What do the JICMail Q4 results really mean to advertisers?
In the past week or so, LinkedIn has been awash with JICMail orientated posts, some historical and a few relating to the new Q4 data now available.
But I question what real value there is in posting individual slides, with commentary which simply highlights the content of each slide and offers no additional guidance or industry wisdom for readers to really derive benefit?
So, over the next few weeks, TLC plan to post articles focusing on the JICMail Q4 results, but with more meat on the bones.
Since the pandemic started and JICMail began releasing its nationwide panel based results, door drop as a medium has been proven to be an intrusive, engaging and responsive advertising medium, which lingers inside households.
Those of us in the industry with decades of door drop experience will have preached that gospel far and wide to now savvy clients, fuelled by historic data from research agencies such as Stepcheck and The Front Door. But JICMail takes that to another level.
It’s proven that the enforced stay at home nature of the audience has generated results probably never experienced in years gone by and has firmly placed door drop on more advertisers’ radars.
I’ve never believed people who claim to dispose of leaflets without looking at them. I’d accept people may glance through whatever has been letterboxed and then dispose of the leaflets if they are of no interest, but are they the people who then miss refuse bin collection date changes, promotional offer closing dates or coupon expiry limits?
So when I recently saw a LinkedIn post where the author claimed to recycle all the leaflets found on their doormat without looking at them, it was intriguing to hear lockdown had changed her habits. She admitted that the flap of the letterbox makes her get up from her seat at the dining table where she works, to see what has arrived each day.
Furthermore, she claimed she had more time over a cup of tea, actually perused the items AND has been incentivised to purchase.
Critically those actions will have triggered an online application given she named one door drop user and this now convert to door drops will not be dissimilar to many, many others as JICMail proves.
I believed the company she worked for would do well to test door drops if they are not existing users and I wonder whether her personal change of direction will influence her professional marketing strategy; I wasn’t brave enough to ask!
Does this anecdote ring a bell with your own working from home experience and could your company or organisation of any type benefit from testing door drops?
If you are seeking any door drop guidance and advice we would be delighted to help.
Do you need real data to include door drop in your marketing strategy? Effectiveness, frequency of interaction, lifespan inside the home, driving website traffic are amongst the key topics we will cover in the weeks to come.
But if you would welcome access to such data now, feel free to contact us – email@example.com – 01992 637333 – and we will be delighted to share the new wisdom available.
And of course, allied to our acknowledged door drop planning and buying services, we would happily prepare a door drop proposal for you.
Graham Dodd, Managing Director