What’s in a brief?

by Graham Dodd on 19/11/2012

At TLC, we guide clients through the door drop maze and help create successful campaigns that deliver measurable returns on marketing investment.

We welcome any opportunity of working with new clients and prospects, whatever the level of their door drop knowledge.

We are widely recognised as innovative, presenting media plans which demonstrate our lateral thinking.

And we always start with the client’s brief – however “limited” that may be.

Just recently, we undertook some of our own promotional activity to a specific target market and two of the responses we received demonstrated just how wide the gap can be in the client brief.

One now client, replied by saying he wanted to test door drops but had never undertaken such activity before and could we help him.

Certainly sir!

Through several conversations we discussed all aspects of his requirement.

Just three weeks from that initial contact we had; profiled his existing customer database, mapped their geographic locations, agreed a distance model to drive customers into the stores, created postal sector ranking reports identifying where the target market existed in their greatest quantities, determined postal sector availability through Royal Mail door to door (just part of the proposal), submitted a bespoke recommendation of how to proceed on the activity along with associated costs and finally gained approval from the client to book the activity.

Throughout the process we spoke to the client at regular intervals, answered his queries, explained some of the processes in great detail and made sure he was comfortable with our plans.

Now we wait and see what happens in January!

In contrast, we received one other reply in an email which simply said “how much do you charge”?

Emails and telephone calls asking for just a little more detail about the campaign details and objectives (!) went unanswered, so we sent an opening email providing a range of costs with a number of caveats based on the unknown.

No reply.

We have not bothered to chase them since.

Two totally different responses, with unsurprisingly, two utterly different outcomes.

So if you are starting out on the door drop trail and would like speculative advice, please feel free to contact us at any time and we will willingly help you.

But we will ask you questions about your door drop geography (postcode areas, towns, counties, drive times, distance models etc.), your demographic target market, the size, pagination and weight of your door drop item, when you are looking for the activity to take place, any planned volume and finally your budget.

From the outset we will start to help you answer each of those elements and both help and guide you as necessary.

Our goal will be to generate and implement a door drop plan which will work for you and provide ROI.

Yes budget will be important, but its not all about price.

We are really nice people to deal with, so why not give us a try, irrespective of whether you are a prospective first time user or currently have a preferred supplier but would welcome a second, alternative opinion.

You may be surprised where our lateral thinking might take you!

This article was written by...

– who has written 83 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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