Door drops – the unsung hero

by Lucy Stafford on 16/01/2014

Medialand tends to currently focus on the importance of digital in the media mix, and don’t get me wrong, it is important, but not to the detriment of more traditional offline channels – door drops being one of them.

I am a big believer in taking a holistic approach when it comes to marketing/ advertising, as individuals consume and respond to media in different ways and therefore testing and measurement is key.

When it comes to response rates, door drops outperform press, radio, OOH and digital display to name but a few.

Linear measurement by media channel is now obsolete as it does not give a true reflection on how media performs.

The consumer journey has become much more complicated as we now have a plethora of both media and response mechanisms that the consumer can interact with and it is unravelling this journey that is key to understanding how media works.

As DMA research has proved, don’t dismiss the power of door drops driving online.

Door drops offer a variety of opportunities to advertisers in terms of national and very targeted local coverage.

You cannot avoid a door drop, you will pick it up and you will look at it before deciding what you do next and therefore it plays an important role for brand, brand response and response campaigns alike.

For a national campaign, door drops are guaranteed to physically reach almost every household – can any other media guarantee that?

On the flip side door drops can also argue the case for targeting.

SOLOMO is a great example of where door drops can and should (based on target audience), play an active role, complimenting, harmonising and reinforcing on and offline campaigns.

We recently were asked to provide both a creative and media solution for an animal charity looking to drive legacy donors in 3 specific areas of the UK whilst avoiding existing donors.

We used a combination of door drops and direct mail to achieve this, specifically using the door drops to target areas with a low propensity of existing donors but a high propensity of people likely to donate.

The campaign more than paid for itself in less than a month.

Lucy Stafford, Executive Director, Jacob Bailey

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– who has written 1 posts on Letterbox Consultancy for Door Drop Marketing.

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