The Distribution Factor

Or shall I say direct marketing? While Lauderdale House partakes actively distributing its information to a large number of individuals, their activities can actually be considered direct, or that the relationship with the customer is "individual and personal" (Journal of Arts Marketing, 2001). Furthermore, since the website is not yet active, direct mailing is the approach taken. The question to be asked, though, is how well it's done. To answer this, Judith Donovan's (2001) critique can be considered to evaluate the presentation of the direct mailings done by the House.
1) Corporate Branding and Positioning: When an envelope arrives, there might be some excitement from the recipient, but the question arises of who is this from? While the information inside the envelope is great, there is no return address or logo from the House on the envelope. This might seem suspicious (i.e. the U.S. Anthrax scare) or be seen as junk mail. While it may be a little more time consuming, a label or address can be considered to be stamped on the envelop to provide a distinguished image and clear brand recognition.
2) Envelope: Donovan (2001) suggests that the package should be personalized and for this, the organization gets a gold star. Every envelope that goes out always contains the name of the individual it is being sent to, creating an image of personability, making the recipient aware that they are remembered as a person rather than a number in a database.
3) Letter: While a letter is included with a brochure, it does contain an almost "Dear Anonymous" heading. This, however, might be the only way to communicate with an individual since when considering the number of envelopes stuffed and mailed, it would not be feasible for the House to address each letter by name.
4) Brochure: Again, another gold star. The Manager always believes in updated and on time information, therefore mailing those on the list with a seasonal brochure with "what's on" in the upcoming months. With information provided in a physical form, she believes participation is more likely to increase since some still prefer something they can hold rather than searching for it on the web (Ives, 2010).
5) Boosters: Since the organization is on a tight budget and is dependent on events for its source of income (Ives, 2010), it can be difficult to give up something for free. However, they may consider a loyalty card and provide a simple discount for those that attend regularly, providing them with a nice "thank you" in the form of a couple of pounds off an event.
6) Response Mechanism: No document for feedback or comments is currently included in the mailings done by the Lauderdale House. This could, however, be implemented and act as a great benefit for the organization. While a survey has been conducted before, mailing out a survey 1-2 times a year, either randomly or with every envelope, can give the House valid feedback from their target market. Unfortunately, this might involve a pre-paid envelope, increasing the spending of Lauderdale House.

By analyzing a simple and already conducted activity, it becomes apparent that some changes can be made if budget allows it. These suggestions can provide the House with valid tools for their future strategies as well as create a better relationship with its target market and attendees.

Donovan, J., 2001. Planning a Direct Marketing Campaign Using Direct Mail. Journal of Arts Marketing, 2, pp. 7-8.

Ives, K., 2010. Discussion about Distribution. [Discussion] (Personal Communication 8 March 2010).

Maitland, H., 2001. Q&A: Direct Marketing-The Theory. Journal of Arts Marketing, 2, pp. 6-7.