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Issue: October 2008

Like: Cow and Gate

The wife of a colleague is expecting a baby in February and is 22-weeks pregnant.

Last week she received a timely direct mailer from Cow & Gate, who are the number 1 baby feeding brand in the UK.

The mailer recognised that her 20-week scan was complete and that she could now start to enjoy being a mum to be.

The piece was personalised to her. It featured her first name and the content was tailored to the fact that she had reached a certain stage of her pregnancy.

This isn’t one of ours but we wish it had been. Our advice would also have been to create a personalised website and URL i.e. www.mycowandgate.co.uk/firstname.lastname.

The site would have been a permanent resource during her pregnancy with regular updates based on the stage. We would also have suggested using personalised and dynamic emails as a another means of delivering timely reminders and to drive response.

Like: Orla Dunne, Marketing Manager at Lovefilm.com

Orla wrote an article for the October issue of Marketing Direct magazine, where she stated that 95% of the direct mail she receives through the post ends up in the bin because ‘it’s dull, it looks exactly the same as what was delivered yesterday, isn’t eye catching and doesn’t appeal to me.

However, Orla highlighted one of the projects Lorien Unique helped to create and deliver – The International Direct Marketing Fair - as a piece that didn’t end up in the bin and that she still remembers six months on.

So, thank you very much Orla for the recognition.

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Click here to read the article

Dislike: Which? Magazine

Which?

One of my colleagues has recently turned the wrong side of 30 but we don’t think he’s ready for the knacker’s yard just yet. So, imagine his surprise when he received a direct mailer asking him to enter a free prize draw to be a lucky winner of one of two mobility scooters.

Talk about kicking a man when he is down! Obviously, they need to have a few strong words with their data provider. My colleague has a few suggestions, should they need them!

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Email: antonia.fielding@lorienunique.com

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