Guidance on the work of the Government Information Service - Annex C

Government use of Direct Marketing

This note describes Direct Marketing techniques, gives examples of their use by Government, and identifies tests which must be satisfied before campaigns are undertaken.

Introduction

1. ‘Direct Marketing’ is a term used to cover all those publicity techniques which involve either a direct approach to an individual or seek a response directly from an individual.

2. It includes therefore direct mail, household distribution and telephone sales on the one hand and all advertising which incorporates a response mechanism on the other. For example, coupons in newspapers, or telephone numbers to call.

3. These techniques are being used increasingly by commerce and industry. They are not in themselves new; their increased use is the result of sociological changes which have fragmented markets, and the availability of increasingly sophisticated computer-based techniques for identifying specific audiences.

Use by government of direct marketing

4. Government is making increasing use of direct marketing techniques to communicate with particular audiences. Recent examples of campaigns through COI include:

1. direct mail, press and TV advertising carrying coupons and 0800, 0345 or STD telephone numbers for DH's Health Literature line, DSS campaigns on Work with Benefits and Disability on the Agenda, and the DTI Europe Open for Business campaign;
2. direct mail to business by the Department of Employment on Small Firms Training Loans and by the Department of Health on Mental Health in the Workplace;
3. advertising carrying coupons and an 0800 number for Army, Navy, Air Force and Special Constables recruitment;
4. leaflet displays in Post Offices for DSS and DH on Care in the Community; and
5. direct mail to intermediaries and advisers such as local authorities, GPs and Citizen's Advice Bureaux on a number of campaigns, for example Drugs and Solvent Abuse for DH and Family Credit for DSS.

5. The AIDS campaign was an example of the extensive use of direct techniques co-ordinated with heavy TV and press advertising. A free telephone number was included in adverts, a booklet was mailed to 600,000 businesses, a leaflet was delivered to every household in the UK and bulk copies mailed to Universities and similar institutions. Leaflets supported by a poster were also made available in Crown Post Offices and other information outlets.

6. Departments which make regular mailings, for example vehicle licence renewals, use the opportunity to convey other relevant messages.

Discussion

7. Direct marketing techniques are a valuable part of the range of publicity media available to Government, often offering cost-effective and measurable solutions to many publicity problems.

8. However, some of the techniques are seen as intrusive and some commercial users have sent out material to inappropriate recipients. This has led to unsolicited material being branded as "junk mail' and has built up resistance among some recipients.

9. Against this background, Departments must take care if they are to obtain the benefits while avoiding criticism.

10. As a publicity medium 'Direct marketing' is, of course covered by the general guidance on Government publicity. As that guidance makes clear, it is unlikely that unsolicited distribution of material about policies that require but have not obtained Parliamentary approval will be considered proper.

11. In other cases, direct marketing may be appropriate, but before embarking on it Departments must satisfy themselves that its use can be justified according to the following tests:

• Is direct marketing appropriate for the campaign and is its use in accordance with general guidance on propriety and value for money?
• Will the direct distribution of material be considered over-intrusive by recipients?
• Are suitable address lists available and if so are they reliable and accurate and is their proposed use within the guidelines set by the Data Protection Registrar?
• iv. Are other Departments planning to approach the same audience over the period of the campaign?

12. COI has experience of these techniques and can provide advice and assistance on all aspects of the advantages and problems of the medium.

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