The colonisation of homes as well as businesses with PCs has added the
Internet, CD-ROMs and diskettes to the media employed in relationship
marketing. From this has sprung a new industry.
An example of the new-media design work of Bereze Associates is to be
found at www.marketing97.com - the exhibition’s own Web site. The
company claims to integrate ’the richness of a CD-ROM in terms of
graphics, movies and sounds together with the immediacy of the Web’.
Brand New Media says that in preparation for the next technological
trend it is extending its expertise to digital TV.
Response communications agency Richardson Pailin & Fallows joins its
sister company, Net7, to demonstrate how to get started with a Web site
or to revamp an existing one for response.
Its software and implementation support for the BT Trading Places
service for electronic purchasing is explained by the TDS Group. More
software for creating and managing database-driven commerce over the
Internet is demonstrated by iCAT UK.
Clients for Shift F7’s Net design service include Intel, Sun Life of
Canada and Star Internet. Net Names lays claim to being the world’s
premier Internet domain name registry.
From ProActive Productions come multimedia tools, Web sites and computer
graphics. Web site and multimedia design services are offered by The
Direct marketing agencies
An array of direct marketing practitioners is to be found in the Agency
Gallery. Presenting their credentials are Brann Direct Marketing, EWA,
GGT Direct, Lowe Direct and Richardson Pailin & Fallows.
Another leading agency, Judith Donovan Associates, has its own stand in
the hall to flaunt its newly reminted JDA brand. The formation of
strategic alliances, partnering and data engineering are the
specialisations of Relationship Marketing International.
Databases and data handling
Prominent at the show are many concerned with the building and
management of marketing databases, augmenting them from appropriate
lists and campaign responses, and the profiling of customers and
AP Information Services has a range of directories and mailing lists on
a database which is said to guarantee 99.5% accuracy. List rental and a
range of database services are available from CDMS Marketing Services,
plus mailing house activities.
The selection from TDS Group includes its business-to-business targeting
and analysis tool, and a telephone-validated database of 2.2 million UK
businesses. Analysis, geodemographics and database management are
offered by EuroDirect, a new product being Windows access to the
As well as its range of lifestyle databases, ICD Marketing Services is
showing statistical software enabling clients to manipulate lifestyle
survey results on their own PCs. Consumer and business lists compiled
from readers of Haymarket Publishing’s periodicals and directories are
obtainable from Haymarket Direct.
Strategic Research has bureau services for research and database
analysis, including its STARS system for tracking customer behaviour
against research results. Datacentre offers database management, data
capture and response handling.
Among support software for market research from Merlinco is its
MerlinPlus package for survey design, interviewing and analysis. Best
known for its company financial information services and business lists,
Dun & Bradstreet is also introducing its profiling and analysis
Data enhancement and analysis are part of the bureau services from GD
Information Management. DM-related technologies can be read about in the
’New Perspectives’ title from GeoInformation International.
With offices across the world, International Customer Loyalty Programmes
offers all forms of communications expertise. Address management
software is available from Listmaster Database and QAS Systems. Bespoke
programming is just one of the services from the Mailcom. Database
management is also available from Mail Marketing Group.
Software for in-house survey research and data analysis is produced by
Mercator Computer Systems. Computer bureau NCH Database Marketing
provides consultancy, statistical analysis and software. Computer
mapping from Ordnance Survey includes AddressPoint, which locates and
defines residential, business and public postal addresses.
In addition to its tutorial role, White House Training & Distribution
has software for marketing planning, geodemographic analysis and
Another tool is its interactive flipchart for recording ideas at
A free trial of the CD-ROM version of its address cleaning software is
offered by The Computing Group. Technology from Urban Science
International includes automated predictive analysis for communication
Interactive Media Services (IMS) is an automated, inbound call handling
bureau and one of its clients is catalogue shop Index, which recently
announced its millionth customer call.
Two giant mailing and fulfilment houses, Mailcom and Mail Marketing
Group, have expanded their inbound teleservices and outbound
Customer segmentation techniques in the management of inbound and
outbound activity are demonstrated by the UK’s largest telemarketing
bureau, Sitel. A division of Taylor Nelson AGB, TeleDynamics is
launching new statistical profiling techniques for telemarketing.
Telesales are the speciality of Ultimate Sales Professionals.
Headaches caused through the complexities of multi-language cross-border
campaigns are soothed away by Freedman International. The company makes
the point on its stand by offering visitors free head massages.
Arden Direct Marketing draws attention to its investment in high-speed
paper enclosing machinery, inkjet printing and labelling. Aspect
Marketing Services covers design, print, inserting, wrapping, mailing,
response, fulfilment, telemarketing, database management and DM project
Sport and entertainment personalities can be signed up through the
Celebrity Group. Design agency First Impression ranges across corporate
literature, exhibitions, direct mail, multimedia and Web sites.
