A door drop targeting twist for your consideration

by Graham Dodd on 19/07/2017

Over the years we have written many blogs about the importance of targeting door drops based upon hard facts, rather than personal perceptions or preferences.

For us, it’s almost a weekly battle to politely point out, generally to a prospective client or a new contact within a company or agency, guesswork is a dangerous option.

Some listen, some don’t.

And sometimes, for those that listen, there are some particularly interesting learnings from allowing us to interrogate their existing customer address database and/or door drop response.

Our mapping software allows us to plot customer postcode locations and/or door drop response and that commonly sparks an interesting debate.

Why would a wildlife park on the south coast, with a 90 minute drive time catchment area, generate response from countless areas beyond that catchment, as far north as Scotland?

Recently, as we embarked upon the planning of a dance school’s franchisee summer activity, we were reminded that databases don’t always tell “the truth”.

The school’s primary target market is unsurprisingly children predominantly in the 5-15 age range.

The first franchise existing customer database we profiled, revealed amongst the top performing MOSAIC types were Fledgling Free, Legacy Elders, Classic Grandparents and Solo Retirees; not perhaps the predicted top MOSAIC types?

We are still pondering that outcome with our client, but I suspect, like the wildlife park, there is a pretty straightforward answer.

Grandparents are purchasing wildlife season tickets to the wildlife park or covering dance school registration costs, as birthday or Christmas presents; or simply because they want and/or can afford to.

Some years ago, when working with a luxury bathroom installation company specialising in brands for an older, affluent generation, i.e. walk in baths, our database profiling produced the same result, but in reverse.

Sales were often generated from MOSAIC types far removed from the primary target market, but deeper digging revealed the installation of the product was at a totally different postcode.

This revealed adult children in South London completing the transaction, on behalf of elderly parents living in Dorset, but looking to avoid dealing face to face with a salesman.

So in all three examples, the transaction is completed from one postal address, but the user resides at another address and arguably it is the user that our clients would welcome further contact with and access to?

Interestingly the clients have different views of how to respond to such results and what data should drive future activity.

But it’s an interesting discussion and perhaps something for other clients to bear in mind when providing data for profiling?

This article was written by...

– who has written 34 posts on Letterbox Consultancy for Door Drop Marketing.

Graham Dodd is the founder of The Letterbox Consultancy – he has over 40 years of experience in the door drop industry and remains at the forefront of innovation in the business.

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