Direct mail gets boost from Euro ad campaign

A massive European promotion campaign highlights the advantages of print as a trusted DM channel.

According to Print Power organisers, research proves that advertising in print is twice as effective as on television for retailers. In the UK, direct mail expenditure has increased by 140 per cent in the past eight years. Print Power claims ROI can be up to 40 per cent, while customer engagement time levels average over 10 minutes.

The campaign is part of a fight back from print-based suppliers to combat the increasing focus on digital media among the marketing community. Highlighting some benefits it claims that by adding print to TV and online media, marketers can double awareness and increase buyer’s purchasing intentions by over 50 per cent. It quotes Royal Mail research that says that on average every $1 spent on direct mail generates $14 in returns. Printed catalogues are claimed to engage customers for up to 25 minutes per session.

In Australia, a similar print promotion is being launched called the Power of Print. The campaign will be showcased at PrintEx11, next week. Mitch Mulligan, (pictured) PrintEx11 chairman says that there will be plenty on show that will interest designers, marketers and advertisers and help them “reconnect with the powerful and creative medium of print.”

A Think Pop Art original poster design competition will feature at PrintEx11 and across social media channels. The winners will receive free printing of the poster, $500 and the work will be exhibited at the site gallery.