Eire Direct Marketing | The Blog

Um, seriously?

2012-02-23T14:06:00.002-06:00

Here at Eire we don’t produce flashy, sexy TV spots. (We actually don’t produce any TV spots!) But that doesn’t mean I don’t like to critique the spots I see. As a direct marketer, I always wonder how effective the ads I have seen are - general advertising can’t give you the quantitative results us DMers crave. And I marvel at the ads I see that don’t actually feature the product they are selling. One example is Walter E. Smithe, a Chicagoland furniture retailer. This family owned business, run by three brothers who I believe come up with the commercial ideas themselves, are always producing spots that tie to current events in the Chicago area. They are always entertaining, tend to feature someone or something recognizable, and RARELY feature the furniture. Here are a couple of examples:

The lip sync spot brings to mind a recent Geiko spot. I love the “popular middle school girls” who follow this guy around to… help him loose weight? Again, I’m entertained but not sure how it ties to car insurance? Sure the save message is there but:

I’m not saying that these ads aren’t effective. In fact, they’ve clearly made an impression on me. I just wonder how we can get our clients to have a little fun like this! In the meantime, we’ll just keep doing what we do best, and let the flashy, sexy agencies sell their products without really selling them.

4-Color Digital Printing Just Took a Giant Leap Forward

2012-02-17T11:20:00.006-06:00

Study after study shows that personalization and 4-color printing will improve quality and response of your print communications. In the “old days,” technology limited how cost-effective 4-color personalized printing could be for longer run applications like direct mail and other customized communications. Now things are a whole lot easier—and a whole lot more colorful.

With new roll-fed inkjet digital printers, high-run, complex, four-color variable printing is a very doable thing.

Multiple messaging. Tons of versions. Oodles of 4-color images, graphics and type. Different brands. Nothing is beyond the realm of possibility. Here are just a few ways the new capability will bring value to your organization:

Increase response on direct mail by adding 4-color graphics/highlights
Flexible graphics and message management
Quicker time to market than traditional workflows
No pre-printed web rolls to inventory and manage
Co-mingle small runs with large runs for manufacturing and postage efficiencies – not to mention environmental friendliness

Whatever your area of focus, it can benefit from high-powered customized 4-color communications. For more information, check out the Canon Océ ColorStream 3500.

Pinterest Phenomenon

2012-02-15T09:13:00.001-06:00

By now, most everyone has heard of Pinterest and the phrase “Oh, I found this on Pinterest” is becoming as popular as “I saw on Facebook…”. It’s hard to believe that Pinterest was actually launched almost two years ago, but it wasn’t until the last six months that it started getting noticed. According to an article on cnn.com, unique visitors to the site grew 400% from September to December 2011 (I was one of those unique visitors during that time, and have since turned many of my friends on to the site).

I will admit that at first, I didn’t understand the hype or the concept, but now, I love Pinterest. I wonder what I did with all of my time on the weekends before I was baking and crafting things that I’ve found on the site. Pinterest is an online network of virtual pinboards. Pinboards can be created by “pinning” images you’ve found on the web to your Pinterest account or by browsing other users’ pinboards and re-pinning items that are interesting to you.

At a New Year’s Eve party at my house, the food table was covered in multiple Pinterest recipes (brought by different guests), and my centerpiece on the table was designed from an idea I saw on Pinterest. I recently got engaged, and I’m not sure how people planned weddings before Pinterest. I visit the site at least once a day to get ideas on colors, flowers, bridesmaid dresses, menus – you name it, someone has pinned it.

I wonder how Pinterest will hold up in the future with so many social networking sites out there – will it become a Facebook with extreme staying power? Or will it be one of those sites that someone mentions in a few years that you think “oh yeah, I vaguely remember when that was popular”? For me, I hope it’s the later, because I just cannot get enough of it.

Multicultural Marketing

2012-01-27T10:02:00.002-06:00

Multicultural marketing is becoming more, well, multicultural!! Most of my clients have become more interested in diversity over the years as multicultural marketing becomes status quo in marketing, rather than just a late, extra addition to a plan. Last week I was in a meeting where we were discussing nuances among distinct ethnic groups especially in Chicago. Here are some interesting facts I learned:

The digital divide with African Americans is shrinking – not because more African Americans are getting home computers, but rather due to the growing popularity of smart phones.
Also due in part to smart phones, social media has become a major factor in how African Americans communicate and expect to receive information.
Latinos typically have more family members living in their home, which means they consume products differently – for example, they may have multiple refrigerators in their home.
Often Latino households have someone up all hours of the day and night due to alternate work schedules (shift work, etc.) so they consume more electricity than the typical household.

