Precision Marketing articles from April 2002

Precision Marketing archives from April 2002

Royal Mail post 'to be priced on size, not weight'.(Brief Article)
April 5, 2002... Royal Mail is announcing further changes to its postage pricing system, following its decision -- leaked to Precision Marketing two months ago (PM February 22) -- to alter the scheme for direct mail advertisers. The new pricing system will...

BMG probes music fans to bolster marketing.
April 5, 2002... Music group BMG is to undertake a study into fans' habits and musical tastes, enabling it to strengthen its profiling techniques and launch highly targeted marketing activity. The global music company -- which handles artists such as Dido,...

Emap opens up SMS data to advertisers.
April 5, 2002... Media empire Emap is to open its SMS database to advertisers, as part of plans to roll-out its third-party marketing scheme across all the company's consumer brands -- spanning TV, print and radio. The initiative will allow third-parties to...

Government ploughs [pounds sterling]40m into 'Tomorrow's World' appliances.(Brief Article)
April 5, 2002... The Government is to spend [pounds sterling]40m on research into range of 'intelligent' con sumer appliances, which it claims could finally turn the 'home of the future' cliche into a reality and revolutionise the retail sector. The...

More Th>n signs sponsor deal for C5 driving show.(Brief Article)
April 5, 2002... More Th>n is to launch responsive sponsorship slots to build its reputation as a motor insurer, following the signing of a six-figure deal with Channel 5. The deal makes Royal & SunAlliance-owned More Th>n the inaugural sponsor of Fifth...

Ethiopia charity shifts focus to younger sector. (News).
April 5, 2002... Fundraising charity for Ethiopian medical and educational projects Ethiopiaid is reassessing its direct marketing strategy in a bid to appeal to a younger donor base and reduce drop-off rates from its database. Established in 1989 by Alec...

Virgin.net steps up retention drive. (News).(Brief Article)
April 5, 2002... Virgin.net is preparing to launch its most targeted wave of e-mail campaigns to date to support a fresh strategy of customer retention and acquisition. The Internet service provider (ISP) is hoping to streamline its database of 1.4 million...

Dennis Publishing to hunt brand partners. (News).
April 5, 2002... Dennis Publishing, publisher of men's title Maxim, is planning to increase its use of partnership marketing techniques to boost subscriptions to its range of magazines. The company, which regards the strategy as a natural extension of its...

BV Group buys ClickMusic to tap youth market. (News).(Brief Article)
April 5, 2002... The BV Group is aiming to strengthen its position as a youth marketing specialist with the purchase of music and entertainment content business ClickMusic, The move will give the agency access to key youth markets and enable it to provide...

Sadler's Wells launches SMS booking system. (News).(Brief Article)
April 5, 2002... Sadler's Wells is set to unveil a first for performing arts with its trial of an SMS ticketing service. The London theatre has teamed up with McCabes and Scan Mobile to promote its staging of Stomp, while simultaneously testing a mobile...

Teletext to lure advertisers via tracking system. (News).(Brief Article)
April 5, 2002... Teletext is stepping-up its drive to find more accurate ways of tracking response rates for advertising across its multimedia platforms, to deliver a more personalised service. The information provider started using software from digital...

Harley-Davidson kick-starts customer conversion drive. (News).(with appointment of Ion Group)(Brief Article)
April 5, 2002... Harley Davidson is looking to increase its customer base with a customer relationship management (CRM] system to aid prospect conversion rates. The cult brand has appointed Ion Group to develop and manage an enquiry prospect management...

Scotts of Stow catalogue rejig to fight 'lookalikes'. (News).(Brief Article)
April 5, 2002... Mail order specialist First Resources is planning to revamp its Scotts of Stow catalogue to improve customer acquisition and retention, to fight-off growing competition from 'lookalike' brands. The company is testing a catalogue size,...

Barbican adopts SMS to attract young men. (News).(Brief Article)
April 5, 2002... The Barbican Centre is to make its first foray into SMS marketing, in a bid to build its database of young people. "London's cultural powerhouse" has appointed Flytxt to promote its forthcoming Game On exhibition, which focuses on the...

