Inappropriate offers sure to alienate potential targets

RAPP’s research into the cuts set to be made by affluent families in the next few years (MW last week) should sound a warning bell for marketers. We all know that targeted promotions receive better response rates, but too many brands still target consumers with inappropriate offers.

Our own consumer research, in partnership with Equifax, reveals that 29% of consumers have received an offer or promotion for a product or service they weren’t eligible for.

The worst offenders are credit card providers, with 32% of that survey sample receiving incorrectly targeted promotions. Insurance providers come next with 26%, followed by mobile phone (20%) and loan offers (17%).

This extremely bad practice has a very real impact on a brand’s reputation 30% of those polled said that they would never buy from that company again.

Brands need to tighten up their marketing activity and avoid committing resources into targeting consumers that can’t even take them up on their offer.

Alistair Blaxill
Executive director

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