Direct Mail A Low Risk Option For Advertisers
Direct mail gaffes are far less likely to cause serious brand damage than mistakes through other forms of advertising, according to the latest research from market data firm Marketscan.
The research asked marketing professionals from the country’s top 1000 companies to quantify the risk of brand damage by badly executed or poor taste advertising. Common blunders include direct mail sent to the wrong person or to generic job titles, inappropriately targeted direct mail, unsolicited email and badly targeted telephone calls.
The findings indicated that sending mail-shots to the wrong person or to a generic job title posed an 18% below average risk to brand image while poorly targeted direct marketing was 16% less likely than average cause brand damage.
Commenting on the findings, Julie Knight, managing director of Marketscan, said: “Our research indicates that direct mail is the medium of choice for companies looking to minimise the risk of damage to corporate brand image. However, it is essential that companies do not become complacent in their approach to direct mail campaigns. Well-executed business-to-business direct mail can make a substantial difference to the bottom line.”
She added: “On a per hit basis, direct mail is one of the most expensive marketing channels, making it imperative that companies do not squander valuable resources through poor targeting and poor data management. Moreover, the potential customer value from b2b direct mail far exceeds that of consumer mailings.”
At the opposite end of the spectrum Marketscan’s findings indicate that badly executed or poor taste campaigns have the greatest potential to harm a brand with a 19% above average risk factor. Badly targeted telephone calls and unsolicited email were also considered to be damaging, with 11% and 4% above average risk respectively.
Recent figures from the Direct Mail Information Service showed the direct mail industry to be increasing in popularity among advertisers, with expenditure continuing to rise through 2003. The figures show full-year expenditure rose by 2.2% to more than £2,431 million last year, as difficult economic conditions continued to force advertisers to seek more cost effective forms of marketing (see Direct Mail Pushes The Envelope As Expenditure Rises).
Marketscan: 01243 786 711 www.marketscan.co.uk
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