Objective
Equifax wanted to target prime users and suppliers o
f data, where data was the most important factor in the success of the business. The Direct Marketing Association (DMA) was approached as having a highly niche audience of senior marketing professionals. Further research showed that 69% of DMA members quoted data as core to their business (see below).
Importance of data within DMA membership
0 = Not important 10= Data is the most important part of my business
Sponsorship Programmes Initiated
- Data events/conferences
- Youth marketing initiatives including Young Spark and Young Direct Marketing Awards
- Online display throughout DMA website
- Industry leading research
- DMA Awards
- BSi Standard DataSeal
Results
- Overall brand awareness amongst DMA members increased 29% in 2 years
- 72% of DMA members are now aware of Equifax
- DMA members who have never heard of Equifax decreased by 19% in 2 years
“Our Overall DMA Sponsorship had impressive results. It was crucial that we saw a genuine return on our investment in this activity and a 29% increase in brand awareness certainly met that objective. By aligning ourselves with the DMA we also put Equifax in a credible ‘thought leadership’ position on the key issue of marketing data which, undoubtedly, will reap rewards for us going forward.”
– Chris Sherlock, Head of Equifax Marketing Service, Equifax