DM strategy is nothing new

David Reed’s article “Hidden Measure” MW October 14 makes the valid point that direct marketing achieves more than the quantitatively measurable volumes of responses and sales. However, the recognition that DM operates as an integrated strategic tool is no novelty.

For over ten years the Institute of Direct Marketing has been promoting the strategic contribution of the discipline to business objectives and for three years it has been awarding the same through the Business Performance Award (BPA), sponsored by Experian.

Our award is given to those companies which can demonstrate investment and reward over the medium term by applying a sustained and integrated direct marketing effort in successful pursuit of greater profitability, awareness and improved customer relationships.

As such, the award cannot be won by a single mailing or by a single campaign. Just look at the previous winners: Goldfish, Tesco Clubcard and Legal & General – rewarded for employing on-going and continually evolving direct marketing and business strategies.

The year 2000 award will be presented at the annual Royal Mail/IDM Symposium gala dinner in May and, one week into registration, I am pleased to say that already an impressive number and standard of enquiries has been received – despite the rigorous criteria.

The BPA requires a competition entry of about 4,000 words explaining in detail the strategic approach taken and key business performance indicators used to measure the change achieved through direct marketing methods.

I would invite any agencies or clients who apply direct marketing as a strategic tool to join them by calling the IDM on 0208 977 5705 or registering online at www.the idm.com.

Derek Holder

Managing director

The Institute of Direct Marketing

Middlesex

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