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Door drops and targeting door drops

A door drop is an unaddressed item hand-delivered to particular postcode areas. It allows for a more cost-effective targeting of a broad area because the distribution costs are generally lower than posting.

A door drop message quite literally gets straight into the hands of your target audience as people physically have to pick up your leaflet.

Door drop direct marketing provides a number of benefits especially in delivering coupons, vouchers and free samples.

71% of consumers claim samples, coupons and offers are useful and 48% of consumers visited a shop, sent for information, bought a product having received a door drop. (Source: Synergism)

Feelings about doordrops are generally positive - delivered to the home, easier to read & keep, read in more active shopping mode, not lost amongst too many supplements and more impactful than page advertising. (Source: Synergism)

When it comes to integration of door drops and your website, it has been shown that:

• door drops are effective at driving people to your website. So don’t neglect web response mechanisms when you’re leafleting, even if you already have a successful phone hotline
  

• create a dedicated page on your website, and use its URL exclusively on your leaflet. You’ll then know that every visitor to that page has been prompted by the door drop
  

• door drops are very flexible in allowing you to use alternative leaflet versions in different locations. Using separate URLs on each leaflet will enable you to build a picture of which regions prompt the most interest
  

• you’ll get a new class of people amongst the web-respondents: casual browsers. They’re not ready to buy so won’t ring a sales hotline – but good e-commerce sites succeed by converting this casual interest into a sale
  

Door drops are now easily targeted using geodemographic planning tools such as MOSAIC to target into precise postcodes. With door drops there is always the question of which distributor to use and post campaign audit/research as well.

Door drops are, clearly less personal than direct mail but the lower cost per thousand together with the response/conversion rates and what is being delivered to and requested of the audience all have to be taken into account when making a decision.

Door drops are useful for helping to build and refine your database. By including a response mechanism such as a money off voucher or free offer, you encourage replies and are then able to capture names and addresses of interested parties.

News share door drops

A news share door drop is a piece of marketing placed within the pages of a newspaper or magazine. This could be anything from a simple leaflet with an offer, through to a catalogue or company brochure.

Inserts are designed to generate awareness and trial by introducing your product or service to an audience which is defined by what they read. This allows for tight targeting, which can be further refined by specifying a particular section of the publication that you wish to be in (e.g. the property section for an estate agent), or limiting your inserts to copies sold in certain regions.

News share door drops are cost effective and are generally cheaper than solus door drops. Do bear in mind however, that your direct mail may be one of many and that there are some weight restrictions on what you can insert.

Solus distribution

Solus distribution means that a single item is delivered at one time. This is useful for those with very specific targeting requirements. One of the major benefits and uses of this delivery mechanism is that solus deliveries can cover areas that are not covered by free newspapers i.e. Rural villages.

We will help you to understand whether the medium is right for you and if so to plan and execute your campaign.

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