Thursday, 24 February 2011

Bright future for channels old and new

Here at THE DM GROUP we invest a lot of time assessing and analysing what our clients do and what is happening in the market place in general. We see it as our role to stay at the forefront of what’s happening in the communications world, what’s in and what’s out.

So I read with interest from the US that JCPenney has announced its spring fashion marketing program will include direct mail, TV, radio and social media. As well as celebrating its Spring collection, it will also use the campaign to unveil its new logo. It’s all part of an initiative to make the iconic brand more appealing to a younger audience.

It’s fantastic that JCP are using this approach for both brand and sales initiatives.

That’s a great endorsement for the continued use of some tried and trusted channels, mixed with new social media alternatives and supports two strands of evidence that have been emerging from media analysis over the last two years.

First is that direct mail is growing still (and being read).

 Second is that  the use of a combination of channels in a campaign (TV, DM and social as opposed to just TV and DM as an example)  creates significant lift  in brand awareness and intention to purchase. 

If you’re as excited about what’s happening as we are and would like to talk about how we can make a real difference for your organisation why not give us a call.

Malcolm Harvey , Client Services Director ….and communication obsessive