DIRECTWATCH - A weekly analysis of the direct marketing field

The business-to-business direct mail sector bounced back from

February's slump to record a more respectable 551 creatives tracked in

March. This is up significantly from February's 385 and slightly higher

than the January figure of 538.

One key growth area over the past few months has been the business

services sector, which leapt to 49 creatives in March, from just 22 in


The sector includes mailings offering courier services, employment

services, printing, marketing, legal assistance, hospitality,

storage-space rental and a host of small, defined professional


Mailings promoting employment services have undergone a particularly

sharp rise. Some firms promote themselves as specialist personnel shops,

including Hays Montrose, a supplier of skilled trades people, and Liddel

Dunbar for sales staff.

Another aspect of the recruitment market is reflected by TMP Worldwide's

promotion of its web site as a job-advertising tool, and

the Tyne & Wear Enterprise Trust, which hopes to persuade middle-sized

firms to offer part-time work to undergraduates.

It will be interesting to monitor the increase in promotional mailing by

firms offering business services. Is it down to smaller companies that

see this sector offers niche markets more readily than more traditional

business-to-business sectors?

Business-to-business direct mail November 2000

Company No of campaigns Sector No of campaigns

March Yr-to- March Yr-to-

date date

Viking Direct 13 204 Seminars/training 132 1846

Dell 11 117 Publications 114 1720

Institute of Dir Mkting 9 65 Computers 93 1218

Institutional Investor 8 38 Office supplies 100 1326

Neat Ideas 7 53 Motor 28 322

Reed Exhibition Cos 6 29 Utilities 22 343

Informa Publishing 5 38 Travel 11 162

AOL 5 38 Services 49 239

IBC UK Conferences 5 27 Other/general 2 5

Hawksmere 5 58

Haymarket Publications 5 45

Parcel Force 4 13

Reed Business Info 4 49

Staples 4 40

Royal Mail 4 30

Peugeot 4 13

Rapid Racking 3 17

Institute of Directors 3 45 Total campaigns 551 7181

NTL 3 11 Acquisition 514 6495

Cranfield Uni School 3 20 Customer 37 686

of Management

ACNielsen MMS monitors direct mail activity and spend using a panel of

10,000 people profiled and weighted to be representative of the UK

population. Spend is estimated by multiplying grossed-up mailing volumes

against average post and production costs for mailpacks in each area.

Data does not include requested items, door-drops or inserts. Detailed

information on direct mail is available via


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message