Door Drop Targeting With MOSAIC

by Team on 05/08/2013

So far in 2013, TLC can claim new SMART-Drop clients from the charity, retail, f.m.c.g., leisure and public sector business areas, whose distribution activity all has one key aspect in common – demographic targeting using MOSAIC data.

Generally, we help guide new and existing door drop users through the planning maze, advising them on the tools available to accurately create a primary target market profile rather than making the common mistake of guessing at or aspiring to a certain profile.

It’s also good practice once you have completed your marketing activity to re-visit that initial MOSAIC selection, by re-profiling respondent address data and comparing the results to your original selections.

It’s not uncommon to then tweak the selections before embarking on the planning process for subsequent activity and in reality it’s a process which should be ongoing.

Regional Door Drop Profiles

Dependent upon the nature of your business and the objectives of any single marketing campaign you embark upon, it’s also be sensible to consider regional profiles.

If you have retail outlets in Bournemouth, Kingston-upon-Thames, Wigan and Dundee are your existing customer profiles really likely to be the same or that similar for each location?

It’s a fact that if your targeting profile is wrong your door drop activity will fail, or will at least fail to deliver the level of response, redemption or footfall you perhaps anticipated or hoped for.

Initial test data can always be supplied on a speculative basis to fully understand the part that SMART-Drop could play, be it a whole or partial element of the door drop solution.

Normally, media plans will also include using the strengths of the Royal Mail door to door service (for which The Letterbox Consultancy is a licensed reseller) where full postal sector distribution is appropriate, and then creating a jigsaw using both Royal Mail door drops and SMART-Drop to complete the planning process.

As clients seek to maximise efficiency and reduce wastage, SMART-Drop is certainly playing a part in a growing number of the door drop campaigns that we plan for our clients.

So, before you commit to your next door drop campaign, get in touch with us through the contact page and let’s have a chat about how we can try to help improve the performance of your door drop activity through effective targeting.

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