Would John Stewart Recognise Aspiring Alison? — Gus Chalmers, WWAV Rapp Collins, and Calum Bennie, Scottish Friendly Assurance
A case study in direct marketing, focusing on Scottish Friendly Assurance. An overview of the campaign that won silver at the IDM Business Performance Award in 2001 demonstrates how new customers have been found for new products through new channels since the friendly society adopted direct marketing in 1993—and subsequently grew its business by more than 700% in the following eight years.
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