FilmFour seeks subs boost with 'British Month'. (News).(Brief Article)
April 5, 2002... FilmFour is launching an integrated campaign promoting British Film Month, offering a three-day trial in an effort to boost take-up of the subscription movie channel. The channel is initially placing foldout inserts in The Sunday Times...

Pepsi plans SMS assault to back World Cup push. (News).(Brief Article)
April 5, 2002... Pepsi is launching an on pack SMS promotion to back its 2002 FIFA World Cup campaign in an effort to augment its consumer database. The campaign is centred around Pepsi's sponsorship of several famous players including Beckham, Rivaldo,...

BBC to extend Bitesize service. (News).(by launching SMS version)(Brief Article)
April 5, 2002... The BBC is promoting its Bitesize GSCE revision service to a bigger audience by launching an SMS version entitled Txt Bites. Prospects for the service will be sent specially selected questions and answers for up to five GCSE subjects. Those...

Endsleigh aims to shed student insurer image. (News).(Endsleigh Insurance to use personalized messages)(Brief Article)
April 5, 2002... Endsleigh Insurance is rolling out personalised messages across its core products in an attempt to move away from its image as a student insurer. Endsleigh, which sponsored the Football League for five years from 1993, is aiming to expand...

NS&I plans to enhance 30 million-strong database. (News).(National Savings and Investments)(Brief Article)
April 5, 2002... National Savings & Investments (NS&I), which has over [pounds sterling]62bn worth of savings deposited, is aiming to enhance its 30 million-strong database. The Government agency aims to sell [pounds sterling]1bn worth of products a month (PM...

Wyevale Garden Centres in Cup Final offer. (News).(customer loyalty offering)(Brief Article)
April 5, 2002... Wyevale Garden Centres is encouraging customer loyalty by offering its first national competition to win a pair of VIP tickets to the FA Cup final. Teaming up with financial service provider AXA, Wyovale is promoting the competition across its...

Penalli Pens rolls out second phase of DRTV ads. (News).(Brief Article)
April 5, 2002... Penalli Pens is set to launch the second phase of its DRTV campaign. The 90-second ad will be rolled out on April 8 and will air more than 300 times each week on major digital channels. The campaign is designed to drive viewers to its website,...

Family Society aims to secure children's savings. (News).(Brief Article)
April 5, 2002... Family Assurance Friendly Society is aiming to become the number one provider of children's savings brands for the under fives, by increasing its drive for new customers with marketing material designed to attract both parents and children....

Sanderson to pave way for cross-selling. (News).(Brief Article)
April 5, 2002... Thomas Sanderson, the conservatory company, is enhancing its database and cross-selling strategy by launching its biggest integrated campaign to date in a bid to boost its market share. The campaign, created by ESP, is designed to promote...

Fedma backs three-step approach to European postal liberalisation. (News).(Brief Article)
April 5, 2002... Fedma is supporting moves to push forward the implementation of an internal market for postal services through further liberalisation of the European postal market. The industry representative agrees with the EU Parliament's decision to...

Friends Provident IFAs to devise own mailers. (News).(Brief Article)
April 5, 2002... Friends Provident is looking to boost the quality of its independent financial advisors (IFAs) service by arming them with do-it-yourself mailing kits. The summertime campaign, entitled Business Builder, will see Friends Provident provide...

Mental Health Foundation adopts viral strategy to extend database. (News).
April 5, 2002... The Mental Health Foundation (MHF) is attempting to broaden its existing database by embarking on its first viral marketing campaign. The charity is using its existing database of 4,000 names to kick-start an initiative encouraging people...

Anheuser-Busch embarks on debut direct campaign. (International).
April 5, 2002... St Louis: Anheuser-Busch, one of the world's largest alcohol manufacturers, is launching a $60m ([pounds sterling]41m) integrated campaign which will incorporate direct marketing for the first time. As part of the campaign for Bacardi...

Amex lures clients with 'rewards'. (International).(Brief Article)
April 5, 2002... Auckland: American Express is bucking the industry trend with an aggressive retention and recruitment drive based around its enhanced rewards scheme. The move comes after worried customers jammed the company's switchboard when rival credit...