But there is more to multi-cultural marketing than Latino and African American audiences. You may have seen, like I did recently, this interesting fact on Taxi TV. Chicago has the largest Polish-speaking community outside of Warsaw. The Polish community also has its own characteristics. Because electricity is so costly in Eastern Europe, many Polish immigrants are already used to reducing their energy use, such as turning off the lights (and heat) in unused rooms or running the dishwasher or vacuum cleaner at night.

These are just a couple examples of cultural nuances seen within the diverse communities in Chicago. We are in an age where micro-marketing campaigns and localized, one-to-one communications have become standard components of any consumer marketing plan. Consumers have come to expect messages that are not tailored to their particular needs. Not considering these variations may have an impact on the success of your consumer marketing initiatives.

The New/Old Media

2012-01-24T09:40:00.001-06:00

I recently read a very informative article on “19 tips for Building an SEO Strategy for Ad Agency New Business" by Michael Gass, michaelgass@mailvresp.com.

As a veteran of the Direct Marketing business I have often thought of the similarities of the DM business and the Internet or Web-based businesses. They both speak directly to the consumer or selected audience based on the products and services that they want to market or sell to. The audience identification, which is the backbone of all successful marketing campaigns, is crucial in the Internet or Social Media world. Some other similarities that I noticed in this article by Michael Gass are outlined below. Using today’s terms I have highlighted related terms that apply to my business training.

Benchmark – Know what your current page rank is and continue to monitor it with tools such as Alexa and the Google Tool.
Corresponding DM Term – Control Package or Response Rate for the Control Package.

Blog Refer Log – Visitors to your site and where they are coming from.
Corresponding DM Term – Response Analysis.

Meaningful title and/or a descriptor statement.
Corresponding DM Term – Teaser copy on an outer envelope.

Domain Name.
Corresponding DM Term – Product title or what your company does.

Fresh Content.
Corresponding DM Term – Interesting copy!

The more I learn from this new media the more it makes sense. It sinks in when I am able to relate it to what I already know – the trick is being open-minded enough to see the power of this new/old media. The one item that I am totally enamored with is the viral nature of this new media. I don’t ever recall a person sending along a direct mail letter or a free-standing insert to me.

New Year. New Energy.

2012-01-19T09:09:00.000-06:00

Leo Burnett "When to take my name off the door" from Lobo on Vimeo.

I had read this speech a number of years ago, it is the speech Leo Burnett gave himself in December of 1967 announcing his retirement. Some pretty lofty goals and probably not even achievable today, but a great way to re-energize at the beginning of a new year. Oh, and the animation is pretty darn cute, too.

Officially Certified...

2012-01-03T14:49:00.000-06:00

As a WBENC -Certified Women’s Business Enterprise! Maybe you thought the headline would lead into a different opening line, but this post is all about the good news that Eire Direct has received our certification as a diversity supplier.

Most business people already know how important diversity supplier relationships are to corporations and government agencies. The programs and policies of these certification groups are designed to expand opportunities and eliminate barriers in the workplace for women business owners, as well as to encourage companies to engage minority and diverse business partners. For Eire, the certification means that our current clients can obtain credit for the work they currently do with us and that new doors may be opened with potential clients seeking to expand their partner list with companies like ours.

We worked hard to get the certification – only those of you who have experienced the process know the amount of time it takes to gather necessary documents, complete forms, participate in site visits and explain your motivation to get certified. Through the process, I learned just how many certifying bodies there are and the types of contracts they cover. For anyone curious about applying, be sure to do your homework as to what certifications your clients or prospects even recognize before you start the process.

Now that we have the certificate (which we are going to proudly display in our office, on our website, our business cards and so on…), we need to get involved with the WBENC organization and its corporate members to put our certification to work as we expand Eire’s relationships in 2012.

Asian Chicken Noodle Soup

2011-12-20T13:15:00.003-06:00

I follow a few cooking blogs to find new recipes to try out, and one of my favorite blogs to read is “Eat, Live, Run”. The author went to Le Cordon Bleu, and now develops her own recipes and blogs about them. She provides step by step instructions for each recipe, and takes beautiful pictures of each dish.

I came across her recipe for Asian Chicken Noodle Soup and tried it out last week. I loved the comfort of the chicken noodle soup and the heat from the jalapeno and sriracha sauce. I would recommend this soup to anyone who enjoys Asian flavors and would like to try a new spin on an old favorite!

