Firms to use leaflet printing 'to build customer relationships' over Christmas?

Brands can use direct mail - such as leaflets - to make the most of the festive period, it has been suggested.

Leaflet printing and other direct marketing methods are a means of increasing revenue over the Christmas period, an expert has suggested.

Mark Thompson, media director of Royal Mail, stated in an article for Marketing Week it is not surprising companies' festive advertising campaigns get bigger and better every year, as some retailers take 20 to 60 per cent of their annual turnover in December.

"Creating a brand of Christmas shopping that focuses heavily on overall experience can help to encourage online shoppers back to the high street, or increase brand interaction in the online world," he remarked.

Mr Thompson implied direct mail can be used to cross-sell across multiple channels as it takes the brand into a consumer's home.

He added firms should focus on building customer relationships that are for life, not just for Christmas.

The specialist's comments follow remarks recently made my Ivan Browne of GfK NOP in the publication, who advised marketers to make the most of December.