Canadian Mint set to promote Golden Jubilee coin. (International).(Brief Article)
April 5, 2002... Ottawa: The Royal Canadian Mint is turning to direct marketing in an attempt to raise awareness of a commemorative 50 cent coin that will be launched to mark the Queen's Golden Jubilee. The campaign, created by Wunderman Canada, will...

Bland ads rule the roost in Oz. (International).
April 5, 2002... Melbourne: Trans-Tasman relations are a little strained these days. There's the Rugby World Cup falling out, Russell Crowe's grumpy behaviour leading to his honorary Australian status being rescinded following his failure at the Oscars, and, to...

Radio tunes into loyalty to fight off rival media: With their numbers expanding radio stations are exploring ever-mare sophisticated loyalty channels to keep their listeners tuned in Michael Rosser reports. (News Analysis).
April 5, 2002... The days when the cult of personality ruled the airwaves has long gone. Instead, media owners are now turning their attention to sophisticated direct marketing techniques to hang on to their audiences. But it's not only video which has...

Football giants eye TV trophy. (News Analysis).(professional soccer teams' television channels)(Brief Article)
April 5, 2002... Following the demise of ITV Digital a shadow has been cast over the future of television football Many of the big clubs are launching their own TV channels but will the secure enough revenue? Records. The collapse of ITV Digital has thrown...

Marketing with the consumers calling the shots.(Conciera is on the acquisition trail)(Brief Article)
April 5, 2002... How best to make sure that the right message gets to the right person, at the right time? There's one obvious way of avoiding the costs and waste of guessing and predicting: let consumers specify what they're interested in buying and when. And...

Letters.
April 5, 2002... Creativity can work as a partner of marketing Following Steve Aldridge's comments (PM March 22), I am encouraged to learn of the existence of the 'uber-creative'. I understand this is a rare beast in the UK -- one that understands the...

New media integration blurs the agency/client boundaries. (Comment).(Brief Article)
April 5, 2002... The new media marketing agency's role is being marginalised by companies eager to maximise returns. Mark Creighton examines how agencies can survive the shift Look in the recruitment section of any trade press magazine and you will come...

Royal Mail finds simple solution. (Leader).(new bulk mail service)(Brief Article)(Statistical Data Included)
April 5, 2002... The last time Royal Mail launched a mail advertising product, Margaret Thatcher was still in power and Yazz was number one with The Only Way Is Up, so it is easy to see why the organisation is hailing its new 'simplified' direct mail scheme as...

Just press the button: Marketers are still eagerly awaiting the mass take-up of digital TV and adoption of interactive ads. (Special Report: Digital TV).
April 5, 2002... WHO HAS THEIR FINGER on the red button? In the wake of ITV Digital's collapse, it could be argued, "not enough". Yet, there is clearly the potential for huge growth, while the amount of time current users spend interacting is substantial. ...

Back to the old school? as the direct marketing industry has evolved, so too have training practices. But opinion is divided over whether this is a change for the better. (Special Report: Training).
April 5, 2002... IN THE MID--EIGHTIES, direct marketing and above the line were seen as completely different disciplines, and many could not understand why any classically trained marketer would choose to work in direct marketing. However, there is no...

Auto Trader to release list of online car buyers. (List File).(Brief Article)
April 5, 2002... Auto Trader, the secondhand car magazine, is releasing the names of 654,500 people who have recently registered on its re-launched website. The list manager is HLB. The site, www.autotrader.co.uk, carried out 12.5 million vehicle searches...

The Spectator updates file to add subscribers. (List File).(Brief Article)
April 5, 2002... Marketing and Media Solutions (MMS) has updated The Spectator magazine file to include over 61,000 names of subscribers. The weekly magazine is internationally famous for its books, news, politics, arts and witty reviews, says MMS. The...

Present Taste offers names of well-off women. (List File).
April 5, 2002... The Present Taste file is now available to rent from Isis Direct. The file comprises buyers and enquirers from the mail order catalogue and website, www.allpresent.com. The company sells a premium range of foods and gifts, including truffles,...

Potter takes place on Siemens executive board David Potter. (Moving People).(Brief Article)
April 5, 2002... David Potter is joining Inkfish call centres as sales manager, and takes a place on the Siemens Business Services executive board. Potter will lead a team of specialists and develop sales opportunities for the utilities, telecoms and finance...

