Magazine article Marketing

Direct Watch

Magazine article Marketing

Direct Watch

Article excerpt

Almost 400 companies sent direct mail to businesses in November, 93 % of which were acquisition mailings. Publishers issued more mailings than training companies for the first time and motor and business service companies also upped their activity.

The month's top mailers included Viking Direct, offering big discounts to warehouse, computer and office supplies buyers; Dell, which issued a business systems catalogue and publicised its sale; PC World, mailing vouchers to existing and prospective customers and cross-selling a stakeholder pension package; and Kensington Specialities, mailing samples of diaries, Christmas cards and pens.

Other work included BT mailing its latest Talking Business magazine and promoting WAP phones; Royal Mail promoting the benefits of DM, with a free book sent to all respondents; BT Cellnet continuing to promote its mobile business/WAP services; Thomas Cook inviting businesses to offer travel vouchers as staff incentives; and VirginBiz promoting its internet-trading service.

The proportion of internet-related mailings rose again, with activity by AOL, Easynet, and Scoot. This was mirrored by arise in motor-related mailing on the back of newsletter mailings by MercedesBenz and Nissan, promotions of new models by Renault and Toyota, and Tracker Network and Roadnet continuing to advertise vehicle tracking and radar detectors respectively.

Jeremy Ridgway is an associate director of ACNielsen MMS

                      A weekly analysis of the direct
                    marketing field in association with
                        Business-to-business direct
                            mail November 2000
Company                         Numbero campaigns
                                            Month Year-to-date
Viking Direct                                  13          194
Dell                                           10          104
Kensington Specialities                         7           40
PC World                                        6           13
Reed Business Information                       5           57
IBM                                             5           34
IQPC                                            5           53
DMG Business Media                              5           29
Financial Times                                 5           21
IDM                                             4           52
Haymarket                                       4           83
Hawksmere                                       4           62
Euromoney                                       4           44
Easynet                                         4           18
Institute of Directors                          4           49
United Advertising Publications                 4           54
CPC                                             4           13
Access                                          3           44
Wilmington Publishing                           3           38
IIR                                             3           61
Company                         Sector            Number of campaigns
Viking Direct                   Seminars/training               120
Dell                            Publications                    148
Kensington Specialities         Computers                       101
PC World                        0ffice supplies                  95
Reed Business Information       Motor                            30
IBM                             Utilities                        26
IQPC                            Travel                           14
DMG Business Media              Services                          6
Financial Times
Institute of Directors
United Advertising Publications
Access                          Total campaigns                 540
Wilmington Publishing           Acquisition                     504
IIR                             Customer                         35
Viking Direct                           2156
Dell                                    1941
Kensington Specialities                 1370
PC World                                1370
Reed Business Information                364
IBM                                      389
IQPC                                     141
DMG Business Media                       248
Financial Times
Institute of Directors
United Advertising Publications
Access                                  7969
Wilmington Publishing                   7187
IIR                                      782

ACNielsen MMS

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

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