IDM is guilty of mail chauvinism

Just back from the IDM’s Successful Creativity in Direct Marketing course, I was reminded of my namesake’s article which asked whether DM damages brands (MW November 1).

My answer to this tricky question is: ” Yes, if you attend this course.” Because rather than seeing DM as a way of generating dialogue and enhancing brand loyalty, the IDM seemed to be wholly focused on tactical promotional offers; propositions and brands barely got a look in.

Moreover, and probably more damagingly, there was an almost religious reliance on response testing ad and mailer variations – whichever execution worked best was the chosen one. This technique has two attractions: a self-fulfilling rationale; and an excuse not to bother asking why something worked.

These approaches are more than lazy, they’re dangerous. The true value of diligent planners (and creatives) is their ability to integrate the brand and understand the consumer – to get under the skin, directly and laterally – at the briefing stages. When great psychology and great technique dovetail you really do have Successful Creativity in Direct Marketing.

But the real danger is if this sales promotion mentality dominates. From a brand perspective this breeds nothing but promiscuity.

David Reed

Aspen Communication

London NW1