Serves 6

Ingredients:
1 lb boneless, skinless chicken breasts, cut into chunks
2 cloves garlic, minced
1 tbsp minced fresh ginger
1 tbsp sesame oil
1/4th tsp salt
6 cups chicken broth
1 jalapeno, thinly sliced
3 green onions, sliced
2 tbsp soy sauce
1 tbsp rice vinegar
2 baby bok choy, chopped
5 oz chinese noodles (about half a package)
sriracha sauce for serving (optional)
chopped cilantro for serving (optional)

Directions:
Heat the sesame oil over medium high heat in a large heavy-bottomed stock pot. Add the minced garlic and ginger and briefly saute for about 30 seconds. Add the chicken and bok choy, sprinkle with salt, and saute for another three minutes until chicken has turned white but not completely cooked all the way through.

Add the chicken broth, jalapeno and green onions to the pot and bring to a simmer. Cook for 15 minutes until chicken is done.

Meanwhile, cook the noodles in boiling salted water, drain and rinse with cold water. Set aside.

Add the rice vinegar and soy sauce and stir. You can add a little more salt if you like, but taste first because soy sauce already contains a lot of salt! Add the noodles to the pot and serve with chopped cilantro and sriracha sauce on the side.

Time:
45 minutes

Why do we need bloggers?

2011-12-15T09:19:00.008-06:00

The internet has put enormous amounts of information at our fingertips. Whether you want to learn the weather forecast in Timbuktu, the 19th president of the U.S., or find a picture of a snub nosed monkey, the information is only milliseconds away. With all these advancements in information availability, in my opinion, blogging typically only clogs the process.

Apparently there are over 150 million blogs on the internet. Who writes all these? Is anyone reading them? Many bloggers remind me of a man that we used to see periodically in college. I guess you might call him a little extreme. He would stand on his soapbox when students were walking to and from class and yell provocative statements. Some were about religion and others about the end of the world coming soon. For added effect, I believe he often wore a cape. People just chuckled and walked on by.

Why do bloggers bring back memories of him? Both have an enormous energy and incredible belief in their proclamations, but a very limited following. The louder you scream or the more blogs you post does not ensure that people are listening. I guess it takes just one listener/reader to create a following though.

Aren't you mad you spent three minutes reading this post? Go ahead and google the snub nosed monkey. It's whats great about the internet.

Oh, and the 19th President of the U.S. was Rutherford B. Hayes. I googled it.

Watch It - My Life as a Turkey

2011-12-12T08:39:00.001-06:00

I was so happy a friend of mine recommended I check out "My Life as a Turkey" on PBS, I've decided to recommend it to you. It's the story of Joe Hutto and his experience imprinting and raising a family of wild turkeys in a forest in Florida. Not only is the story touching and entertaining, the cinematography is incredible, and the animals and landscape are beautiful.

As Joe describes his journey:

“Had I known what was in store—the difficult nature of the study and the time I was about to invest—I would have been hard pressed to justify such an intense involvement. But, fortunately, I naively allowed myself to blunder into a two-year commitment that was at once exhausting, often overwhelming, enlightening, and one of the most inspiring and satisfying experiences of my life.”

–Joe Hutto, Illumination in the Flatwoods

It's only an hour, and you can watch the entire episode online. Catch it while you still can!

Poetry Foundation in River North.

2011-12-06T16:23:00.000-06:00

There have been many changes in our River North neighborhood over the past six years, condo developments, new restaurants (one which hosted a dinner for none other than President Obama), and we finally got a Walgreens just around the corner. Yet the most remarkable addition has been the Poetry Foundation down the street at 61 W. Superior.

The history of how the building came to life is classic story book stuff. In 2002 Ruth Lilly, granddaughter of pharmaceutical czar Eli Lilly, left an endowment of stock worth $100 million to the Poetry Foundation, the publisher of Poetry Magazine. In her youth Ms. Lilly, an aspiring poet, sent numerous poems to the magazine, all were rejected. She was touched by the spirit of the rejection letters which urged her to continue her writing, and with that, decided to bequeath the gift (kind of puts failure in whole different light).

At the time, Poetry Mag had a staff of four, no permanent home, and a meager subscriber base. In August 2011, the foundation moved into its’ new building designed by John Ronan Architects. You must walk past, a view from a cab or website visit does not invoke the serenity felt from the garden that is described in PF’s brochure as “conceived of as an urban sanctuary, a space that could mediate between the street and the building, blurring the distinction between public and private”. It invites you to enter and take a look, it invites you to think about poetry. So I finally checked it out. The first floor is open to the public, offering exhibit space, theatre for open readings, a 30,000 volume library and a library listening room.

Poetry Magazine celebrates its’ 100th anniversary in 2012. I will be there.

Oh, do not ask, “What is it?” / Let us go and make our visit. – T.S. Eliot

Photos also courtesy of Marcia!

"Green Tips" for your office.

2011-11-09T10:23:00.047-06:00

You spend most of your time at work, so help make sure your office is green by following these tips.

