Direct Marketing Top 75

Marketing, March 31, 2005 | Go to article overview

Direct Marketing Top 75


The direct industry finally appears to be emerging from the fallout of the recession, writes Robert Epstein.

The direct fraternity has not had reason to feel this optimistic since the 2001 recession hit. After two years of sluggish business, which resulted in staff being shed, recruitment all but halted and new business at a premium, 2004 marked a gradual return to health.

After a tough first half to 2004, clients began to release budgets in the third quarter and, by the fourth, accounts that had been won earlier in the year were finally resulting in work. 'There were lots of briefs that did not materialise into concrete work at the time, and many agencies are only now beginning to see the fruits of their labour,' says Mike Spicer, managing director of Arc. '2005 is off to a promising start and it certainly looks as though the market is picking up.'

The most recent Bellwether Report from the Institute of Practitioners in Advertising reveals that more than 40% of clients have set aside greater budgets for direct activity in 2005 than they spent in 2004.

Further encouragement came last month in the form of research from the Direct Marketing Association, carried out by The Future Foundation. It showed that 70% of consumers are happy to receive direct communications, as long as they are targeted - a far cry from the doom-mongering of the BBC's Brassed Off Britain show last June. The programme rated direct mail - which still accounts for the majority of direct spend - as the British public's greatest irritant.

'Almost everyone can find pieces of mail they find annoying. Companies committing the worst excesses are those that ignore the regulations,' says Rapier chief executive Jonathan Stead.

'They have upset a lot of consumers, which has led to a negative halo around direct marketing in general. But consumers can differentiate between trash and relevant information as long as the industry concentrates on getting the targeting right.'

The past year has seen the inevitable round of consolidation - Tequila\London's merger with TBWA\GGT made it the biggest direct agency by gross profit, according to Companies House figures - and the demise of agencies Mr Smith, Mercier Gray and Cramm Francis Woolf. Other major industry trends have included: improvements in targeting and personalisation; the growth of digital media as an integral part of the mix; and the ascension of direct agencies to strategic roles.

Direct agencies' ability to target consumers with relevant communications has been augmented by a fresh approach to data. Amid fears that European legislation on consumer opt-in for email and telephone communications will be extended to mail within the next two years, boosting consumers' willingness to receive marketing material is a must.

To improve mailing lists, Archibald Ingall Stretton has been overlaying attitudinal research with customers' behavioural needs through customer insight agency tree.

For Skoda, AIS used surveys that showed the marque's drivers are thoroughly independent. It ran a campaign for its Octavia model that included mailings presenting the car as an alternative to the norm; items common to all drivers - a driving licence and tax disc - were sent out using lines that included 'You have to pay the same road tax as everyone else. But you don't have to drive the same car.' From 40,000 mailings, Skoda achieved a response rate of 3.95% - almost double the industry standard.

Tequila\London took personalisation to the mass market for Sainsbury's using digital printing. In one execution, the agency produced a mailing that rewarded loyal customers with a gift on their birthday. Using Nectar data to identify customers celebrating their birthdays, as well as the gift that would most suit their purchasing behaviour, the supermarket sent out more than 400,000 cards a month. Redemption rates increased from 28% on its previous campaign to 40%. …

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

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.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

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

Direct Marketing Top 75
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?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access 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.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.