Launch Effort For VoiceXpress Stays On Target

Rich Doucette is not to be denied. The executive vice president of new business at Target Marketing & Promotions in Boston was called in to help a shop pitch IBM’s voice recognition software division.
Two days before the presentation, while TMP was working on its part, the agency it was pitching with called to say they had been cut from consideration.
Doucette, who once was national accounts manager for the New England Patriots, went on the offensive. He wasted little time tracking down an IBM competitor, offering to present his ideas to Lernout & Hauspie in Burlington, Mass.
Rarely does TMP go it alone, and when pitching L&H, the sales promotion shop called on Davis & Gorannson, a boutique in TMP’s building, for the creative component.
L&H bought into TMP’s campaign suggestions for launching VoiceXpress, a computer program that allows users to “say what’s on your mind and see it on your screen.” The result is a multimedia effort designed to introduce VoiceXpress to consumers as well as educate sales clerks on the product.
Themed “From your lips to the PC screen,” the campaign includes print executions that broke last month in various computer trade magazines. TMP also developed a phone card giveaway promotion, in-store “shelf talkers” to attract shoppers as they pass by, radio tie-ins with WBZ’s David Brudnoy Show, Web site hot links and banner ads.
TMP has worked with some of the region’s largest agencies, completing sales promotion programs with Arnold Communications for Volkswagen of America and Bell Atlantic, Mullen for Nextel and Holland Mark Martin Edmund for Veryfine.