DMA Launches Boldest Ever Consumer Marketing Campaign
The Direct Marketing Association is launching a nation-wide advertising campaign to encourage consumers to recycle their unwanted direct mail.
The initiative, which the DMA claims is its ‘boldest consumer campaign’ to date, will run from October to December with press advertising in national consumer titles and marketing in the trade magazines.
The campaign, developed by Archibald Ingall Stretton, will be supported by a two-week postcard advertising push in coffee shops around the country, information leaflets in the Citizens’ Advice Bureau and banner ads on supporting DMA member websites.
As well as encouraging consumers to recycle the marketing materials they receive, the campaign will promote the DMA’s mailing preference service as providing a choice to those who view all direct mail as junk.
Commenting on the initiative, James Kelly, managing director of the DMA, said: “We have received enormous support and backing from the direct marketing industry and believe that this campaign will highlight how successful we are as an industry at self-regulation and just how much can be achieved by working together towards a common goal.”
Recent research from Carat urges advertisers to recognise that direct mail is more than a direct response medium and can be highly effective at raising awareness and communicating brand identity (see Research Urges Media Planners To Recognise Direct Mail).
The latest figures from the Direct Mail Information Service show that direct mail saw revenue grow by 3.4% year on year to £545.3 million in the three months to June, as advertisers continued to turn towards more targeted and cost effective forms of marketing (see Direct Mail Posts Second Quarter Expenditure Increase).
DMA: 020 7321 2525 www.dma.org.uk
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