Media Potpourri (989 words)
If an offer works in the States, it will likely do well in the United Kingdom. However, the media used to convey your message may vary across the Atlantic. While the supply of U.K. lists continue to grow along with demand, a grab bag of media also helps direct marketers acquire U.K. consumers.
Britons enjoy 20 national newspapers and countless regional and city dailies. These papers are full of ads, 86 percent of which carry a direct response mechanism, whether it be a coupon or a telephone number. Newspapers also contain a variety of free-standing inserts (FSIs)—either single stand-alone sheets or standard acquisition catalogs. Print media has a tremendous reach. In the U.K., 64 percent of the population reads at least one national Sunday paper.
Another medium that has seen growth is direct response television (DRTV). While only three channels accept advertising, DRTV will grow as cable, satellite and digital television increase penetration and bring down the cost of airtime.
Here's a look at three U.S. direct marketers who—with the help of The UKAMS Group, a full-service U.K. direct marketing agency—altered their media plans to adapt to the U.K. market.
Telebrands started promoting its unique range of "As Seen on TV" products in the U.K. in 1990. But as is common with many overseas companies moving into the U.K., its marketing strategy had to be adapted to work within a different media environment.
In the U.S., Telebrands built its business using direct response television to sell its products. Print advertising and direct mail were considered to be of secondary importance. However, when Telebrands first came to the U.K. very few mail-order advertisers used DRTV; there were only two commercial stations, and airtime prices were high.
By contrast, Telebrands found a very diverse and competitive national newspaper market, where remnant space could be purchased at substantial discounts. With the help of UKAMS, it created national newspaper ads to sell its most successful TV products off-the-page. Fulfillment was handled locally through UKAMS' sister company US Eurolink, with data capture and management by Eurolink Data Management.