an exclusive dm package
A lot of people are saying to us these days that email is over-used as a marketing medium, that their spam filters have (at last) caught up with sorting out the desirable from the unwanted, and that they are turning back to print in a bid to get response rates back to where they once were.
It’s certainly true that e-marketing is over-used. We all have rafts of spam that is ill-directed and ill-targeted (and not very imaginative either, if it comes to that).
So, could I right now make a plea to all those who want to spam me in Russian or German not to bother? My Russian is non-existent, and my German is limited to asking for a loaf of bread and some onions. So, trying to interest me in your products (whether web-hosting or viagra) in either of those languages probably isn’t going to work.
Email is cheap, quick and available and probably that’s why it often isn’t working. It’s too easy to do without too much thought, and consequently can be counter-productive – sometimes, you’d be better off doing nothing than doing that.
Meanwhile, print campaigns, especially when well thought through, well targeted (ie they are sent to the right people) and thoughtfully followed up, DO work, even in these slightly straighened times.
Our campaign for Citroen Sport last year was a case in point. (In conjunction with our friends at Sports Media International, we helped to find the new sponsor they were looking for). And we’ve done it before, very effectively for Flying Pictures, a company whose business is concerned with hot-air balloons (!), and spectacularly for a software company called Ariba, who really gave us the scope (both budget and time) to do something effective.
Get in touch if you’d like to find out more about that Ariba initiative – it’s not often that a campaign directed at senior decision-makers gets a 60% response rate (and we only cheated a little!)
