The secret to the success of door drops comes from being extremely targetable – zeroing in on geographic and demographic targets with low wastage (ask us about the latest targeting advances in the industry that allow you to recognise and identify your customers) and the way it puts a tangible message into your target’s hands.
Because tactile media demands an action, door drops work brilliantly solus, or as the perfect partner to capitalise on the awareness created by TV and radio advertising.
So looking for a cost-effective way to reach new customers? Door drops are not just affordable – they are versatile, highly targeted and effective. For local firms, in particular, door drops can bring in valuable new business, as Helen Peach of the Royal Mail explains
The door drop was once regarded as a somewhat blunt tool and the poor relation in the marketing mix. Now, sophisticated targeting, better creatives and more responsive customers have all helped improve the impact of door drops, especially for local businesses looking to raise their profile. And, as consumers increasingly delete “junk” email, the door-drop mailing is actually proving to have greater stand out.
Every part of your marketing strategy needs to work hard for you, generating awareness and communicating the benefits of your product or service. But it is the door drop where you can literally hit home.
With today’s profiling tools you can identify local audience clusters and deliver messages to a few, specially selected streets. Door drops can be effective when talking to a wider audience too. Whether you’re a retailer announcing store openings and offers, or a council delivering information to citizens, door drops will help you reach the right people at the right time.
You can choose from a variety of formats including leaflets, postcards, magazines or catalogues. Door drops are also perfect for sending out free samples and vouchers to encourage purchase or for targeting local communities.
Because door drops work so well at a local level they can also play a vital role in generating word of mouth marketing. This can be important for new product launches where brand awareness is low.
As well as being a cost-effective way of reaching a large audience, door drops work well for strong, simple messages that your audience can ‘glance and get’, making them an ideal medium for offers, openings and announcements. Creatively, they can appeal to all the senses, and people can keep door drops for as long as they want to buy from you – so with the right targeting, you can continue to pull in new customers long after you’ve delivered your campaign.