Tip #1: Be bright about light.
Artificial lighting accounts for nearly half of the electricity use in office buildings, so turn off the lights whenever you leave any room -- and invite in natural light wherever possible. Make it a policy, too, to buy Energy Star-rated lightbulbs and fixtures, which use at least two-thirds less energy than regular lighting, and install timers or motion sensors that automatically shut off lights when they're not needed.

Tip #2: Maximize computer efficiency.
Computers in the business sector waste $1 billion worth of electricity per year, so make it a habit to turn off your computer -- and the power strip it's plugged into -- when you leave work for the day. Otherwise you'll still be burning energy even if you're not burning the midnight oil. During the day, setting your computer to go to sleep during short breaks can cut energy use 70%. Remember, screen savers don't save energy.

Tip #3: Print smarter (or not at all).
The average U.S. office worker can use 10,000 pieces of copy paper per year. To reduce your number, print double-sided whenever possible. Avoid color printing (hues are more likely to be toxic) and consider downloading Ecofont to save ink. Better yet, really think about whether you need that information down on sheets of dead trees, or whether having it on your computer is good enough.

Tip #4: Chew on this.
Much of your munching happens at the office, so keep your own mug, dishware, and flatware at your desk. This will fend off the temptation to use the paper and plastic disposables that are easy to grab in the lunchroom. If you're a workplace manager, provide reusable dishes, silverware, and glasses. Switch to eco-friendly coffee s and teas, and buy organic and local food for parties and other events. And remember: Water fountains are always better than bottled water.

It’s in the Numbers.

2011-10-27T15:54:00.000-05:00

Anyone who knows me knows that I’m not much of a numbers person. I think they’re kind of scary. But when I stumbled across these, I thought, hmmm, kind of interesting. (And scary, too!)

That’s the amount of landfill waste (in tons) that could be avoided if half the kids in America traded Halloween costumes instead of buying new ones. There’s even a day dedicated to costume-swapping – National Costume Swap Day (this year it was October 8th). And as expected in this wonderful world of online technology, there’s a website to visit if you want to join the efforts: Greenhalloween.org

This is how many more calories American workers burned in one day on the job in 1960 than they do today. (And imagine, that was before Grande Iced Caramel Lattes!) Granted, back then more than half of all jobs required physical labor compared to today when less than 1/5th do. But hey, why not get up and take a lap around the office every hour? And head out for a stroll at lunch. You’ll burn a few calories, and (gasp!), have the chance to say hello to co-workers… in person!

(This is my favorite – finally, an excuse!) 9% is the average amount a person’s pelvis expands between the ages of 20 and 80, even without weight gain. So if you can’t fit into those jeans from high school, give yourself a break. You’re normal, and you’ve earned it! It’s ‘hip’ to age gracefully.

The Age of Persuasion.

2011-10-12T13:56:00.002-05:00

Last summer I took a 6-week class at the Chicago Botanic Garden. It started at 7:30am, which meant that I was in the car at 6:30 to accommodate a stop for coffee. This may have been the only time in recent memory that I was regularly up-and-at-'em so early on a weekend. It turned out to be one of my favorite things about the class, and the whole summer, really. And what made it so great, besides no traffic on the Edens, was a show on WBEZ called "The Age of Persuasion."

I had taken the gardening class as I diversion from work, but I found the show so entertaining, informative and thought-provoking, that it ending up sticking with me for the whole day. "The Age of Persuasion" is from CBC Radio in Canada and is hosted by Terry O'Reilly and produced by Mike Tennant. The show "explores the countless ways marketers permeate your life, from media, art, and language, to politics, religion, and fashion." The show has a lot dry, even self-depreciating humor along with the history of the advertising industry. The commentary always promotes smart, creative marketing and seems to prove over and over how successful this kind of advertising can be.

At the end of the class I realized that I wouldn't be catching the radio broadcast of the show anymore and, knowing myself, knew I wouldn't wake up early on a Saturday morning to listen to it. Fortunately, there is a podcast to subscribe to on iTunes. And this has worked out even better for me. I can now listen to episodes on the El or on my drive to Michigan on Fridays.

The episodes are an easily digestible half-hour and with a good range of topics so that they don't get boring if listened to back-to-back. Some great episodes include: ""Mad Women: The Great Women of Advertising," "It's Not Easy Being Green: Green Marketing" and" Caution: Speed Bumps. The Magical Ingredient in Marketing." Also, the website has a lot of YouTube videos and pics of the ads discussed.

Here are some links if you're interested in checking out "The Age of Persuasion" for yourself.

http://www.cbc.ca/ageofpersuasion/

(There is a link to subscribe to the podcast through iTunes)

http://www.wbez.org/programs

(The show airs Saturdays at 6:30am and Thursdays at 11:30am on WBEZ 91.5)

Inspirational Energy!

