Magazine article Marketing

Directwatch

Magazine article Marketing

Directwatch

Article excerpt

Almost 800 business-to-business mailings were tracked in March, a slight fall on February's level due probably (as with consumer mail) to more activity than usual in the first two months of the year.

Business mailings accounted for 29% of the 2683 different DM creatives tracked in March, a 5% higher share than last month, and more than 90% were acquisition mailings.

Seminar, training and publication companies again issued the most creatives, but the rise in computer and e-commerce activity noted last month continued, and was buoyed by increased advertising of hardware and printers. Although more mailings are directing recipients to a web site, the number doing so is still small.

Many mailings launched services to help take businesses into the electronic age, including Vodafone's 'Ahead for Business' and BT's 'Click For Business'. Other interesting mailings included BSkyB mailing businesses with a remote control set for its digital TV service, offered at [pounds]80 a month with a free digibox and dish; Virgin Trains discounted tickets to business travellers; and mailings by the Business Software Alliance offering a 30-day truce to businesses which may be using pirate software.

Viking Direct again tops the list, but this month sees more computer and telecoms firms in the table, led by Dell and BT. Most business mailers used PPI for their mailings, with just 28% of creatives using Mailsort.

Jeremy Ridgway is associate director of AC Nielsen MMS

                      A weekly analysis of the direct
                    marketing field in association with
                 Business-to-business direct mail -- March
Company                            Number of              Sector
                                   campaigns
                                     Month   Year-to-date
Viking Direct                         19               65 Seminars/training
Centaur Publications                  16               32 Publications
IIR                                   11               32 Computers
Reed Bussiness Information            10               19 Office supplies
Haymarket Publications                10               21 Motor
IQPC                                   8               14 Utilities
BT                                     8               20 Travel
Gee Publishing                         8               29 Services
Centaur Conferences                    7               19
CompuMaster                            6                9
Royal Mail                             6               11
Hawksmere                              6               23
Institute of Directors                 6               14
Dell                                   6               27
William Reed Publishing                5                8
Seton                                  5               18
Ford                                   5                9
Institutional Investor Newsletters     5               14 Total campaigns
United Advertising Publications        5               15 Acquisition
Makro                                  5               11 Customer
Company                            Number of campaigns
                                          Month        Year-to-date
Viking Direct                               238                 812
Centaur Publications                        172                 649
IIR                                         111                 442
Reed Bussiness Information                  120                 409
Haymarket Publications                       46                 114
IQPC                                         50                 105
BT                                           10                  34
Gee Publishing                               32                  84
Centaur Conferences
CompuMaster
Royal Mail
Hawksmere
Institute of Directors
Dell
William Reed Publishing
Seton
Ford
Institutional Investor Newsletters          779                2649
United Advertising Publications             713                2440
Makro                                        66                 209

ACNielsen MMS monitors direct mail activity and spend using a panel of 10,000 people profiled and weighted to be representative of the UK population. …

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