Patricia Uhrich, Author at DCI

July 19, 2022

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 +...

April 28, 2022

in Marketing

by Patricia Uhrich

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...

March 14, 2022

in Marketing

by Patricia Uhrich

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...

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:...

October 20, 2021

in Marketing

by Patricia Uhrich

Jack-o-lanterns. Skeletons. Candy. And the $10 billion in sales? … PART OF IT.

If you have not yet seen SNL’s Haunted Elevator (ft. David S. Pumpkins) skit, you’re missing out on the brilliantly odd inspiration for our headline. More importantly, if you can connect your product or service to Halloween in a fun and compelling way but fail to do so, you may be missing out on an easy seasonal boost in awareness or sales. According to the National Retail Federation’s (NRF) 2021 Halloween trends, Halloween-related consumer spending is expected to reach an all-time high of $10.14 billion this year. That’s enough to buy 4 billion bags of Brach’s Candy Corn and still have money left for some Necco Wafers – yes, it’s still possible to hand these out to the dismay of unsuspecting trick-or-treaters. We can thank the pandemic for the added enthusiasm and spending surrounding Halloween 2021. In fact, consumers are expected to spend an average of $102.74 which is close to pre-pandemic...

Author: Patricia Uhrich

Summer Reads for the Marketing Obsessed

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

Direct Choice honored with Best of Show at Philly DMA awards

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

USPS Boosts Savings in 2022 Promotions for Marketers

What the HEALTH just happened with Super Bowl ads?

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

Supply Chain Holiday Blues: Questions & Answers for Marketers.

Jack-o-lanterns. Skeletons. Candy. And the $10 billion in sales? … PART OF IT.

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