2011-10-05T23:51:00.001-05:00

Recently, I attended two conferences that inspired me and got me thinking differently about the work I do every day here at Eire.

The first was ComEd’s Energy Efficiency Expo in early September. The purpose of the Expo was to educate businesses in the ComEd service territory about energy efficiency and incentive programs available for businesses that implement energy efficiency measures. This year the Expo was also sponsored by Nicor Gas, People’s Gas and North Shore Gas. It was inspiring to get a chance to talk to some of the businesses that are taking advantage of the incentive programs available – overwhelmingly, they seem excited about the programs and interested in learning how to better take advantage of the incentives available. The keynote speaker was fascinating. David Goldstein with the Natural Resources Defense Council spoke about how energy efficiency can be used to address the current economic troubles. He gave several examples of how the current recession could have been avoided or could be resolved by implementing energy efficiency measures. It was hopeful, and provided suggestions of things that could be done today to improve the economy. His ideas were a ray of sunlight in what seems to be daily gloomy economic news.

The second conference I attended was the Entrepreneurial Women’s Conference, sponsored by the Women’s Business Development Center. It’s the 25th anniversary of the center’s founding, and several of the speakers told stories about challenges they experienced when they first started their women-owned business, including being told they were working in a “man’s world” and they should go back to where they belong, taking notes and making coffee. The keynote speaker was new Chicago Mayor Rahm Emanuel. He talked about his three big initiatives for the City of Chicago: better schools, safer streets, and an environment where businesses can thrive. He applauded all the women in the audience who were working on growing their businesses in Chicago.

What do these two events have in common? At both events, I was surrounded by people who are enthusiastic about their work and motivated to succeed. They chose to spend their day at an event to help them improve their business, or just provide encouragement to continue on the path they are going. I left both events feeling rejuvenated and excited to continue working with clients, developing strategies, and building on successes in my daily work.

I miss the Pink Sheets of paper.

2011-09-30T14:32:00.000-05:00

Here are some reflections on the changes going on in the business world in 2011, for instance...

Last week while walking down the street, I saw an interesting QR code on the side of our building. Reaching for my iPhone, I took a shot of the QR code and instantly saw Luminare's fancy website. In 1987 after walking down the street, I came into my office and my secretary gave me a handful of pink "WHILE YOU WERE OUT" slips so that I could return my missed phone calls.

Last week while in the car and lost, I typed in an address for Addison, Illinois and instantly had 11 step-by-step directions. In 1987 before going to a meeting with a new prospect, I looked at the map on my wall and wrote down directions, expressways and side streets in my notebook to find my way.

Last week I decided to download a 2011 Rugby World Cup app. This gave me access to all of the current scores, videos and standings for the month-long tournament in progress. In 1987 I called Sports Phone, a telephone recording of sports scores for up-to-the minute action on the Cubs and Sox. (I believe Les Grobstein was the voice of Sports Phone and I paid $.99 a call.)

Last week I participated in a webinar on "New Social Media Techniques" right in my own office. In 1987 I saw Norman Vincent Peale speak at a seminar, "How to win Friends and Influence People" at the Chicago Amphitheater. There was still saw dust on the floor - they had just wrapped up a week of bull riding at the venue.

I miss those Pink Sheets of paper...

My Favorite Season

2011-09-27T11:21:00.001-05:00

It's been a hot Summer and Fall is finally here! For most of my life, Spring was my favorite season...new beginnings, new life...but as I got older Fall seemed to push Spring to the side as my second favorite. Cool nights all snuggled under the covers, trees starting to uncover their glorious colors, gathering of firewood for burning in our wood burning stove and fireplace and our annual apple picking outing. This year it was raining when we got to the orchard (Oriole Springs Orchard in Twin Lakes, Wisconsin) so as I was contemplating of braving the weather conditions, it started raining harder and my decision was made. I'll be buying the already picked apples from inside the cute little shop that sells all sorts of good stuff like homemade cider, homemade donuts, brats, cheese curds and let's not forget Landjägers (a traditional German beef stick), my husband's favorite. The rain didn't seem to stop others from coming because the orchard and shop were packed.

My Fall will end with our last trips to our cabin on the lake in Central Illinois (specifically Pana, Illinois). These last trips will consist of enjoying roaring campfires, gathering neighbors for an Oktoberfest as a farewell until next Spring and of course, watching all the trees along the lake start to change. And finally, we'll close up the cabin for the winter until we return when everything is thawing out and coming back to life again. Life is good!

Decisions, decisions...

