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 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, Bronze, 2013
This case study describes how the UK government's Department for Communities and Local Government promoted the existing 'right to buy' scheme to council house tenants, testing two different approaches. Data analysis was used to identify the areas that should be targeted, and communications were friendly, including information on the scheme, and an eligibility infographic.

Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes a campaign by Lloyd's Pharmacy in the UK which used direct mail, TV ads and PR to promote services which help heart health. TV ads and direct mail targeted at people who had previously used the company's services invited people to take tests, promoted offers and gave information on managing conditions.

Direct Marketing Association - UK, DMA Awards, Gold, 2013
This case study describes the launch of a new car model by Lexus in the UK, targeting affluent consumers. To demonstrate the efficacy of the model's air conditioning and moisturising features, orchid flowers were kept in the car for a week.

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, Gold, 2013
This case study describes how IBM, the technology and business services company, used sponsorship of the Wimbledon tennis tournament to promote a social media sentiment tracking product to a C-suite audience. The high profile attendees of the event made it an ideal platform for IBM, which used the opportunity to demonstrate its data processing and interpretation capabilities by publishing live data on social media sentiment.

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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