Three Creative Reviews!

by Graham Dodd on 08/02/2019

Every now and again, a door drop item arrives through my letterbox which prompts me to write a creative review, probably with a consumer bias, but also as a door drop expert.

Well in the last couple of weeks, three have arrived, so here goes!

Argos – the leaflet arrived on Friday February 1st, for an offer which in the “very” small print, only lasted from January 30th – February 5th, so for me personally, only seeing the leaflet around 5.30pm, meant I had just 4 days to take advantage of the offer, one of which was a Sunday – though they are open on Sundays.

The addresses and opening hours of two relatively new, local pick up points, were printed in white reversed out of a faded orange colour making it hard to read, with location maps where the road names were so small I could barely read them even with my glasses on!

The leaflet carried details of two money off vouchers on both the front and back pages (which was good), presumably their key call to action? So why is the font size of the key offer smaller than the headline “Come and say hello” on the back page? The two inside pages (of an A5 4 page leaflet) have lots of empty and therefore wasted space and no further mention of the money off vouchers.

Conclusions – poor distribution/offer timing, pretty average creative.

Prediction – might not be an overwhelming success.

Rivers Hospital – I’ve lived in Cheshunt for 38 years. When the Rivers Hospital leaflet landed with my mail, it piqued my interest as I had never heard of the hospital before. Where was it?

Thanks to the internet I discovered it’s a private hospital just outside Sawbridgeworth, 25 minutes’ drive away. There was no address or landline telephone number on the leaflet? Perhaps that’s supposed to be a clever way of driving me online, but there is no website address for the hospital itself either!

There is a website link for Ramsey Health Care (the parent company), but your first action there has to be to search for your nearest hospital; surprise, surprise the Rivers Hospital and click the link! There is a freephone number to book complimentary (why not highlight that in bold type?) appointments at the clinics they are running. If I were to look at booking an appointment for hip and knees issues (right up my street!), cosmetic surgery (not necessary!) or back pain, I think I’d like to find out more about the hospital itself first.

Door drop is a tremendously successful medium for increasing website traffic, so why not direct interest to the location the leaflet is promoting via a specific link, that you the client can monitor?

Conclusions – good quality print, targeting appears sound and with the appointments in March, plenty of time to take advantage. Just cannot help but think more contact points for the hospital itself would have been valuable, as not everyone in the target market is necessarily going to bother trawling the internet for information and ultimately being re-directed from one website to another?

Prediction – has every chance of succeeding, but think the customer journey could be made easier.

Wetherspoons – an A4 48 page magazine thudded on to my doormat. If you did not know who Wetherspoons are, the front page gives you absolutely no clues other than the Wetherspoons News headline. The rest of the front page is totally dominated by pictures of a clutch of leading politicians, surrounded by Brexit speech balloons and Brexit commentary.

The UK Winter edition of its “in-house magazine read by 2 million customers”, is presumably usually picked up onsite as I have never received one before, despite living just down the road from a pub. Tim Martin has made his political views on Brexit very clear, but I was truly astonished that 10 pages are solely dedicated to Brexit comment, each page truly packed with copy.

To be fair, the rest of the magazine delivers what you would expect a Good Beer guide, features on pubs and pizza, a pub app etc., but 10 pages about Brexit? I’m really not sure about the dominance of the Brexit content in a pub magazine, but perhaps I’m wrong.

Conclusions – take out the Brexit content and it’s a good magazine promoting the pub chain. But if you disagree with Tim Martin’s political views are you endangering some of your customer base, or will cheap beer win out? Prediction – The offers presumably have a chance of working, but as a non-user it does nothing to draw me in, but accept it may work well for others, but then again –

Prediction – I accept that the offers inside may work well for others but as a non-user it does nothing to draw me in, and if recent reports are anything to go by, I’m not the only one.

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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