01 March 2000

TARGETED MARKETING is conspicuous by its absence from Millennium Dome promotional activity, claims a recent report from ACNielsen MMS and dm shop Tullo Marshall Warren. This claims that b-t-l ac-tivity is virtually non-existent – a heinous error, avers TMW managing director Richard Marshall. "There seems little doubt", says he, "that if the Dome is to attract high visitor levels throughout 2000 it is going to need to invest in targeted advertising and direct marketing. In particular, direct marketing is a medium so far ignored by the New Millennium Experience Company."

Not so, counters NMEC head of marketing Ruthy Wicks: "We did doordrops last September through Tesco’s Clubcard database; we have also targeted specific groups such as the Women’s Institutes by attend-ing group fairs and collecting data." [Wow, Ruthy, that should guarantee a Gold for NMEC in the next DMA/Royal Mail Awards!]