All aspects of direct marketing are encompassed in education and
training programmes from the Institute of Direct Marketing. Market
research agency Key Note demonstrates how more than 200 free executive
summaries across 26 market sectors can be found at its new Web site.
International research in technology and home entertainment sectors is
undertaken by Resource (Marketing Research).
Marketing Relationship Communications, part of Mailcom, provides
strategic consultancy in relationship marketing. Mailcom offers laser
printing, mailing and response handling.
Mail Marketing Group encompasses printing, response handling,
fulfilment, list broking and consultancy. Miller Freeman Direct
specialises in database marketing, distribution management and direct
mail. Case studies illustrating applications of its range of services
are provided by Royal Mail. Affinity Visa cards are issued by Beneficial
Customer magazines are at the heart of many relationship programmes and
agency publishers are at Marketing 97 in strength. They point to the
versatility of their products in sustaining loyalty, putting across
detailed corporate and brand messages, enriching marketing databases,
and providing opportunities for up-selling and cross-selling.
Most are members of the Association of Publishing Agencies, which is at
the show to persuade the nine out of ten major companies which still do
not have a customer magazine that they are missing out.
Ford Motors, Royal Sun Alliance and BUPA are among the clients of
publisher BLA, which offers its stand as a ’watering hole’ for footsore
Atom Publishing has Norwich Union Healthcare, NatWest and Christian
Pride of the portfolio of Mediamarket Publishing International is
British Midland’s relaunched Voyager magazine. Latest contract gained by
Summerhouse Publishing is the magazine of the London Symphony Orchestra,
joining such clients as Saab, GEC Alsthom, Shell UK and Scottish
The Publishing Team demonstrates its new Web site containing ’ten
fascinating facts’ about its operations across 22 magazines. Brass Tacks
Publishing is launching its Web site at the show and has a marketers’
assessment pack to analyse whether and how a customer magazine might be
As well as being a major agency publisher, specialising particularly in
IT periodicals for Microsoft and Apple, TPD Publishing is emphasising
its further services in interactive communications, sales promotion,
database management and loyalty consultation.
Redwood, Europe’s biggest agency publisher, boasts ’new generation
It is also introducing its new media division for Internet and
The Illustrated London News Group has research which concludes that too
many companies undertake short term ’me-too’ customer magazine projects
without sufficient thought about the need to build long-term
Part of the Media Partners network, Axon Publishing can take on
pan-European customer magazines through partners in Holland, Belgium,
France, Sweden and Denmark. It is equally interested in UK titles.
Exhibitions and face-to-face events such as samplings and roadshows are
a further facet of interactivity. This brings in the stand and display
designers, builders and suppliers.
Academy Expo is demonstrating the different types of stands and displays
- custom-built, modular and ’bespoke modular’. Clip, in modular display
systems for 15 years, is launching a new graphics production
Design and construction services are provided by Event Exhibition &
As well as the full-day conferences at Marketing 97, a series of
’walk-in’ half-hour seminars are to be held daily.
Drawn from among exhibitors, presenters look at pan-European
relationship programmes, customer satisfaction and retention, whether
rewards are necessarily the right way to gain customer loyalty,
relationship management, use of loyalty cards and challenge with ’Why do
you want a relationship, anyway?’.
New media is a hot topic. Speakers deal with attracting regular visitors
to Web sites (most sites fail to attract even a second visit, it is
claimed), economic ways of employing the Internet, global customer
communications via the Web, case studies on the use of new media,
trading on the Internet, and how to register domain names.
There are sessions on research, including scrutiny of the market
research and survey software, and bridging the gap between research
results and internal customer data.
Techies examine software for planning, research and database
Two of the several contract publishers at the exhibition demonstrate the
case for customer magazines. There is a behind-the-scenes look at how
celebrities are acquired for advertising, endorsements and personal
In telemarketing, choosing the right type of response handling for DRTV
is scrutinised. There are also ideas for design and the use of modular
systems for event marketing.
An example of effective use of new media is the Irn-Bru Web site, a
winner at October’s Grocery Advertising FMCG awards.
Created by Brand New Media, the site, www.irn-bru.co.uk, attracts huge
numbers of visits through a variety of wacky interactive adventures,
with surprise rewards and downloadables.
Shopping on the Internet has been developed by Mail Marketing Group,
first for the Wallace and Gromit ’Aardmarket’ and recently for products
based on Enid Blyton characters. Buyers’ details are captured for use in
’Direct shopping is set to explode over the next few years,’ predicts
MMG marketing director Ian Hughes.
VISIT THE VILLAGE
The Data Village at Marketing 97 provides a hands-on demonstration of
how technology can transform raw data into usable marketing and
Visitors start at a ’store’ to collect data, using EPOS, barcode readers
and swipe cards, and then move through a data cleansing and analysis
process, before reaching segmentation and communication.
Finally, there is the development of strategies for customer acquisition
and retention, merchandising, new product development and the
measurement of media effectiveness.
The village has been created by Dunn Humby in association with MTI and
This article was first published on Marketing