the strongest two years on record. Layer onto that the fact that B-to-B markets have higher-value purchases...

September 27, 2022

in Uncategorized

by Patricia Uhrich

What it takes to win a Telly

Filming three versions of a DRTV spot with six actors, multiple extras and props in an outdoor location is akin to herding cats in a hurricane. Fortunately, our partners at Center City Film and Video are pros at managing what looks like controlled chaos. After months of concept and script development, we watched our creative vision come together in one frenzied day of shooting. The What Matters TV spot was conceived out of a need to appeal to a broad audience during open enrollment for individual health insurance. Together with our client, Blue Cross and Blue Shield of North Carolina, we knew our spot needed a setting that could serve as a common ground for a diverse group of people. We landed on a public park. Specifically, we chose the Philadelphia Navy Yard’s Central Green which had all the ingredients needed for a one-day shoot composed of numerous scenes. After a rain...

July 19, 2022

in Uncategorized

by Patricia Uhrich

Summer Reads for the Marketing Obsessed

If you’re reading for escapism, this list isn’t for you. Maybe check out some smart beach reads suggested by NPR. This list is for those of us in the marketing world who can’t resist a title that could improve our careers and how we run our businesses. It’s also good if you just want to look smarter than the sunburnt vacationer asleep in the beach chair next to you. For your strategy side: The Experience Maker: How to Create Remarkable Experiences That Your Customers Can’t Wait to Share by Dan Gingiss. You don’t have to be a CX strategist to appreciate this new book. It’s for business owners and marketers who understand the value of investing in customers to build loyalty and boost positive word-of-mouth advertising. As a reviewer on Amazon (also on Gingiss’ site) stated, there are plenty of books touting CX advice that’s totally impractical for the average business —...

June 1, 2022

in Uncategorized

by Patricia Uhrich

Pride Month. It’s about more than waving a rainbow flag.

With so many brands jumping on the rainbow bandwagon every June, it’s not surprising that the LGBTQ+ community may find some marketing practices as opportunistic, or even worse, hypocritical. Last year, Popular Information, an advertising-free online newsletter, called out 25 rainbow-flag waving corporations that donated a combined $10 million to anti-gay politicians. Understanding pride month is a good first step to ensure that your brand is in synch with the history and meaning behind this important event for the LGBT+ community. Here’s a refresher on the origins and significance of Pride Month. In the United States, the lack of rights and protections for LGBTQ+ community led to a gay rights movement beginning in the 1940s. The U.S. movement gained serious traction after the well-known Stonewall riots, which began in June of 1969. This series of spontaneous demonstrations in Greenwich Village, NYC was in response to police raids at gay bars but more...

May 20, 2022

in Uncategorized

by Patricia Uhrich

Direct Choice honored with Best of Show at Philly DMA awards

Last night’s Benny Awards Celebration was extra special on many levels. First of all, it felt so refreshing for everyone — our agency family and the greater Philly direct marketing community — to be together in person. That honestly would have been enough for an amazing night out. To our good fortune, the night became progressively better as we were awarded for our work across three marketing categories: Interactive – Social Media Winner: Blue Cross and Blue Shield of North Carolina “What Matters”. As part of a multi-channel campaign for individual health insurance, our social media campaign leveraged the star of our TV spot to garner attention. Each ad promoted affordable plans that can “check all the boxes that matter to you” for as little as $0 a month. Outdoor Campaign – Other Media Category (Outdoor, Transit, Posters, Point of Purchase): Blue Cross and Blue Shield of North Carolina “Healthy Blue +...

February 16, 2022

in Uncategorized

by Patricia Uhrich

What the HEALTH just happened with Super Bowl ads?

If you’re looking for the typical review of the best Super Bowl ads, you can count on AdAge or Adweek for that. They both agree that the Coinbase spot was the most effective. In case you missed it, here it is: https://www.youtube.com/watch?v=eIUD_NE1BDo $14 million well spent? Well, the bouncing QR code was so effective that it caused Coinbase to crash. Perhaps they took a cue from some of the DRTV spots Direct Choice produced last year? Anyhow, what struck us about this year was the emergence of health-related ads and the absence of Anheuser-Bush. Super Bowl 2022 ads posed an interesting contrast to the typical fare of chips, dips, pizza and beer. What’s Gotten Into Lindsay? Planet Fitness made a good bet that Inquiring minds want to know. They’re also betting that people are ready to get back to the gym, BIG TIME. Love the moment between her and Dennis Rodman which was easily...

January 18, 2022

in Uncategorized

by Patricia Uhrich

Important Trends for Direct Mail, Digital and TV for 2022…

Because getting left behind is not an option. You don’t have to be a trendsetter to be relevant. In fact, it’s much safer to be a follower of proven trends as long as you’re an early adopter. With that in mind, here are some top trends for DM, Digital and TV that you need to be aware of as we plan for success. DIRECT MAIL TRENDS QR Codes for Digital Response on the Rise: According to Who’s Mailing What, QR codes now surpass basic website URLs among mailings that include a digital response. QR codes appeared 40% of the time vs 31% for website URLs and 23% for social media. This is no surprise since QR readers are now built into today’s smartphone camera apps. Informed Delivery Is Growing Fast: This service by USPS allows customers to get a preview of what’s arriving in their mailbox via email, web or mobile app. It also...

November 17, 2021

in Marketing, Uncategorized

by Patricia Uhrich

Supply Chain Holiday Blues: Questions & Answers for Marketers.

It’s not just the title track of the 2021 Holiday Season. This year’s supply chain issue is a heavy dose of reality that has retailers scrambling to meet demand and end the year in the black. As marketers, we’re kind of caught in the middle with more questions than solutions. Our Q &A tackles some the broad questions behind this unprecedented Holiday marketing season. Why isn’t the supply chain keeping up with demand? The pandemic is ultimately to blame but there is no simple answer. Three key factors have led us to be unprepared for the uptick in demand. Just in time inventory management: Rather than keeping warehouses full, companies have switched to having raw materials and finished products arrive exactly when they need them. It’s a way of running leaner by eliminating excess inventory. Unfortunately, it leaves little room for surprises like a pandemic. Lack of warehouse workers and truck drivers:...

Uncategorized

directchoiceinc