Direct marketing

Samsung sends tweet from Everest

Posted 9 May 2011 - 12:00pm

Mobile marketing reached new heights this week, after a tweet was sent from Mount Everest as part of a campaign from Samsung to promote the Galaxy S II smartphone.

British climber Kenton Cool posted the message on Twitter on May 6th as he climbed the world's highest peak for the ninth time.

It read: "Everest summit no 9!



Multi channel marketing push in AV referendum

Posted 28 April 2011 - 5:00pm

A campaign group wanting to retain Britain's current first-past-the post system used in local and general elections is to launch a major multi channel marketing drive in the final days before the public gives its verdict on May 5th.

The no to AV campaign is to use digital and guerrilla marketing measures, Marketing Magazine reports.

It is opposed to a switch to the alternative vote (AV) system, in which seats where no candidate gets a majority on the first ballot are settled by redistributing the second-preference votes of the supporters of the weakest candidates.





Marketing campaigns may be boosted by rugby sponsorship deal

Posted 20 April 2011 - 6:00pm

Firms wanting to boost their marketing campaigns through a sports sponsorship deal may be interested in a vacancy that has arisen

Insurer Engage Mutual has chosen to end its sponsorship of Rugby League's top flight competition, Super League.

It will terminate its link at the end of the current season, leaving the Rugby Football League (RFL) seeking new backers, although the organisation has said it is already speaking with interested parties.

Event channel marketing chance missed as nobody sponsors FA Cup

Posted 30 March 2011 - 4:00pm

The Football Association (FA) is finding difficulty securing a sponsor for the world's oldest soccer competition, the FA Cup.

Energy firm EoN currently provides £8 million a year backing but their deal ends this year and the FA has not got a replacement lined up yet, Marketing Magazine reports.

Any sponsor that does emerge may consider they have considerable event trigger marketing opportunities at various points in the competition, such as around the time of the first round proper, the third round (when teams from the top divisions join in) and the final, which is



City naming rights may be part of multi-channel marketing strategy

Posted 16 March 2011 - 7:00pm

A company may find its multi-channel marketing strategy is enhanced by securing naming rights to the City of Manchester Stadium, the home of Manchester City Football Club.

The stadium is rented by the club from the city council, having originally been used as the venue for the 2002 Commonwealth Games, but the authority has given permission for the club to seek a sponsor to name the facility as a means of raising funds.

As well as being able to have their name attached to the venue, the sponsor may be able to market its products via other channels such as the match programme,



Report 'outlines key elements of customer engagement'

Posted 17 February 2011 - 7:00pm

Customer engagement should be carried out with the right priorities in mind, it has been stated.

Writing for online marketing portal ClickZ, expert Derek Harding noted the Razorefish 2011 Customer Engagement Report claimed six main issues of engagement existed.

It stated: "The six most important needs consumers have when they reach out to a brand: Feeling Valued, Trust, Efficiency, Consistency, Relevance and Control."

Olympics 'to offer event trigger marketing opportunity'

Posted 17 February 2011 - 5:00pm

A major event trigger marketing opportunity will be offered as the London Olympic Games draws nearer, it has been suggested.

Marketing Magazine noted tickets will go on sale next month and a large clock will be set up in Trafalgar Square to count down the 500 days before the event begins in the summer of 2012.

Direct mail 'valuable part of multi channel marketing campaigns'

Posted 10 February 2011 - 6:00pm

Multi channel marketing campaigns work better when they include direct mail, it has been noted.

A Royal Mail study has found companies using this means of communication in combination with other forms of direct marketing fare 20 per cent better on average than those who did not, Parcel Info reports.

Its analysis of 260 firms with varying marketing practices found the return per message was £2.81 on average for those not using direct mail, rising to £3.40 for those that did.

Green marketing campaigns given guidance

Posted 2 February 2011 - 7:00pm

Companies marketing their products or services as being eco-friendly have been given new guidance by the British government to help ensure their marketing campaigns are not misleading.

New advice has been issued by the Department for Environment, Food and Rural Affairs, replacing previous guidelines issued in 2003.

These will ensure claims that a product is green are relevant and concern real ecological benefits, are clearly explained and can be verified by the evidence.

It stated the measures are intended to ensure potential customers are not misled by direct market





Heineken 'to be Olympic beer' in event trigger marketing move

Posted 31 January 2011 - 7:00pm

Heineken is to be the official beer of the London 2012 Olympics, it has been reported.

Marketing Magazine has stated the brewer has agreed a tie-in with Olympic chiefs that will see the Dutch brewer supply its wares at the sporting festival, particularly at corporate events.

It will also have marketing rights that will see its name exposed to a global audience, which could enhance its direct marketing effectiveness.

The magazine stated the organising committee had been hoping to offer this event trigger marketing opportunity to a local brewer and had held talks with





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