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Gift experience companies are turning to direct marketing as an increasingly important selling tool to ease the growing pains of a rapidly maturing sector. Emily Cubitt reports on the challenges they face
Swimming with sharks might not be everyone's idea of fun but for companies operating in the burgeoning gift experience market it is proving anything but hazardous.
Whether this success can be attributed to people buying 'something special' for the mother-in-law is not clear, but it is just one example of how gift firms are broadening their appeal.
And they are rapidly learning that they must harness the power of direct marketing to add to their databases and, ultimately, bring in the cash.
Red Letter Days is bolstering its direct activity following the appointment of Joshua to its integrated communications brief (PM May 14), while rivals are increasingly looking to the medium to boost their businesses.
Isabelle Ratinaud, Red Letter Days marketing director, says: "Direct marketing has always been important, but we are now looking to integrate it better with other communications."
Christmas is a key selling period for Red...