JJ Group hires Moore as creative director Adrian Moore. (Moving People).(Brief Article)
April 5, 2002... Adrian Moore has been appointed creative director at the JJ Group. Formerly creative director at Alcone Marketing, Moore comes with over 20 years experience. He will be responsible for developing the creative for clients such as Volvo, Thames...

Goddard joins Deutsche Post as managing director. (Moving People).(Brief Article)
April 5, 2002... Deutsche Post Global Mail has hired Alan Goddard as managing director. Goddard, whose previous positions include director of Royal Mail and Irish Post, joins the company from Strategia Group where he was a consultant.]

Tiscali hires partnership director. (Moving People).(Brief Article)
April 5, 2002... Internet company Tiscali has appointed Phil Mehrtens as partnership director. He will be responsible for cultivating the company's channel strategy for its portfolio of business service products. Mehrtens joins from Cable & Wireless, where he...

Fletcher joins Proximity from Red Hot Chilli. (Moving People).(Brief Article)
April 5, 2002... Proximity London has made Jason Fletcher creative director of design. Joining from Red Hot Chilli, where he was creative director heading a team of 16, he will now oversee designs for projects both on and offline.

Nice work.(Azadeh Saii, forum3)(Brief Article)
April 5, 2002... Is a monthly column dedicated to those people who are happy at work. Don't think it's possible? Read on Name: Azadeh Saii Company: forum3 Department: Recruitment exhibitions for the not-for-profit sector Job title: Marketing...

Hull - the next up and coming place? (Dairy).(The Deep, deepest aquarium in Europe)(Brief Article)
April 5, 2002... Hull is a funny old place. This once great fishing port and birthplace of the English Civil War isn't often thought of as a city on the up, but in actual fact, it would appear it's got quite a bit to shout about. For example, not only does...

Whatever you do, don't tell a cabbie. (Dairy).
April 5, 2002... There is nothing worse than kicking someone when they're down. Take poor old Dallas Hill for example. The Diary has to confess that we don't know too much about Mr Hill, but what we do know is that for some reason, he needed to apply for credit...

Mum's the word. (Soundoff: Hunter's Tale).
April 5, 2002... Very pleased to see the best bits of Edinburgh's Oneagency have resurfaced so quickly with their new outfit Story. I got Naomi to send Dave Mullen a congratulatory case of pink fizz, together with some Scotch smoked salmon. A bit like coals to...

Good, clean fun. (Fructis).(Fructis' free sample mailer)(Brief Article)
April 5, 2002... Any piece that offers a free sample is off to a good start and this mailer for Fructis antidandruff shampoo has three of them. The front cover could be better. It uses a curiously cropped shot, which must have been perfect for whatever it was...

Creative critique.
April 5, 2002... Is a weekly look at direct marketing initiatives by a panel of agency creatives. This week, Philip Pawsey, creative group head at Dynamo Marketing Group, enjoys the free samples he's received, but begs not be sent any more middlemen.

Date for your diary. (Schroders).(Schroders Private Bank)(Brief Article)
April 5, 2002... Targeted at individuals who have recently said their businesses, this cleverly designed piece is an invitation to a private seminar from Schroders Private Bank. Masquerading as a desk diary, the line on the front leads you to the date of the...

Stop picking on the middlemen. (Direct Line).
April 5, 2002... I'm so glad this piece inviting me to save 30 per cent on my home insurance landed on my doormat this week. It enables me to issue a plea to art directors everywhere -- stop using this creative hook. I know great minds think alike, but this is...

Location, location, location. (Kenco).(free samples)(Brief Article)
April 5, 2002... Another set of free samples, this time from Kenco. We're ordered to be 100 per cent authentic on the cover and inside there are three samples from the range, plus three for a 'friend', yeah right. The simple use of pack shots and tantalising...

DMA president Colin Lloyd quits after nine years at top.(Direct Marketing Association)(Brief Article)
April 12, 2002... After nine years at the helm of the DMA (UK), Colin Lloyd has decided to step down from his role as president. Lloyd will not renew his fixed-term contract. Instead, he plans to add to his four non-executive directorships and continue...

