Spend wisely, measure accurately

by Graham Dodd on 12/06/2013

One of the stand out elements from the recent Valassis coupon report was:

“One area that has not grown significantly is the use of electronic coupons. Despite the general trend towards the increasing use of internet and mobile communications, only eight per cent of shoppers are using internet coupons more than they were last year and only nine per cent are using mobile coupons more”.

I regularly read about the increasing power of the internet and mobile and the brand growth achievable, but when respected commentators like Valassis speak, you have to listen and wonder.

Any number of LinkedIn Group discussions debate “the death of print”, yet many of those discussions will contain comments that suggest that direct mail in particular is in fact making a comeback – though some would argue it has never been away.

Those discussions will commonly also refer to the mass of email communications which are inflicted upon us all and that as consumers we may be at breaking point.

From personal experience, the website through which I booked a holiday cottage in the West Country last New Year, subsequently bombarded me emails 2 or 3 times a weeks throughout January and February until I eventually unsubscribed.

They provided me with a great service and the next time I’m looking for a cottage I will use them again, but I felt harassed by the regularity of their emails.

So where does door drop fit within this landscape?

I’ve recently had a couple of interesting debates with clients of yesteryear, whose use of door drop within the marketing mix has either declined considerably and in one case, ceased totally in recent years.

Both admitted that the seduction of all things online and digital prompted the switch of significant budget out of their traditional media and into these sciences.

But that now they were at the point of asking is it really working?

Just what value does a Facebook “like” really have?

What drives existing and potential customers to websites?

Door drops do!

Many clients already have a joined up thinking approach to their marketing and recognise the value of an integrated approach, but some do not always go the final mile.

Are you are able to accurately and fully measure the results of your website visitors with customised landing pages and/or promotional codes?

For many clients, a retail sale will be attributed to a postcode unit and then assigned to the door drop option, but if the sale is online but triggered by the door drop, are you able to measure that?

Discussions with clients concerned about the reliability of a drop because of a lack of store footfall, sometimes when questioned, also identify a surge in website visits triggered by the door drop but not immediately recognised as such.

Door drops have for decades been recognised as compatible with broadcast media and savvy clients will make that combination obvious – “as seen on TV” being an example.

Most door drop items do carry a website address, but some amazingly don’t.

So the next time you implement promotional activity think these elements of the process through fully to be able to measure effectively and gain maximum benefit from your marketing spend.

This article was written by...

– who has written 82 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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