BRIANWOOLF.COM
 
  Welcome     Marketing & Loyalty     Speaking & Connecting     Brian's View     Books by Brian     Marketing Studies     Contact Us  
 
 

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)
 

Direct Mail looks promising despite economic woes

Marketers involved in direct mail (DM) can look forward to a stronger performance during the next twelve months, with 76% expecting their DM volumes to remain stable or grow and 69% believing that DM is the most important promotional medium, according to research by Fast.MAP and TNT Post in the UK.

Despite the current economic gloom, the surveys noted a positive outlook that reflects a resurgence of spending on direct mail by financial services and FMCG companies in particular.

When asked about the most important promotional media in their marketing toolbox, 69% cited DM, followed by web sites (33%) and email (20.4%).

A further survey into consumer habits surrounding direct mail found that nearly 50% prefer to receive their direct mail in the morning, led by those aged 65 and over. Conversely, the 18-24 age group have a stronger preference for direct mail to be delivered in the afternoon.

The majority of recipients said they prefer to read their direct mail as soon as they pick it up from the doormat and, for those who wait till later in the day, most said they read it on the couch in the living room (65%), followed by sitting at the kitchen table (52%), sitting in the garden (23%) and 18% on the toilet.

Interestingly, men are far more likely to read direct mail either in the toilet or at work than women, and the young are most likely to read it either in bed or in the toilet.

According to Lieneke Happel, director of marketing and strategy for TNT Post UK, "We are pleased that direct mail continues to be seen as the most effective promotional tool used by marketers and that it is holding its own in a very competitive landscape. These consumer insights present some creative opportunities for DM marketers."

TNT Post currently handles more than 200 million postal items each month throughout the UK.


Sources: TNT Post; Fast MAP /
The Marketing Factbook.
Copyright © 2011 - 2025 The Marketing Factbook.

    Categorised as:

  • Knowing The Customer
  • Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark