Genesis DM provides efficient and professional support to our very busy marketing department. They take a project of any size from initial brief through to final development, always keeping you informed of the project's progression, and should there be any issues Genesis DM already has a solution that meets deadlines and budgets.
Direct Marketing Manager – Hotel, Spa and Management Training Centre

Direct Marketing

Of the five marketing disciplines (Advertising, Personal Selling, Public Relations, Sales Promotion and Direct Marketing) it could be argued that the latter of these has developed more than its rival disciplines. Although it is not responsible for the largest spend, the developments in the sector are most likely as a direct result of:-

  • Legislation - The requirement to comply with the Telecommunications (Data Protection & Privacy) Regulations (amended 2000) and the Data Protection Act (1998), which safeguards the individual to a right of privacy.
  • Data Quality – The ability to accurately target individuals at home or work based on known physical, behavioural or emotional attributes.
  • Social Responsibility - The importance of the need to meticulously manage client data across internal systems.
  • Financial & Ethical Pressure - The impact of managing unnecessary waste from printed communications, both in terms of its economic burden to the business, and its improved ethical position demonstrated to its customers.

These factors have significantly contributed towards a more efficient process, benefitting everyone whilst developing trust.

If you are unsure of the existing communications legislation, our services will provide the intuition that you will need to make correctly informed, professional decisions.

Delivering effective direct marketing campaigns revolves around the use of accurate and meaningful data. The more relevant the data, the greater the possibility of a cost effective return on your investment. Data may be available to you across several sources, from product registration cards to service agreements and requests for information. If these are stored on paper our data capture process will import your data accurately.

Direct Mail

There are a plethora of individual elements that must come together before you can communicate with your audience (once the strategy and objectives have been set). From design and print, to data integrity and postal costs, nothing can be left to chance especially as trust is the all- important message that you are building.

If you are a seasoned direct mail producer then you will no doubt be including control and test packs within the campaign to assess patterns and trends which will help build insight. If you are new to direct mail and you believe you are going to generate instant revenue from your first campaign then perhaps this medium is not for you. Ideally you should be dripping information to your audience at appropriate stages, building on their understanding and exposure to your brand.

Door-to-Door

Very similar in structure to direct mail because the message is delivered by post, where this differs from direct mail is the targeting. This method relies on limited targeting data, and as such, the promotional material is common across entire neighbourhoods; it is therefore not personalised. Typical examples of this would be public service announcements, changes to bus routes or timetables where the impacts affect a street or postal sector.

If your organisation is in need of support to deliver your direct marketing campaigns telephone us on 01788 815327, or email us at communications@genesisdm.co.uk.