IDM Stakes Out Its Turf
Released 26 October 2004: The Institute of Direct Marketing today announced a new positioning as part of a longer-term strategy to clarify its ‘turf’ within the marketing community. Signified by a new logo, the new positioning establishes the IDM as the professional development body for direct, data and digital marketing practitioners.
This change is necessitated by the continual blurring of the lines of distinction between marketing disciplines. Additionally the long-established IDM is taking the opportunity to reaffirm its status amongst — and distinction from — the thirty plus trade bodies and professional institutes that purport to represent the different commercial and professional interests of the marketing sector.
The resulting confusion heightens the need for a succinct expression of the IDM’s distinct position and its core competencies.
Approved by the Trust and Councils, the IDM has developed a new positioning statement, which is as follows:
Target Market: | marketers (individuals and companies) who wish to improve their direct, data and digital marketing effectiveness… |
Who we are: | the IDM is… |
Competitive Framework: | the professional development body… |
What we deliver: | that delivers world-class knowledge and skills leading to enhanced business performance. |
Commenting on this, Simon Hall, Chairman of the IDM, said ‘This is a far better and simpler way to express the breadth of the IDM and means marketers know where to go for professional development and training in these areas’.
The IDM’s field of expertise embraces direct, data and digital marketing. It moves the IDM away from solely the direct marketing tag, often misunderstood by the new generation of marketers.
The manifestation of this positioning will be seen shortly through the IDM’s literature, its products/services and a series of new major initiatives.
Notes to Editors
For more information contact Ruth Stone on 020 8614 0216 (direct line), 07788 417 109 (mobile) or e-mail ruth@orchidpr.co.uk.
