Try to take the right direction

Interesting piece about the motor trade “Spotlight: Car buyers put wheels in motion” (MW September 6). But I have to question the objectives of the research. If research on off-road vehicles had been carried out, would it have included the mini? I think not, therefore why include direct mail in analysis of recall?

I work in the business and I can’t remember who I’ve received mail from in the past week, let alone 12 months. However, when I was looking for a new car, I took a test-drive of a car I hadn’t previously considered as a direct result of a mailing.

I wonder what the research would have shown if people who had taken a test-drive were asked which media had directly motivated them.

What the research does show is that there is a lack of understanding about direct marketing and


I would be concerned if the direct mail recall figures were low for people within a month of purchase.

If the car manufacturers have got it right they should only be targeting people who are just about to buy – unless they have a prospecting loyalty programme (like Ford’s Talkback scheme). So, given that only six per cent were looking to buy within the next month, it is not surprising recall figures were low and that only six per cent found direct mailshots useful in selection.

Come on – let’s have some better thought through analysis. How about combining spend figures with recall – I’m sure that would get marketing directors worried (and delight others).

Also it would have been interesting to see the effect of telephone marketing.

David Hodson

Newsletters Ltd

London WC2

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here