A new 'instant response' direct marketing software system designed to allow manufacturers to contact dealers and dealers to contact customers from their database is to be launched next month.

The technology, called Flash-Back, distributes information via e-mail, fax, text messages or pre-recorded voice messages. Different message formats can be sent out at the same time in a process taking just minutes to set up.

It also allows the recipient to respond instantly to the message using an in-built reply mechanism.

Flash-Back is being brought to market by Leicester-based Voice Connect. Managing director Stefan Olsberg said: "The main benefit to dealers is the speed at which information can be disseminated. For example, news of a rival car manufacturers price cuts, product recalls, news advertising campaigns or news stories can be sent out to all dealers within seconds.

Flash-Back looks like a standard PC. The user types the text and then presses send, with the system automatically converting it into the recipient's prefered method of message, which is logged in the user's database.