There is no database (yet) of consumers groups in Romania – income, age, preferences, habits, etc.

And what if it existed? A couple of months after the crisis started, last year’s segmentation wouldn’t be accurate at all. It’s obvious that the purchasing power has been seriously deteriorating. And that is why, admitting that there would have been an agreement from those consumers – well positioned in the segment we’re interested in – today it wouldn’t make sense to send them our offer. What is left to do? Is Direct Mail dead?

To those who are inclined to agree we point out that especially in this period there are numerous database rental requests and all coming from those troubled markets: automotive, real estate and banking. It is difficult to understand if this is a secret strategy or just a desperate act. What matters most is that marketers, being in a tight spot, still see direct communication as the best way to go.

And if this is what we want, then we should keep in mind that there’s always responsive advertising out there.

After Drayton Bird’s and Andy Owen’s visits to Romania, at least in theory, we should know how Direct Marketing Copywriting is done (and if we don’t, there’s no one stopping us from going straight to these gurus…). After that first responsive advertising campaign we also get, alongside that much craved for database, another great advantage: direct and personal contact with the consumers.

Another advantage: using the database, there won’t be any mailing necessary for target prospecting or qualifying. The letter will contain the commercial offer!

So, if Direct Mail is dead, then long live Direct Mail!