PM_220208_p014 20/2/08 16:49 Page 14
14 PrecisionMarketing February 22 2008
Opinion
Allan Fraser-Rush Letters
Managing partner
Tequila\ London
How direct mail is still in
favour with consumers
Tel: 020 7089 6400
www.meta-morphix.com
Only the brave will
by producing and testing differ-
‘give planning a go’
ent creative treatments to find
out what works best with dif-
ferent demographic groups and
in different media sectors.
Which is why this Internet-
I recently overheard one
based company will never
‘‘
There seems
make the mistake of underesti-
of our ‘suits’ on the
mating the power of direct
to be a general
phone having to explain mail.
to a client why planning
lack of bravery
time had been included
David Cole
among clients
as part of the cost Managing director
estimate for developing
CCB fast.MAP
when it comes
the work. They did an
London, EC1
‘‘
Direct mail
admirable job in
to planning
Still works as part of an integrated strategy
justifying why a planner
Why it’s not good
should be involved and
The logic in Charlie McK- In fact, a breakdown of the to just talk online
the client eventually agreed to ‘give them a go’.
elvey’s zonal postal pricing latest figures, shows only 21 per
Give them a go? I was moved between angst and comment (PM, January 25) is cent of consumers like to Michael Weston’s argument on
anger, wondering if clients value planning at all any
spot on. In fact we know “con- receive cold emails and 32 per the subject of email marketing
more. Can’t they see the value an independent
sumers still hold a torch for cent favour direct mail from and intelligent customer
direct mail” because they keep companies with which they engagement really serves to
voice can bring to the table, or are they so focused telling us so in the PM/ CCB have an existing relationship. highlight the growing negativ-
on pushing work through that the art of a big idea
fast.MAP Marketing-GAP Which proves Charlie’s point ity towards brands that hide
behind the campaign has totally lost its way?
tracking study. that “direct mail still works as behind digital channels of com-
Although email took over as part of an integrated strategy”, munication (‘Why it’s good to
Planners should be seen as more than just a cost.
the favourite method of receiv- so the cost of postage will talk online’‚ PM, February 8).
They need to be recognised as a valuable extension
ing marketing messages in 2005 remain critical to marketers. Brand appeal can only effec-
to every client’s business. Someone who can stand
and has remained in the lead; Much of CCB’s online tively serve on an emotional
the mail figure increased to research is done not for online and transparent level if cre-
back, take an arbitrary view on the task at hand,
25.5 per cent in 2006 and last marketers, but for direct mar- ative consumer choice is to be
provide insight into the market and ultimately help autumn remained at a steady 22 keters and advertisers who brought back to the fore.
develop a great idea that stands out from the
per cent. want to finetune their targeting A positive customer experi-
market and delivers against business objectives.
There seems to be a general lack of bravery
among clients when it comes to planning. This
Viewpoint
reticence is preventing them from scrutinising the
conventions of the market, so they are missing out
on creating work that is effective and cuts a clear
path through the general chaos of advertising that
Shaking off the
whacks consumers over the head every day.
Big ideas are seen as scary. You can almost hear
‘unecological’ tag
the client saying, “Why can’t we just do what we
know will work?” Those that have taken on the
Lucy Edwards
challenge head first are reaping the rewards. Those Marketing director Despite the large number of consider it to be ‘junk mail’.
that shy away will only achieve an ever-diminishing
Howard Hunt Group positive initiatives already in What can be done about it?
return on their cookie-cutter ideas.
place, the direct marketing Consumers have become
industry still faces an uphill increasingly sceptical of the
I have brave clients that have a hunger for big
struggle to change consumers’ reasons behind green initia-
ideas and a desire to be different. My advice is this:
perception of being environ- tives, so brands should quietly
don’t be scared of planning or what it could
To many people, direct mentally unfriendly. ‘Being continue with putting more
marketing is still seen as an
green’ can mean a lot of things environmentally friendly prac-
uncover. Instead look at what you may discover
environmental nuisance. To
to consumers, but most will tices in place. Brands are wise
and the potential it could bring to your brand. associate the term with recy- to surround themselves with
Remember a good planner can bring insight to the
combat this, brands should cling their glass bottles and direct agencies and printers
table; a great planner can change your business.
continue their commitment
paper. Direct mail continues that are equally committed and
to green best practice
filling up recycling boxes and have put procedures in place to
it’s no surprise that they still ensure environmental best-
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