Direct Marketing Tag

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 +...

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Brand Advertising and Direct Marketing – aka Beauty and the Beast.

by Bill Rogers   Many years before joining Direct Choice, I strolled into a creative presentation with Progressive.com weary from an early flight but emboldened by the solid direct mail concepts my team had prepared. This was before Arnold Worldwide had crafted the beloved Flo character. At the time, Progressive.com was the new kid on the block, smothering the airways with a bold offer: get the best quote on auto insurance even if it’s not ours!  It was a novel approach, not to mention an offer that was built for direct mail. The presentation was going exceptionally well until I presented a mailing which removed the Progressive logo from the envelope in favor of what I called an “urgent, under-the-radar” approach. They didn’t get it.   The argument I heard against the “under the radar” approach was the same one I hear today. Quote the client, “Why would we mail un-branded envelopes when we’re...

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USPS Boosts Savings in 2022 Promotions for Marketers

It’s no secret that the USPS loves commercial mail. While last year’s first-class mail volumes fell to their lowest since 1971, marketing mail was on the rise in 2021.  That must be one of the reasons why the postal service is encouraging marketers to innovate and save with six special promotions throughout the year. Many of these special promotions are offering increased discounts compared to last year.   Some quick facts on these programs and why you may want to take advantage:   4% Tactile, Sensory & Interactive Promotion (now through July 31): Perhaps you’ve always wanted to test an interactive pop-up format or a mailer with special textures, visuals, or sound? With this discount, which has been doubled for 2022, you can help offset the added production and first-class mailing costs. Besides making a big impression in the mail, you may discover the added cost is worth the boost in response/sales regardless of...

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A Quartet of Awards — Music to our ears.

Awards season is back for 2021 and Direct Choice is off to a strong start. Last week, our team attended a virtual presentation of the Philadelphia Direct Marketing Association’s Benjamin Franklin Awards (AKA Bennies) via Zoom. Other than the “Creative Only” category, these awards are judged based on a blend of marketing strategy, creative and response metrics. Direct Choice was recognized with awards in four categories:     Integrated B-to-C Winner: Blue Cross of NC Medicare Advantage Campaign. While face-to-face sales were made impossible by the pandemic of 2020, this campaign managed to drastically increase direct sales and decrease the cost per sale. The campaign included traditional direct mail and DRTV together with new social media strategies for highly targeted marketing.       Broadcast (TV or Radio) Campaign Winner: Blue Cross of NC Medicare Advantage DRTV: As part of the above campaign, we expanded our DRTV efforts with a new spot that leveraged the localized power...

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Learning from the pandemic: 5 direct marketing survival facts

While the term “new normal” has become a cliché, it’s an apt description for the pandemic’s impact on daily life. We are resilient creatures and we’ve quickly adapted to living with COVID-19 in ways that will forever change the way we think and act. Looking ahead, marketers need to recognize that much of the new normal is here to stay. Consider how these 5 facts and trends may affect your marketing plans:   1) The value of E-commerce cannot be overstated. This comes as no surprise but it’s important to note that the lockdown has forced traditional brick-and-mortar retail shoppers to become more comfortable with online shopping. At the height of the lockdown, there was a 66% spike in global daily e-commerce sales. If you sell directly to the consumer via your website, now is a critical moment to ensure that your shopping experience is optimized.   2) Technology’s role in customer relationships is...

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Recalling office life in 1995 as we celebrate our Silver Anniversary!

As your hand searches for the snooze button on your clock radio, you hesitate upon hearing an update from the O.J. Simpson trial. There’s an incriminating bloody glove but the defense insists a dirty cop has planted the evidence. Intrigued by this update, you are compelled to learn more. You decide to buy a newspaper along with the obligatory cup of coffee on your way to the office. Regular or decaf are your only options. No Italian dark roast, organic breakfast blend or mochaccino to be found.   Arriving at the office, you boot up Windows 95, marvel at the colorful new interface and wait for email to load. There’s no social media, no text messages and no app notifications to distract you from getting right to work. That’s a good thing for Nick Lanzi. He needs all of the time in the world to manage the duties of his full-time gig while starting a side-hustle...

