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DMA issues wartime ‘common sense’

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New York--The Direct Marketing Association has issued a list of 10 "common sense strategies" to help direct and interactive marketers maintain customer relationships during the unfolding war in Iraq.

The DMA said that in the early days of the war, marketers should "focus on shorter lead time campaigns that enable you to make (and change) decisions on a day-to-day, hour-to-hour basis."

The trade group said marketers need to be especially sensitive in their communications with customers and prospects.

"War will inevitably mean heightened sensitivities on the part of American consumers," the DMA advised. "So if you do choose to market--regardless of the marketing channel--be sure to scrutinize all copy and artwork for possible problem areas. For example, humorous campaigns may not be received in the same way they were even a few days ago. Similarly, carefully weigh marketing materials that employ, in any fashion, patriotic or war-related copy and imagery to avoid possible criticism that you're 'marketing' the war."

The DMA also said companies need to accommodate the needs of the U.S. Postal Service and other shipping services that will be on "high alert" during the conflict.

The DMA's 10 recommendations can be found at: http://www.the-dma.org/cgi/dispnewsstand?article=1026.

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