The Direct Marketing Association (DMA) has launched a charm offensive fronted by former BBC Watchdog presenter Alice Beer, in an attempt to change people’s perceptions of the industry.
The campaign launches this week and sees Beer interviewed on BBC and ITV. She will also appear on dedicated website mydm.co.uk, which features the DMA’s new consumer charter.
The charter outlines six commitments, which include demonstrating the benefits of the medium to consumers, investigating all bad practice by DMA members and taking appropriate action.
The site was created by Crayon Direct Advertising. It includes an “Ask Alice” section, which enables consumers to ask questions about direct marketing.
Beer says: “The industry has a mountain to climb in regaining public confidence, but the fact a sustained campaign on this scale is being launched is a significant first step from the industry.”
DMA managing director James Kelly says: “We accept that consumer perceptions won’t change overnight. This is exactly why we haven’t simply focused on the benefits of direct marketing in the first stage of the campaign.
“However, by building consumer trust in DM and by educating people, we can put across the diversity of the DM channels available.”