2011-09-09T15:23:00.004-05:00

Every year about this time I start to review website after website about various conferences to attend. The problem is that the conferences that are most relevant to our clients at Eire, and my particular areas of concentration all occur at just about the same time in September and October. Deciding which conference to attend can be difficult. After all, when you read their promotional websites and excerpts from the speakers, all the events sound worthwhile. Of course, there is the occasional “panel” that doesn’t quite seem to fit when you put all the members together. But overall, the exhibitors, speakers and topics are intriguing. And, when I attend a conference and network with current clients, vendors and prospective clients – it’s energizing.

Then, there is the cost of the conference to consider and just how do you attach value or your return on investment to what you spend. The cost for the event can be as low as $500 and upwards of $2,000, plus the lost time out of the office working for current clients and travel expenses. When I started in marketing, there were only two or three conventions to attend in direct marketing, and each year you went where your clients were going. We would go to the DMA for up to 4-5 days and enjoy client service, meeting new vendors and prospects, socializing and learning through workshops and the exhibit hall. Now, there are specialized conferences for just about every aspect of marketing, and they are often times more enticing than the larger format “general” sessions. If I don’t attend, I could be missing out…by the next time I write, I will report in on my decision and if I received value for my time and financial investment. I’m going to take another look now.

Payments Market

Direct Marketing Association

Retail Ramp

NACS

What makes a good website, to YOU?

2011-08-19T12:06:00.003-05:00

Time magazine just published its 50 Best Websites of 2011, which covers websites from varying topics, including entertainment, business, education, news, etc. I’ve never heard of most of them, and it made me think about what criteria Time used to identify these 50 as the best out of the millions of sites that must be on the web.

The common threads seem to be a website’s ability to connect people with similar interests, provide content that users are looking for on demand, or featuring something that anyone can relate to in their own way. One of my favorites was Dear Photograph, a site where users share memories in the form of an old photograph held up against the same background in present day. Although the people in the photographs are total strangers, I like that it feels like you were there, or maybe that you know the person in the photograph.

Marcia does another Triathlon!

2011-08-17T16:04:00.002-05:00

The morning of the Trek Sprint Triathlon couldn’t have been more beautiful, sun glistening off the lake, corn fields shimmering emerald green in the gentle breeze, and not a cloud to be seen all the way to Minnesota. I felt great, relaxed and ready to knock out a personal best. I was well on my way, knocking 3 minutes off my previous swim times (Thank you Crossfit!) and killing the bike (finished in the top 30%). Then it happened, THE RUN, I fell apart. Quads quivered, bunions bulged, calves collapsed. My overall time was just 2 seconds faster than last year. But despite that, I had a great time and will be back in July 2012.

“The only easy day was yesterday” US Navy Seals

Eire on Vacation.

2011-08-05T09:04:00.000-05:00

Here's Eire enjoying a little fun in the sun. Even when we're on vacation, we end up taking a bit of work along with us.

Rome wasn’t built in a day…

2011-07-25T15:44:00.000-05:00

And, I still can’t quite believe all that was built centuries and centuries ago in the history-rich European countries. Recently, I traveled to Italy with my family and was in awe of the structures that were built by hand and with make-shift equipment over 2,000 years ago. The physical effort and sheer architectural genius that went into places like the Forum, Coliseum and Piazza de Poppolo caused me to pause and wonder…what legacies are we going to leave for visitors hundreds of years from now, and actually even decades from now? Seems like we are going to leave a great deal of debt and pollution, and natural resources that have been depleted.

Now, recent and current generations can certainly take credit for the technology boom, skyscrapers and space travel, but are these going to be legacies that we will be proud of? Will they withstand the test of time like the ancient structures have? I wonder if the motivation to build and create such greatness was driven by the “need” of the people – need for protection against their enemies, need to elevate their position in society and so on. Conversely, it feels like we here in America are more driven by what we “want” – wanting to be bigger and better than our neighbors, wanting everything to be fast and easy and so on. And, that might lessen our creativity, ingenuity, work ethic and overall commitment to one another, our environment, society and future generations.

Creating a legacy feels like an insurmountable task to me based on my own talents, but maybe it’s a bit simpler than that. Just maybe I can do something that will positively affect my family, friends and co-workers now and into the future. Whether it’s a tradition – new or old – a kind action or a profound thought! While Rome wasn’t built in a day, I am going to try and work on my mini-legacies starting today.

On being a bridesmaid...

2011-07-21T16:39:00.001-05:00

Similar to many of my peers, I’m going through the “bridesmaid phase” of my life. For those who aren’t familiar this phase, it is when you find yourself walking down the aisle at friends’ weddings more than once a year. Because I am in this phase, anything related to bridesmaids (dresses, bachelorette parties, showers, etc.) automatically catches my attention. I recently came across an article on cnn.com about the high cost of being a bridesmaid. The article indicated that it costs about $1,695 to be a bridesmaid. $1,695 for just one wedding!

