Consumer champion, Alice Beer kick starts DMA Consumer PR Campaign

As part of its long term PR initiative to change consumer perceptions of direct marketing, the DMA has launched the first stage of this campaign. Announced through the national media, and supported by consumer champion Alice Beer, phase one of the campaign focuses on the provision of a dedicated consumer website www.mydm.co.uk and the launch of the DMA’s Consumer Charter, available on the consumer website.

The Charter outlines six cornerstone commitments by the Direct Marketing Association which are:

1) Demonstrate the benefits of direct marketing to consumers
2) Listen and react to consumer concerns by raising awareness of our Code of Practice to maintain and improve industry standards
3) Investigate all bad practice by DMA members and take appropriate action
4) Provide additional information on the channels available to consumers to report bad practice
5) Provide consumers with the information they need to protect their rights in relation to direct marketing
6) Protect the environment and improve the industry’s environmental record

James Kelly, Managing Director of the DMA said, “This campaign and its messages have been developed following extensive public consultation. We accept that changing consumer perceptions won’t happen overnight and this is exactly why we haven’t simply focused on the benefits of direct marketing in the first stage of the campaign. However, by building consumer trust in dm and by educating them on the choices they have, we can get across the diversity of the DM channels available and how if targeted correctly they can be beneficial and welcomed by many consumers.”

Alice Beer commented: “The direct marketing industry has a mountain to climb to regain the public’s confidence, but the very fact a sustained campaign on this scale is being launched today is a significant first-step from the industry.” Beer continued, “It is essential for the direct marketing industry to be speaking directly to consumers about the rights and choices they have and making clear its commitment to expose and punish the minority of rogues which are tarnishing the reputation of the entire industry.”

The mydm.co.uk website was designed by Crayon Direct Advertising and also includes an ‘Ask Alice’ section which enables consumers to ask any questions they may have about direct marketing. Central to the website is the DMA Family which comprises of five family members of different ages who all use various forms of direct marketing in their daily lives. Visit http://www.mydm.co.uk/ to find out more.