People are bombarded by advertising everywhere they look, from billboards, posters, television, e-mails, online ads and lots more. We live in an advertising bubble!.
However with a tangible door drop people have the choice of throwing it or keeping it, and you want them to do the latter - remember when you stop your advertising, your customers don't see you.
How do Doordrops work?
In an age of Facebook, Google Ads, and all things digital, it can be easy to overlook traditional marketing techniques that have proven effective since before the introduction of smartphones.
Whether you are a local authority, charitable organisation or consumer-focused business, a door drop can be an extremely effective and impactful method of reaching and communicating with your target audience – which is why some 80% of the UK’s top advertisers use this medium.
The flexibility of door drop marketing allows for activity to be targeted as accurately as a single street, or as broadly as every UK address.
Tactical uses of a doordrop include:
- Advertise products and services
- Generate product trials
- Drive retail or web traffic
- Highlight seasonal sales and promotions
- Build brand awareness
How are Doordrops used?
Doordrops offer an opportunity to deliver a direct message and call to action, these can be effective as part of an integrated marketing strategy. Doordrops can also be utilised as a follow-up mechanism to reinforce your message to achieve high levels of consumer recall and response.
Unlike online media, marketing material delivered via door drops benefit from delivery directly into the home.
- Door drops put you directly in control or your target audience
- You are in charge of circulation quantities
- Doordrops land directly onto the householders doormat
The Direct Marketing Association (DMA) has carried out extensive research in an attempt to give you a good idea of what to expect from your flyer distribution campaign:
"A key finding is that 89% of consumers remember receiving a door drop mailing -
more than any other marketing channel. And it has a powerful place in people's lives,
with 45% keeping leaflets on a pinboard or in the kitchen drawer".
A door drop can be anything from a simple leaflet to a luxury pack – it all depends on your budget, goals and imagination.
Conclusion
Door drop campaigns make an immediate impression, generate rapid and measurable response and build positive brand perception over the long term.
They can achieve cost effective market coverage without duplication of recipient and permit activity to be focused specifically on households who fit the demographic profile of your target audience.
Distributing leaflets gives you complete control over exactly who you wish to target. You can convey information about your product or service to your audience directly through their letterbox.
Contact us - If you would like to work with BKT on your next door drop, our client services team are here to help with your enquiry.
Next Blog - Does Direct Mail have a place in a Digital World
