Flyers 'more effective' among consumers

The effectiveness of direct marketing materials such as flyers and printed booklets has increased over the past 12 months, new figures have revealed.

Statistics from the British Marketing Survey showed in the three months to August 2010, almost a quarter (22.4 per cent) of those aged over 15 responded to any form of marketing, up from 19.2 per cent in the same period last year.

The increase is the equivalent of 1.5 million people and companies using leaflet printing services are likely to have seen a rise in respondents, as this form of marketing still elicits the most responses from consumers.

Commenting on the results, marketing director of the British Population Survey Steve Abbott was quoted by Marketing Week as saying: "More people are responding to marketing, so the signs are encouraging."

Last month, Howie Fenton of NAPL noted direct marketing remains popular, in spite of the rise in the use of the internet and social media to sell products and services.

Posted by Tim Fulford