Direct Marketing Acting as One to One Communication
When businesses go controversial at communicating the right message or when they fail to impress some peer groups, direct marketing can be a great help. This is when direct marketing does the heavy job of taking up the responsibility to get the things right with every one and not let the wrong message reach to the ones which are ignorent about the issues happened.
When you get into the business remeber one thing, that your customers can spoil your business, if they get a wrong notion of your acts. It has happend to Avios, when they did an ad for the loyalty point scheme. What the ads are not pointing out is that this is a rebrand of AirMiles, the scheme owned by The Mileage Company. So, in such situations, the direct marketing companies like Enigma Marketing make use of their direct marketing tactics to get the things right.
It’s interesting that The Mileage Company (owned by British Airways) has opted not to treat the “Anything can fly” campaign as a rebrand communication. All the above the line activity simply talks about Avios and not the scheme’s origins in AirMiles. It’s been the job of the DM channel to communicate with the existing AirMiles database and address their concerns. While the above the line work was done to reach out to new customers who don’t need to know the heritage and are not aware of the recent controversy.
So, via channels such as direct mail and email The Mileage Company has tried to address the concerns of its members. However, using DM in the broadest sense for one to one communication on such an important issue to customers was surely the right way to go and shows how valuable the discipline is in tackling such challenging scenarios.
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