CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

Do nonsensical media research findings get up your nose? A recent piece of media research showed that ’direct mail avoidance’ rose by 11 per cent this year and ’avoidance of newspaper ads’ rose by 4 per cent. What exactly do you have to do to avoid direct mail? I assume the research means people say they take one look at the envelope and put it straight in the bin.

Do nonsensical media research findings get up your nose? A recent

piece of media research showed that ’direct mail avoidance’ rose by 11

per cent this year and ’avoidance of newspaper ads’ rose by 4 per cent.

What exactly do you have to do to avoid direct mail? I assume the

research means people say they take one look at the envelope and put it

straight in the bin.



But, being a punter, I take a more literal approach. ’Direct mail

avoidance.’ Think about it. Do researchers have secret CCTV cameras in a

sample of homes, demographically weighted to the national population (of

course)?



The camera would have to be positioned strategically in the hall, aimed

at the letterbox. I assume that market researchers spend hours watching

videotapes in a darkened basement, viewing the strange antics of the

British public as they spy a piece of direct mail (’Oh no, it’s coming

to get me’) and jump sideways, swerving across the doormat, to ’avoid’

it.



There are many lucrative business opportunities that spin out from

this.



Private medical insurers could offer insurance against being ’hit’ by

direct mail; an envelope could cause serious damage to your shins, or

even hit you in the groin, and ruin your chances of pulling on a

Saturday night.



Broadcasters could take advantage of this as a new programme genre that

could potentially take over from the real-life documentaries that are

plaguing our TV screens. Nosey neighbour TV at its most interesting.

’Watch Mr Jones at number 27 and his letterbox avoidance tactics. This

week, we also see Maureen from TV’s Driving School avoiding newspaper

ads. Boy, does she turn the pages of the Express at the speed of

light.’



Obviously this is a really serious problem, and people will begin to

find even more creative ways of avoiding advertising. Advertisers ought

to sit up and take notice. So think twice before you take out your next

double-page ’spread’ in Sandwich and Snack News.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).