Premium-rate shake-up stirs gamin fears.(Brief Article)
April 12, 2002... Marketers fear a proposed Government clampdown on premium-rate competitions could result in severe data-capture restrictions. SMS and telephone competitions are under threat from proposed changes to gambling legislation, recently laid out...

Council move to impose opt-in electoral data worries industry.(Brief Article)
April 12, 2002... UK direct marketers are braced for a data shortage, following Renfrewshire Council's decision to impose an opt-in mechanism in its electoral data. After presenting the option to its electorate of 160,000 voters, the Scottish local...

Warner Village launches online bid to double SMS database.(Brief Article)
April 12, 2002... Warner Village Cinemas is launching SMS and online campaigns in a bid to boost its fledgling new media database and promote the latest Star Wars movie. Developed by Ignition Claydon Heeley, the chain hopes to double its SMS database of...

Tabasco seeks to reposition sauce brand.(Brief Article)
April 12, 2002... Tabasco Sauce is to step-up its below-the-line activity, in a bid to forge closer customer relationships. The brand is aiming to solicit prospect details from US-based parent company McIlhenny, following a recent online data capture...

Max Power aims for SMS loyalty. (News).(from Emap)(Brief Article)
April 12, 2002... Emap is bolstering its commitment to SMS marketing with its first wireless, marketing-based loyalty drive for motoring title Max Power. The media empire, which last week declared its intention to open up its SMS database to third-party...

Internet tool to capture data on food habits. (News).(Brief Article)
April 12, 2002... Consumers are set to benefit from an Internet application that will capture data on their food preferences and dietary requirements, allowing companies to target them with food-related special offers. The application is set to become part...

Lever Faberge seeks net position for Dove. (News).(Brief Article)
April 12, 2002... Lever Faberge is launching a Web-based, data-gathering initiative for its cleansing brand Dove in a bid to develop the product's online presence. The campaign, entitled Face In The Crowd, is designed to attract women to the website,...

Cuervo teams up with Virgin Radio in data drive. (News).(Cuervo Gold tequila)(Brief Article)
April 12, 2002... Cuervo Gold tequila is to blitz Virgin Radio listeners with a series of online and on-air activity in an attempt to pull a substantial share of its 3.2 million weekly listeners. The two-month campaign, developed in-house by Virgin, will be...

Wella launches SMS campaign to build brand. (News).(Brief Article)
April 12, 2002... Hair styling brand Wella is launching a data capture campaign offering free full-sized samples to consumers who text a number displayed on billboards, in the company's first 'Postertxt' initiative. Shoppers in Hull and Plymouth will be...

Village cinemas kids' Web club signs data deal. (News).(Habbo Hotel, Cinemaniacs)(Brief Article)
April 12, 2002... Online teenage chatbase Habbo Hotel is poised to host a campaign driving film fans to the Cinemaniacs website by tapping into its database of hard-to-reach youths. Cinemaniacs, (www.cinemaniacs.co.uk), the online kids' club of Warner...

Sage to review marketing roster and appoint leader. (News).(Brief Article)
April 12, 2002... Software company Sage is poised to create a roster of below-the-line agencies, following its decision to recruit its first UK marketing director in three years. Following the departure of marketing director Mark Searles in 1999, the role...

Suttons launches drive to raise off-season activity. (News).(Suttons Consumer Products)(Brief Article)
April 12, 2002... Suttons Consumer Products, an international supplier of seeds and gardening products, is enriching its database capabilities in an attempt to reduce seasonal lulls and encourage customer loyalty. Targeting will be tightened up across...

Dyson invests in integrated customer contact. (News).(Brief Article)
April 12, 2002... Dyson is looking to improve the quality of its customer relationship management, (CRM), following a significant investment in both its call centre operation and customer contact technology. The company, whose product line includes vacuum...

Xbox European net 'innovation' with mp3 tie-in. (News).(Brief Article)
April 12, 2002... Microsoft Xbox is extending its marketing partnership with mp3.com Europe and Universal Music International, with an online campaign based around musician DJ Shadow. The initiative, which will cover 13 European countries, will direct...

