how creative content & copy will impact on door drop success
Once your door drop leaflet has been picked up off of the doormat, how can you create instant cut through when your item is most probably found alongside others?
Many years ago at a distribution research review with P & O Ferries, we discussed creative content and stand out on the doormat, quickly settling on destination and price as their key hooks for the Hull – Zeebrugge ferry service, which had end destinations such as Amsterdam.
A bright, multi coloured front, with a windmill, daffodils and a price bubble of £69.00 ticked all the right boxes.
A back page dominated by a large chart showing National Express bus routes across the UK to Hull, far less so.
Remember, the industry cannot guarantee which way up your door drop item will land!
The recent P & O Cruises brochure was much grander. The front page offered an opening price point below a relaxing cruiser looking out to sea, with the remaining pages devoted to food, drink and entertainment options, with pricier packages to consider. All in all, a nice brochure though and the print quality was obvious.
Die cuts have always been and remain an intrusive option, but whilst historically classified as an expensive production exercise, possibly not so any more.
One of my recent favourites was actually a local estate agent, whose image of five sleeping golden cocker spaniel puppies in a suitcase I thought was clever. But, could they have made more on their complimentary 3D virtual tour on all new instructions offer? Overall their message of call, email or visit whenever it suits you, was soft and inviting.
Our client Deliveroo also produce some engaging die cuts, my favourite being the Leeds version. A scrumptious image of a meal, flick the cover over and there is a code for free delivery on your next Wagamama order. Yes please!
Many clients choose or have to deliver their messages in C5 envelopes, so what encourages somebody to actually open them?
Boris achieved spectacular success with his Covid delivery in Spring 2020 headlined “vital update” and JICMail proved the open rates were truly staggering.
The Postcode Lottery have mastered the use of postcode district “qualification” for their offers, where just EN8 works well. That’s unlike an historical British Gas leaflet for EN8 which said because I live in Enfield I qualified. But I don’t live in Enfield, I live in Broxbourne.
The EN postcode covers 148,000 households, but only 54K have an Enfield suffix? The rest of EN is spread across Barnet, Potters Bar and Broxbourne. Taking such guidance from your door drop supplier, can help “personalise” your door drop activity in similar styles.
Last year our client East Sussex Council distributed a recycling envelope, which included a guide and a bin sticker, with a printed message on the outer thanking residents for recycling, “it really does make a difference”. Our annual work with other public sector clients follows a similar pattern.
Many other clients tend to use standard A5/A4 formats and there is nothing wrong with that. But it’s important to have an obvious trigger on the front and back pages to ensure consumers engage with your brand before they look at anything else.
50% off Winter sale/30% off garden furniture should provoke interest, write your will for FREE, save £100.00 off a funeral plan etc., fmcg coupon discounts off RRP, free hearing/eyesight test etc., there are countless examples. Always use trigger words or phrases.
Sometimes though, I think people just get it wrong.
My leaflet collection also contains leaflets I always feel could have been made to work harder and quite possibly increase response levels.
I have a A5 6page leaflet where the front and back page is exactly the same. It asks the consumer to spot the difference in an image, but believe me the two options look the same.
That’s sort of the point because technically they are not. When you open up the A5 leaflet, you immediately see the address side of a reply paid, perforated flap.
Unfortunately, hidden from view by the flap are TWO mentions of a free 3 month trial. And you can only start the trial by calling their office telephone number or filling in the enquiry card. No website or email address?
I can only assume the leaflet works well for them as they are long term users of door drop, but I do ask myself the question why not offer the 3 month trial on the leaflet outer to generate engagement and provide more contact options, driving traffic to your website by providing the address?
So think about testing creative and copy in your next campaign.
Your supplier should be able to provide guidance and support in implementing simple tests within your door drop plan and they can complete the booking process in accordance with your requirements.
You never know what you might learn!
Graham Dodd, Managing Director