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Taking cues from nature to give marketing a boost

Continuing along the “green” path established in our previous post, Tapping into Conscious Consumerism?,  we’ve been looking into the ways in which the natural world influences marketing.   Engineers have long been exploring biomimicry to advance technology and develop new products. Velcro is one of the earliest examples. It was created when a Swiss electrical engineer looked into how seeds clung to his clothing and his dog when he walked in the woods. More recently, scientists have been researching mother nature’s DNA molecules as an incredibly compact and stable source of massive data storage.   In the marketing world, we have been tapping nature, often unknowingly, through rules that have developed over time. Of course, there’s always room to learn more…   We are all flower children Humans are not unlike bees and butterflies when it comes to bright colors. The plants apparently know this, using yellows, blues, pinks, and purples to stand out from the background...

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Overcoming bad press: college marketers vs. student debt crisis

In our previous posts, we learned how college marketers are applying marketing solutions to the problems of a declining customer base and poor retention rates. An undercurrent that has propelled both of the problems is the issue of student debt.   Search “student debt crisis” and you’ll find four years of headlines such as “Student Debt Is Dragging Down an Entire Generation”. It’s no wonder that Gen Z is cautious about the cost of college. Their paranoia of debt is compounded by the fact that they have witnessed friends and family lose jobs and homes during the 2008 recession.   Is rebranding or a brand refresh the solution?   When you have an image problem, damage control may include a total rebranding. Take Pennsylvania’s original Beaver College for example. After years of bad jokes and declining applications, they put an end to the ridicule back in 2000 when they rebranded as Arcadia University. By 2005, applications...

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Higher education is desperate to lure more of Gen Z. How will they succeed?

In our next few blog posts, we’ll explore a score of challenges faced by colleges and universities across the U.S. and how marketing is part of the solution. Our goal is to gain some inspiration and insight that’s applicable to any business with seemingly unsurmountable changes looming in their marketing sphere.   While industries that require higher education are growing rapidly (think healthcare and technology) it’s ironic that colleges are suffering from a steady decline in enrollment. Experts point to many factors including a strong job market that’s luring people away from higher education. Then there’s the larger issue of a declining birthrate which means fewer high school graduates from which to recruit today and in the years ahead.   So, what are colleges doing about it?   In order to recruit more of Gen Z, which encompasses the next 14 years of high school graduates, savvy college marketing departments are capitalizing on tactics that can...

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BRING IT ON!

Embrace 2019 with Marketing Savvy. What will the new year bring us? That depends on what we bring to the new year. Looking back on 2018 as a 365-day learning experience, we have plenty of marketing knowledge to carry us forward. Consider these five facts as you finalize your 2019 marketing strategy.   Direct mail delivers:  In 2018, we saw an increased demand for oversized and dimensional mailers among our B2B clients. Smart marketers continue to invest in direct mail because the ROI is strong thanks to campaigns that are increasingly data-driven and micro-targeted. In addition, digital marketing overload has made direct mail more personal, novel and interesting, especially among Gen-Y audiences.   Video views are rising: This is a trend that shows no sign of slowing down. Adding video to a website or landing page keeps visitors engaged with your site longer which leads to two important outcomes – better connections with your audience...

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Kudos for Direct Choice at the PDMA Benny Awards last night. DCI won the top award in 3 categories PLUS WON BEST IN SHOW! Congrats to ALL #PDMA #bennyawards ...

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Here's something many of us can relate to in the era of virtual meetings - enjoy a good laugh and Happy Holidays from the DCI team! #virtualbloopers #Happyholidays #happyholidays2021 ...

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Way to go Reem, our resident @Peloton aficionado, for recently completing 500 RIDES!! #peloton ...

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Shout out to @michelafavazza who will soon be a Drexel University field hockey Dragon! Michela is the daughter of our very own Sal Favazza (a Drexel alum!) https://maxfieldhockey.com/2021-michela-favazza/ #drexelfieldhockey #drexeldragons #drexeluniversity ...

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Time to get your brackets done! #marchmadness #brackets #ncaabasketball ...

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Thank you to our friends from @Mayoseitz-media for the @dibrunobros gift basket! Looks delicious! Happy Holidays! ...

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You can tell a lot about a person by their favorite holiday movie - see if you agree with the DCI team’s favorite flicks! #holidaymovies #happyholidays2020 ...

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