P&O launches initiative to promote short breaks. (News).(Brief Article)
April 12, 2002... P&O Portsmouth is looking to raise awareness of its west coast channel crossings as a leisure option through a series of targeted mailings, as part of an integrated communications campaign. The initial campaign will focus on the ferry...

Gone 11 offers youth service. (News).(promoting drinking bars)(Brief Article)
April 12, 2002... Late-night drinkers will soon be able to download the locations of bars via Gone 11, a promotional service designed to capture youth data. The service is a spin-off of youth marketing website www.liquid-life.com, a guide to stylish bars in...

Direct creative forms art for new exhibition. (News).(Openup/02)(Brief Article)
April 12, 2002... Direct marketing meets concept art at Openup/02, a showcase of the most creative design concepts in direct mail sponsored by Royal Mail's Media Markets Division. The works of art, which include TDA's airfix kits inviting students to 'Make...

Alliance & Leicester to review direct account. (News).(Brief Article)
April 12, 2002... Alliance & Leicester is reviewing its [pounds sterling]45m below-the-line account. The bank will decide whether to increase or decrease the number of agencies in its roster. It is also considering taking more work in-house. Alliance &...

Volvo Construction Equipment hires Masius. (News).(Brief Article)
April 12, 2002... Volvo Construction Equipment has appointed Masius to handle its worldwide account. The agency will co-ordinate all marketing communication and advertising, including below-the-line work for the Brussels-based manufacturer and supplier. Masius...

HP Bulmer rolls out initiative for Sidekick brand. (News).(Brief Article)
April 12, 2002... Drinks firm HP Bulmer is set to roll out a new wave of direct marketing activity for its 'shot-style' drink Sidekick. The company is seeking to co-ordinate activity in high street venues such as Yates and Wetherspoons. SMS and e-mail activity...

British Airways joins forces with Avis. (News).(promotion effort)(Brief Article)
April 12, 2002... British Airways and Avis are teaming up for a joint promotion which offers participants the chance to win [pounds sterling]3,000 cash, a fortnight at the five-star Hyatt Regency Grand Cayman and gym membership. The prize is open to all BA...

Securicor bids for net security user attraction. (News).(Brief Article)
April 12, 2002... Securicor SafeDoor is poised to overhaul its consumer database in a bid to encourage sceptical Internet users to shop online. The security specialists' SafeDoor system enables subscribers to buy products online without revealing their...

Concert promoter adopts CD-ROM strategy to target members online. (News).(Brief Article)
April 12, 2002... Classical concert promoter Raymond Gubbay is adopting CD-ROM technology for the first time in an attempt to encourage audience members online. The promoter, which presents over 600 concerts a year in the UK, has developed the direct mail...

Refugee Group develops plan to boost donors. (News).(Brief Article)
April 12, 2002... The Refugee Council, the Government-funded support organisation for asylum seekers and refugees, is testing a values-based strategy to increase its database of long-term donors. The move towards values-based marketing, which focuses on...

Lewisham Council embarks on initiative to lure teachers to borough. (News).(Brief Article)
April 12, 2002... Lewisham Council is launching a multichannel offensive designed to both attract the SouthEast's best teachers to the borough and improve its relationship with current teachers. The campaign, produced by Square One, will run until the end of...

CMA says Privacy act will destroy its direct industry. (International).(Brief Article)(Statistical Data Included)
April 12, 2002... Toronto: The Canadian Marketing Association (CMA) has lashed out at proposed legislation which could cripple the direct marketing community of Ontario. Reaction from the CMA follows news that the Ontario Ministry of Consumer and Business...

US DMA notes rise in e-marketing. (International).(Brief Article)
April 12, 2002... Washington DC: Figures unveiled this week by the US DMA reveal businesses increased their use of e-mail marketing during the recent economic slump. As traditional advertising budgets were slashed, a large number of companies developed...

Woolworths refines strategy to boost net shopping. (International).(Brief Article)
April 12, 2002... Wellington: Woolworths is preparing to strengthen its Web-based marketing strategy in a bid to maintain its share of the online shopping market/. The supermarket chain has appointed impiric, following a four-way pitch. Its brief is to...