All the Fun of the Fair

By Cobb, Robin | Marketing, March 16, 1995 | Go to article overview

All the Fun of the Fair


Cobb, Robin, Marketing


Roll up, roll up! This year's Direct Marketing Fair is the biggest to date. Robin Cobb rides the merry-go-round of free seminars and samples the 300-plus exhibitors' wares

A record 300-plus exhibitors are at this year's London International Direct Marketing Fair to display and demonstrate their latest ideas, products and services. At Wembley Conference and Exhibition Centre this week, March 14-16, the fair also offers a free seminar programme, a conference and a high technology pavilion at which new developments will be put through their paces.

The seminars are daily at 9am (with coffee and croissants as well as direct marketing doyen John Frazer-Robinson's tips on cost-effective mailing), 1pm (Andrea Nierenberg on presentation skills, sales training and team-building) and 4.15pm (agency head Judith Donovan's clinic for smaller companies).

The conference, with registration fees from [pounds]30 to [pounds]225 per session, covers just about every aspect of direct marketing, including sessions on international campaigns.

Here is a sampling of the innovations to be found at the fair:

Services

Telemarketing company Merit Direct introduces a revised edition of its Guide to Direct Response Television Advertising. Co-sponsored by BT, the new edition "reflects the latest thinking from a number of experts involved in different aspects of DRTV".

French company OBIMD was awarded the "best innovation" prize recently, at the Paris counterpart of the Direct Marketing Fair, for its Universal Mailing database management and mailing package. It explains this package at Wembley.

The system incorporates information from 180 countries on address formats, correct distribution codes, the alphabets of different languages, a database of 95,000 forenames for checking purposes, and civilities and personalisations used in different countries.

Mailing Preference Service gives details of the Telephone Preference Service, launched in January this year. Administered by MPS, the new preference scheme is the telemarketing equivalent of the Mailing Preference Service, and allows people who do not want unsolicited calls to have their numbers removed from lists.

Supported by OFTEL and the Data Protection Registrar, TPS is intended to ward off the threat of legislation from Westminster and Brussels which would restrict marketing by phone. Another element of self-regulation by the direct marketing industry is the List Warranty Register, also administered by MPS.

Mailcheck, a mail monitoring service, is being launched by Market Movements. This is a seed-list monitor enabling companies to discover whether and when direct mail items were delivered - and, presumably, whether their lists are being misused.

Clients add names and addresses supplied by Market Movements to their mailing lists and they then receive a report telling them when items were received, the postage method used and the condition in which the pack arrived.

Another new service is "Who's Mailing Who?", which offers continuous research data about direct mail targeting, mailing volumes and share of voice. Visitors to the stand will receive a free printout which lists and describes direct mail campaigns in their chosen area.

Its alternative international mailing services are explained by TNT Mailfast as "giving real value for money". The company handles some 300 million items a year worldwide. A reply service gives options of fully prepaid or a local reply facility, where the respondent pays only local postage.

There is a parallel parcel service, available in most European Union countries, including new members Austria, Finland and Sweden.

Brussels-based Moore-Lithorex has gone into partnership with New York's Media Affinity and Renewal Services to launch the latter's concepts of affinity marketing. Affinity groups are described as a "neglected asset" and it is claimed that a strategy has been created which allows clients "to earn substantial incremental profits in a new and interesting way". …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

All the Fun of the Fair
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.