Good examples of creative Direct Marketing: This research covers various examples of Good and bad direct mail including environmental, best practice, creative and data DM and good examples of DMA winners. And also some stereotype of bad DM! The collection includes campaigns from Waitrose, VW and Virgin Trains

1. Some DM since 2007

2. Examples of good DM

3. When Environment becomes the key driver! Examples of EDF and British Gas

4. EDF Energy Environmental DM

5. Micro Generation

6. Climate Balance launch 01/07 - Acorn dm Objective Launch ‘Carbon Neutral’ and raise awareness of EDF Energy’s green credentials Approach Now we can all do our bit simple everyday office objects demonstrate how businesses can reduce their CO2 emissions. The acorn pack explains the product without a weighty scientific explanation and provides the analogy that big things come from small things (DM, Press, Banners, Bill insert, Welcome Pack) Results: 617 responses – post, phone and online 619 calls to the Energy Efficiency Helpline 409 businesses signed up to Green Tariff / Contract or Climate Balance 1 customer wanting to use the acorn pack himself to send to his customers

10. British Gas

12. When it comes to best practice Examples of Defender Land Rover , VW and Virgin Trains

13. Land Rover Defender Rough and Smooth

14. Defender Rough and Smooth

17. Volkswagen “The Gardener’s Friend”

18. Direct Mail Pack

19. Direct Response Press

20. Events Data Capture

22. Virgin Trains

23. Virgin Trains

26. When Data is used to its best! Example of Boots Advantage card

27. BOOTS Loyalty Card DM

31. When it comes to creativity! Example of Cisco

33. Examples of DMA Gold winners 2007 Examples of Waitrose and Fiat

34. Waitrose Agency Kitcatt Nohr Alexander Shaw Objectives To create an Easter campaign that would inspire cooks and avoid cliches such as fluffy bunnies. Target Waitrose’s target audience knew that it offered good quality lamb, spring vegetables and chocolate. Instead the campaign focused on fish and wine areas the supermarket felt were under used. Solution The mailing went to customers who had previously provided contact details to Waitrose, with segmentation based on how warm they were. The segments ranged from extremely warm, such as Partnership card holders or Waitrose Direct shoppers, to cold, such as contest entrants. Different levels of savings and offers in the cover letter were sent accordingly. The Easter DM pack showed the best way to cook fish and match appropriate wines. It also contained a recipe book. Results Average sales uplift was 1.3 per cent versus a control group of branches not supported by the mail pack, representing incremental sales of £2.5m and marginal profit of £400,000. the uplift was 73 per cent, compared with Easter in a new way. “ It was beautifully executed and embodied the Waitrose brand in every aspect. It had quality copywriting and a proposition with comprehensive results that is well worthy of its gold award ”

36. Examples of Bad DM

37. Examples of Credit Cards/ Mortgages DM

39. Capital One Example of DM sent out to encourage buy a credit card

41. Pizza Hut

42. Example Pizza Hut DM