Direct Marketing
Use of direct marketing to pep up sales is on the increase
(IRISH TIMES) - IT WAS more a case of below the belt than below the line at the An Post Direct Marketing Awards in the Mansion House last week, when a post-awards discussion ended with punches being thrown and an ambulance being called, writes SIOBHÁN O’CONNELL
Not that any of the companies attending had much reason to be dissatisfied, as there was an award for nearly everyone in the audience.
Any company considering direct marketing to pep up sales could do worse than consult the awards website (www.anpostdmawards.com), where all the award-winning agencies are listed. An Post estimates that two-thirds of all companies use some form of direct marketing as part of their marketing mix.
Another name for addressed direct marketing is junk mail. However, advertisers and their DM agencies can no longer afford a scattergun approach. An Post claims that seven out of 10 direct mail recipients deem the content to be “relevant” to them.
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