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