Are you a door drop virgin?

by Graham Dodd on 02/07/2015

Some weeks ago, the MD of a well known agency, which is actually a client of ours, wrote a really interesting blog about client relationships with suppliers.

In the blog, he bemoaned clients (which for us includes agencies) who scupper working relationships with suppliers, sometimes seemingly at a whim, but commonly because the supplier bears the brunt of the blame for a campaign that “failed”.

When all too often, the blame could perhaps more appropriately be laid at the door of the client and/or agency.

Over my many years, it’s a scenario the door drop industry is all too familiar with sadly – here is one example:

http://www.decisionmarketing.co.uk/uncategorized/nhs-care-data-trials-shun-marketing.

As the link to the news article suggests, its not just about the final mile delivery.

At TLC, our mission always has and always will be to provide any client with the best independent advice and services at our fingertips, based upon individual campaign requirements.

And yes, in over nearly 20 years we have experienced a few quality issues, because door drop is not a perfect science.

But there have also been numerous occasions where the phrase “horse to water” springs to mind.

Our service is to provide you the client with the most appropriate door drop solution, whether that be using any one door drop option in isolation or an appropriate combination.

We will always provide a rationale to set alongside that proposal with associated charges, discuss the options (given the opportunity!) and proceed.

But if the client rejects our recommendations and requests us to implement the activity using their preferred option/s, when it goes wrong whose fault is it?

Its seems increasingly common for clients and agencies to confirm door drop activity based upon perception, personal preferences and/or “alleged” experience.

But when you are a bit of an industry dinosaur like I am, asking a few questions about the brief and the objectives soon reveals just how much experience the person on the other end of the phone really has.

When we receive an enquiry about direct mail (and the client does mean door drop) and the contact does not know what a postal sector is, it’s a pretty certain bet they are a door drop virgin.

That’s fine, it really is.

We are here to help and if it is your first time, we will be gentle and help you through every stage of the experience.

Its not uncommon for the contact’s alleged “experience” to be drawn from their peers or more likely their superiors (because handling door drops seems to have become a menial task to some clients and agencies), but just how recent is that experience?

Just how up to date is your company with the intricacies (and developments) of the door drop industry?

To some extent, the industry and its trade associations should shoulder some of the blame.

Can anyone show me where door drop training conducted by a current industry expert is a primary part of a marketing course, or an association that even runs dedicated training sessions?

All things digital receive plenty of air time on trade associations’ websites, blogs and events, but you won’t find much useful information about door drops.

But clients and agencies do always also have the option of running door drop sessions as part on their in-house training programmes?

We have been delighted at completing any number over the years (though its been a while) and perhaps more should think about doing it?

Unsurprisingly, it’s a practice preached by our agency client mentioned at the outset.

And the agency (and their clients) reap the benefits.

This article was written by...

– who has written 28 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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