Direct Marketing

Direct mail and digital direct marketing

Decision Making


Francesca Brosan, Admap, April 2014
This article describes results from research into business to business (B2B) digital marketing, offering understanding of how budgets are being used. Websites, email and social media account for the most spend, but over three years marketers have begun to spread budgets more widely.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes how Preston Guild, a festival held every 20 years in Preston, UK, used an original design concept to attract visitors, increase the Guild's profile and engagement with the media, and improve perception of Preston as a great place to live and work in. The Guild Festival was composed of a number of events taking place in 2012, and incorporated existing annual community events to achieve added value from the Guild ethos and profile.

Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes a launch campaign in the UK by Callcredit, a credit referencing, risk and fraud agency, which targeted insurance companies as potential clients. The 25 most important prospects were identified, and a number of contacts within each company sent a direct mailing.

Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes a campaign by Charlie Bigham's, a ready meals company with a high quality positioning, ahead of the roll-out of its products across 250 UK Waitrose stores. The campaign ran in the catchment areas of those 250 stores with door drops which focused on its premium positioning and included a discount coupon.

Direct Marketing Association - UK, DMA Awards, Gold, 2013
This case study describes a digital strategy by Thomson UK, the package holidays company, which delivered personalised information through a mobile app, email and SMS. The app could be used to book holidays, and then to receive information and reminders before and during a holiday.

Direct Marketing Association - UK, DMA Awards, Silver, 2013
This case study describes how Canon, the technology company, used bespoke reports to promote its enterprise services business in Europe. The company is better known for printers, but also offers business services.

Direct Marketing Association - UK, DMA Awards, Grand Prix, 2013
This case study describes a campaign in the UK by Monarch Airlines which used augmented reality in its direct mail to target potential ski holiday customers. Research into ski customers and the airline's own routes suggested that targeting family holidaymakers would be unsuccessful: instead independent adventure skiers were targeted.

Direct Marketing Association - UK, DMA Awards, Silver, 2013
This case study describes the launch of a new Volkswagen Beetle car model, which targeted young men in the UK with a direct mailing. After identifying postcodes with a higher than average number of Mini cars (a key competitor), vintage postcards showing iconic scenes from the model's past alongside the new model were delivered.

Simon Shaw and Matt Bright, MRS Awards, Finalist, December 2013
This report describes research conducted by Royal Mail, the UK postal delivery service, to understand what variables increase the effectiveness of direct mail. Five fake brands were created, and five direct mailings created for each, with progressively more physical features.

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