Host: Aaron Cozort
Guest: Kush Shah
VIDEO
{“url”:”https://youtu.be/fB-sU_HkJ2g”,”type”:”video”,”providerNameSlug”:”youtube”,”responsive”:true,”className”:”wp-embed-aspect-16-9 wp-has-aspect-ratio”} –>
DESCRIPTION
What if your printer, mail house, sign shop, and label partner were all the same team—and local? In this Southaven Business Beat, host Aaron Cozort sits down with Kush Shah of Direct FX (22+ years strong) to unpack how a two‑man mail startup grew into a multi-division print, mail, signage, and flexible label company serving the Mid‑South—and why their methodical growth, client education, and single‑touchpoint model win in 2025.
What you’ll learn:
•How Direct Effects evolved from direct mail (2003) → digital print → offset → signage → flexible labels
•Why variable data + targeted lists beat “spray and pray” mailers
•The one point of contact advantage (print, mail, signs, promo, labels)
•New tech: larger digital press sheets (23″×29″) = short‑run posters & unique formats
•Hiring in print today: pairing veterans with rising talent; cross‑training smart
•Local first: the power of keeping dollars circulating in DeSoto County
Key quotes & takeaways
“We’re a relationship business. We fix problems first—and figure out the how later.”
“Mail less, target smarter. 10K to the right audience beats 100K to everyone.”
“Digital printing isn’t ‘inferior’ anymore—quality and speed now rival offset.”
About Direct Effects
Headquartered in Southaven, MS with operations in Memphis, TN and Jonesboro, AR. Capabilities: commercial print (digital + offset), direct mail, signage, flexible, industrial, ag labels, and promotional products. Typical sweet spot: 100–200,000 pieces; new large‑format digital unlocks short‑run posters and specialty sizes.
Connect with Direct Effects: directfxsolutions.com | 901-344-8169
Resources mentioned:
variable data printing, targeted mailing lists, QR landing pages, retargeting, and geo‑targeting.
Engage with us:
Have you combined direct mail + retargeting lately? What results did you see?
Drop a comment with your best-worst mailer story, and tag a local business that needs this episode.
Support the Show
• Like this if you value local.
• Subscribe to Southaven Business Beat for weekly Mid‑South growth stories.
About Southaven Business Beat
We spotlight Mid-South founders, creatives, and community leaders—delivering the playbooks, perspective, and partnerships you need to grow. Brought to you by the Southaven Chamber Foundation.
CHAPTERS
- Intro: Why print still matters locally (00:00 – 01:12)
- Direct Effects origin story (2003) (01:12 – 02:03)
- From mail to print (learning CMYK the hard way) (02:03 – 02:22)
- Adding signage through client demand (02:22 – 02:43)
- Enter flexible labels (ag & industrial) (02:43 – 03:10)
- Multi-location footprint (03:10 – 04:15)
- From Pitney Bowes to startup—$50K bet (04:15 – 06:08)
- Cracking Tunica casinos with variable data (06:08 – 06:57)
- Digital vs. offset: the tech journey (06:57 – 08:30)
- Today’s digital = offset quality (08:30 – 08:52)
- New press: 23×29″ sheet game‑changer (08:52 – 10:40)
- What clients don’t know (and need to) (10:40 – 12:06)
- One vendor, one invoice: the single touchpoint (12:06 – 13:31)
- Leadership & methodical growth (no finger‑pointing) (13:31 – 15:21)
- Co‑founders: sales vs. ops—finding lanes (15:21 – 17:04)
- Future: diversify & the label opportunity (17:04 – 18:28)
- Flexible labels use‑cases (watermelon, freeze‑pack, industrial) (18:28 – 19:39)
- Hiring realities & cross‑training (19:39 – 21:53)
- Protecting with tech as offset talent shrinks (21:53 – 22:31)
- Data‑driven mail + QR + retargeting (22:31 – 24:49)
- Refocusing on DeSoto County relationships (24:49 – 26:39)
- Chamber tours: “Didn’t know you could do all this here!” (26:39 – 28:02)
- Why relationships are greater than one‑off jobs (28:02 – 29:22)
- Pricing unlocked by digital color (29:22 – 30:54)
- Keep dollars local → build momentum (30:54 – 32:13)
- Wrap (32:13 – 35:33)
This month’s featured sponsor — DeSoto Athletic Club (DAC)
Ready to level up your energy, mindset, and consistency? DeSoto Athletic Club has flexible, build-your-own memberships so you only pay for what you’ll actually use—group fitness, recovery, team training, and more. Start strong this week: book a tour and ask about the intro options. dacsouthaven.com
Podcast sponsors — Pure Focus Media & Wisdom Integrators
Wisdom Integrators: Systems, automations, and smart ops that give you time back—and make growth repeatable. See how your stack could run smoother: https://www.wisdomintegrators.com
Pure Focus Media: Turn your brand story into leads with pro video, strategy, and social content that actually moves the needle. Free discovery call: https://www.purefocus.media/
YOUTUBE URL
