THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: BEST USE OF DM MEDIA - BUSINESS-TO-BUSINESS PRESS

WINNER

WINNER



Client: Eastern Natural Gas



Agency: TBWA Payne Stracey



Copywriter: Goran Powell



Art director: Geoff Ketcher



SECOND



Client: Mercury Communications



Agency: Craik Jones Watson Mitchell Voelkel



Copywriter: Simon Kershaw



Art director: Phil Keevill



THIRD



Client: Crisis



Agency: Burnett Associates



Copywriter: Marc Nohr



Art director: Shaun Crawford



WINNER



A lot of direct response trade press advertising is dull; according to

this year’s judges, ’creativity is not usually at the forefront’. Not so

with the winning entry, which was ’creatively terrific, with a fabulous

headline’.



Eastern Natural Gas had already achieved success in signing up small

businesses to convert to natural gas. Small fish and chip shops and

restaurants have been a particularly fruitful segment, and it was

decided to target them further with a full-page ad in one of their most

widely read specialist magazines, Fish Fryers Weekly.



The magazine has a circulation of only 2500, but the ad attracted 243

replies. Almost a quarter of these (23.9%) subsequently converted to

natural gas, making the ad a highly cost-effective initiative.



SECOND



Telecoms market leader BT has been very aggressive, not just in cutting

prices but in making people aware of the fact. Mercury’s aim was to

persuade the business community that it was still the cheapest,

particularly on long-distance and international calls.



During the campaign period, enquiry calls increased by 200%, with sales

exceeding target by 40%. The results was that costs per sale fell from

pounds 270 to pounds 40, with each sale generating an average of pounds

3500 in annual revenue.



THIRD



Crisis helps around 4000 people each Christmas. In this press drive, it

sought to raise money and acquire new support from business in a novel

and highly cost-effective way. Using the Financial Times in mainly

donated space, it urged City companies to give the charity the money

they would normally spend on business Christmas cards, and tell their

clients that they had done so via another donated page in the FT. Some

28 companies signed up, yielding pounds 180,000 for a total outlay of

pounds 4600.



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