THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: BEST DM CAMPAIGN - PUBLISHING

WINNER

WINNER



Client: National Geographic Society



Agency: In-house



Copywriter: Liz Murphy



Art Director: Joan Anderson



SECOND



Client: Radio Times



Agency: Barraclough Hall Woolston Gray



Copywriter: Ruth Blair



Art Director: Duncan Gray



THIRD



Client: Associated Newspapers



Agency: HH&S



Copywriter: Jeremy Thwaites



Art Director: Rick Smith



WINNER



The National Geographic Society has been a regular award winner,

returning to take the top spot in this category after an absence of a

year or two.



Membership of the society includes a subscription to National Geographic

Magazine. The current circulation of 330,000 has been built using

classic direct marketing methods. Each year there is a substantial

campaign to recruit a targeted number of new members, at a cost per head

below the first year’s subscription of pounds 21.75.



In 1996, the target was a minimum of 46,615 new members. Direct mail was

used to target 600,000 households drawn from 62 lists. This was

particularly cost-effective, with the cost per order undercutting budget

by 35%.



In addition, five million inserts were distributed in a mix of

publications, including some known to produce consistently good results,

and some test titles. Couponed ads with a total circulation of 22

million, and 1.5 million leaflets distributed door-to-door were further

elements in the campaign.



Orders received were 22% above target, and were achieved within the

original budget.



For the judges, the entry demonstrated classic direct marketing skills,

harnessed to meet clear-cut objectives.



SECOND



The Radio Times is a large and complex magazine, and potential buyers

need an extended trial if they are to become regular readers. In the

title’s most successful recruitment campaign so far, packs were devised

for three different target audiences.



Non-readers meeting salary and other criteria received a mini-mag mailer

and five free vouchers. Occasional readers of competing titles were sent

a postcard with five vouchers; while occasional Radio Times readers got

eight half-price vouchers.



THIRD



Early this year the Daily Mail launched a ten-week collector card

series, Quick Cuisine, in its Saturday Weekend magazine. This provided

an opportunity to target busy, female readers of competitive titles,

with an interest in cooking. Lifestyle databases were used to identify

prospects, who were sent the first cookery card, plus dated vouchers for

the Daily Mail and Mail on Sunday. The campaign achieved the best-ever

take up of free vouchers, with 3% converting to regular orders.



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