Like many other bridesmaids, I didn’t realize how much I had invested to be a bridesmaid. The expenses are spread out over a few months, and I never took the time to reflect on the cost. I am currently in the process of picking out my matching dress, planning out what I am going to pack for a destination bachelorette party, and doing all the things that come along with the honor of being asked to stand up next to a best friend on her important day. The only difference is that this time I’m paying attention to the costs – and while I wouldn’t change how excited I am to be a bridesmaid for my friend – it’s all a bit shocking!

In the end, even though paying for a dress that, no matter what it looks like you will never “shorten and wear again” can be stressful, it is still worth it to be there for your friend…as long as you can afford it.

Read the article.

Chicago Farmer's Markets

2011-06-28T13:00:00.002-05:00

Summer in Chicago is amazing. Sure, it can be crazy-hot and swamp-humid, but it’s my favorite season, hands-down. One of my favorite things of summer is the reappearance of farmers markets. Sure they have flowers, veggies, and fruit… but my neighborhood market also has crepes, fresh bread, and a truck called, “Everything’s Better with Bacon.”

There are more than 70 vendors that come out every day of the week throughout the city. If you haven’t been to a market yet, you should go! The people-watching is pretty amazing, and you can find some pretty fantastic, super-fresh produce. As a bonus, you’re supporting local farmers and businesses. I think this weekend I’ll check out the farmers market and look for some strawberries and asparagus… and maybe a crepe!

For more information about Farmer's Markets in Chicago.
To find a Farmer's Market near you, in the city or suburbs, click here.

Image from Free Things To Do In Chicago (Green City Market).

The more things change, the more they stay the same...

2011-06-27T10:08:00.005-05:00

Change is putting it mildly when we talk about the rapid pace at which new technologies are being introduced. I have seen more changes in the past two years than I had seen for decades. We are connecting with more people, more often and faster each day. It is about “access” – to individuals, like-minded groups, information, data, offers – you name it, we can now access it – immediately.

The speed of access is fine with me, but what I fear we are losing is the personal connection and ability to build relationships. On a personal note, I find myself working very hard not to let go the notion of a hand-written thank you note, or the moment it takes to dial the phone to actually talk to someone – voice to voice. It’s easy to get taken with the speed of technology, the 24/7 access, the fun nuances of the smartphones and apps, and the feeling of always being connected. But, who/what are we connected to? People or devices? As a parent, I am aware and accepting of the fact that my son will learn differently than I did, and that technology will support and enhance his learning skills right from the start. However, I do want him to know how to write, read a book (the one where you turn the pages), and be able to have a conversation. Finding the balance will be a journey!

On a professional note, I find myself so very proud of my background as a direct marketer. After all, the digital marketplace will only be successful for those marketers who are able to use data to deliver targeted, relevant offers. The terms data mining, customer relationship management, loyalty, one-to-one communications, and results tracking are being touted as “new” for today’s innovative digital marketers. But, for many of us, those are the marketing principles upon which we were raised. The business of direct marketing was never considered glamorous, and certainly not a big line item in the advertising budget…until recently. Now, advertisers and marketers alike are after the same thing…a loyal customer relationship where you have earned their business and trust, and a relationship that can be measured in financial terms. Getting to know your customer, delivering relevant communications & offers, and continuing the dialogue are the basics that will help marketers be successful. How we use technology to create, deliver and manage our customer relationships is the challenge we face. We need to grow and evolve, yet not under estimate the power of a personal relationship.

CrossFit Anyone?

2011-06-15T16:19:00.001-05:00

If you happened to see the last Cloverleaf, you may have read about Marcia being chosen as "Athlete of the Month" at our gym, Atlas CrossFit. Have you ever heard of CrossFit?

A friend of mine who lives in Portland had shared a bit with me about his experience with this up-and-coming "sport", but I had no idea what I was getting myself into... At the end of October, 2009, I noticed a sign, mentioned it to Katy, and before I knew what was happening she'd gotten a bunch of us here at the office to go for a free introductory class. I hadn't been to a gym in years, and besides swimming occasionally, exercise wasn't really a part of my routine.

After that first day, I could barely make it up and down stairs for the next week, let alone walk down the 6 steps to exit the building that night. Many of us felt the same way, and it's actually a phenomenon I have heard almost all new people at the gym describe after their first few classes. But for some reason, I was motivated by Katy to continue going back. We made it through our Basic Training sessions, and then started to attend group classes regularly.

CrossFit is described as, "Constantly varied, high-intensity, functional movement." Every day the workout is different – and a surprise. Our classes are an hour long, with a group warm-up, strength or skill work, and then the workout itself, which usually last between 15 and 30 minutes. Short, but fast and intense. Besides a rower, there are no machines. Most exercises and combinations of exercises use your own body weight (think air squats, push-ups, burpees) and free weights (like dumbells, barbells, kettlebells), and there is always a strong emphasis on form – proper execution makes it "easier" to lift heavier weights.

