The IDMF achieves record feedback

Reed Exhibitions is the world's leading events organiser - producing over 500 events within 47 industry sectors, across 38 countries.  The International Direct Marketing Fair has been running for 30 years - the largest attended and longest running exhibition for the direct marketing industry.   The target audience are the strategy makers and decision takers in direct marketing, data, customer management and research. 

The objectives of the highly original and creative marketing campaign was to deliver the leading marketing event - where marketing strategy makers and decision takers gather to share techniques, legislation, products and knowledge - on an international stage. 

Why the campaign?

At a time when the industry was experiencing great derision regarding junk mail, poor targeting, data privacy, and decreasing levels of response, the campaign aimed to demonstrate the latest and most effective techniques and applications, whilst driving expectations.

Elliott Young and Lorien Unique were briefed with the marketing problem and, working with the client, a highly personalised comic strip concept was developed. This solution provided a range of options for highly creative and original use of personalisation.  Once the comic strip concept had been developed, all nine frames were personalised (in addition to the masthead, personalised URL, and gender of the main character).