A new survey reveals that businesses believe their operations would be improved if they received an award for their direct marketing.

The poll, conducted by the Direct Marketing Association (DMA), found that more than three-quarters (77 per cent) of firms said they value winning accolades for their marketing promotions.

More than 95 per cent of respondents believe winning an award is a significant professional achievement, with a number of those questioned saying it could lead to them acquiring new business.

Around 88 per cent of those questioned said that they would be disappointed if their agencies did not put them forward for an award.

Mike Colling, chair of the DMA Awards committee, said awards are “an affirmation that [clients] are employing the services of an agency whose talent and expertise is recognised and celebrated by their peers”.

He added that by not entering awards, agencies run the risk of sending a message to their clients that they do not truly believe in their own work.

Previous research by the DMA has found that businesses lose new sales opportunities due to poor response management.
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