So, I've been CrossFitting now for a little over a year and a half (with a couple hiatuses) and I have to say I still love it. It's really hard, and I often question why I am torturing myself doing it, but I'm never bored. Never. It's difficult to drag myself there, but I always feel better, even great, afterwards. And as much as I complain about it, I love being sore/stiff. I also really love being able to track my progress and see myself getting stronger and faster.

I encourage you to give CrossFit a try if you are looking for a new motivation to exercise or to simply to mix up your routine. About a year ago we got Marcia to start the classes, and not only did she get hooked, she was recognized with our gym's top honor!

If I've peaked your curiosity, here are a few links to check out. You can also email me if you have questions!

CrossFit main website
Every Second Counts (amazing documentary – including a short trailer – of CrossFit Games)
Hillary's CrossFit (my own blog recording my progress)
My Gym's Vimeo (Workouts and interviews by Athletes of the Month)

"Believe me, the reward is not so great without the struggle"*

2011-06-03T14:41:00.002-05:00

My futile attempt at running began seven years ago when I signed up for a charity 5k in my town. I lasted about 3 blocks. I hated it. Bound and determined to break the mental roadblock, I signed up again. I lasted about 3 blocks. I hated it. I hit the turning point in year three by running about half a mile. I was ecstatic. I hated it. The T-shirts began to pile up and I still was crossing the finish line at a fast paced walk. I finally figured out that what was beating me was the anticipation. By the time the gun went off I was so afraid of not finishing I wasn’t able to even start. I needed to relax, to realize that just maybe I would have a bit of fun. And slowly, very slowly, I improved. Music helped. This year I completed my first 10k, ran the whole course, and crossed the finish line in true Olympic arm raised triumph. And I liked it.

I will be participating in the TREK Sprint Triathlon in Pleasant Prairie, Wisconsin. Check back in mid July to see how I finished. Your prayers are welcomed.

Swimming. I hate it.

*Wilma Rudolph, Olympic Gold-medal Runner.

The Eire "Book Club"

2011-05-27T12:16:00.037-05:00

With two book clubs and a library, books are a main topic of discussion at Eire. Hillary and I are relative newbies to the book club world compared to Katie and Marcia whose book club has been up and running for 10 years. Proving herself to be our go to book gal, Katie’s office houses Eire’s make shift library. The collection ranges from a favorite of Katie’s Three Cups of Tea to the Hunger Games trilogy to Bob Stone’s Successful Direct Marketing Methods, obviously.

Recently, Let the Great World Spin made it through the entire creative/production department, over to Marcia, and then to Jacki and the account service team. A book with several stories woven together, we cleared up questions but opinions differ greatly on best story. Good thing we’re able to put all differences in opinion behind us. Even though, I know the one about the old woman is by far the most interesting.

Running for a Cause

2011-05-20T12:50:00.002-05:00

Last weekend Marcia and Hillary both ran in the American Brain Tumor Association's "Path to Progress" 5k event. Despite less-than-optimal weather conditions, they had a good time and were proud to participate and show support for friends and their family members. Path to Progress is an annual spring event that continues to grow every year, and takes runners and walkers up and down the Chicago lakefront. It's a great way to get out and see the city while making a contribution to a worthy cause – so consider joining them next year!

Passing the Baton

2011-05-16T13:05:00.000-05:00

Today marks a big day for the city of Chicago. Mayor Richard M. Daley, the city’s longest-serving mayor, steps down and is replaced by former White House Chief of Staff Rahm Emanuel.

Whether you love him or hate him, Mayor Daley’s has had some serious staying power here. In 1989, the year he was elected to his first term, I was in the 5^th grade. Paula Abdul and Milli Vanilli both had 3 #1 hits on the Billboard charts, and Rain Man won the Oscar for Best Picture. My, how time flies.

Congratulations, Mr. Daley. Welcome, Mayor Emanuel!

New Cloverleaf: Spring 2011

2011-05-13T14:32:00.003-05:00

The Spring 2011 edition of The Cloverleaf, Eire's company newsletter, is available today. Visit www.eiredirect.com to take a look!

Welcome, Eire Direct Marketing!

2011-05-06T11:40:00.001-05:00

We're here! And excited to share this space with you.

Everyone at Eire will be involved with this blog, which will make our posts as interesting, unique and different as each of the members of our team. That means, we plan to provide something for everyone who visits us here. So check back often, and follow us if you like. Your comments are always welcome as well.

Thanks for visiting,
Eire Direct Marketing