Poll urges a rethink in DM distribution range

<p>HONG KONG: Findings from a new poll conducted in the US and </p><p>selected Asian markets suggests that direct marketers should rethink </p><p>their strategies with the anthrax scare spreading. </p><p><BR><BR> </p><p>The poll by DraftWorldwide and sister agency NFO Worldwide found that </p><p>only 28 per cent of US respondents were still handling mail as they did </p><p>so in the past. </p><p><BR><BR> </p><p>A follow-up survey in Hong Kong, Singapore and Malaysia by Draft </p><p>revealed that almost 25 per cent felt threatened or concerned about </p><p>receiving solicitation in the mail compared with two months ago. In </p><p>addition, 58 per cent stated that they would pay closer attention to </p><p>their mail than previously. </p><p><BR><BR> </p><p>The scare has already resulted in The Economist putting a regional </p><p>direct mail campaign on hold, although the publication has said it was </p><p>re-examining the direct mail subscription drive because of the </p><p>higher-than-expected response it generated. </p><p><BR><BR> </p><p>Although the anthrax scare has been limited to the US, Draft regional </p><p>director, Greg Paull, said: "The media coverage alone in Asia has </p><p>changed Asians' behaviour relating to their mail." </p><p><BR><BR> </p><p>He said the reaction was "remarkable". Paull said the findings </p><p>underlined the need for a change in the focus of DM advertising, from </p><p>the traditional direct mail method to an email platform. </p><p><BR><BR> </p><p>"The message to marketers in Asia is clear: while customer relationship </p><p>management work with your existing customer base may continue to be </p><p>successful through the mail, many must explore a menu of solutions </p><p>including interactive solutions and demand generation advertising to </p><p>initiate trial and acquisition," he added. </p><p><BR><BR> </p><p>Meanwhile, The Economist said that it was reluctant to indefinitely </p><p>shelve its DM campaign - the outer cover of which featured the names of </p><p>prominent business and political leaders such as Richard Branson, Lee </p><p>Kuan Yew and George W. Bush crossed out in red ink. Regional circulation </p><p>director, Peter Bakker, said the magazine might rethink the rebranding </p><p>of this creative. </p><p><BR><BR> </p><p>- Additional reporting by Alfred Hille. </p><p><BR><BR> </p>