The Renaissance of the Door drop
- Nov 30, 2018
- By Karen
- In Uncategorized
- Comments Off on The Renaissance of the Door drop
[A LETTER FROM ME TO AN OLD FRIEND]
Hello ‘Door drop’ my old friend.
I want to apologise to you. In recent years a new glitzy, more popular friend came into my life called Digital. I have to admit I forgot about you and got rather wrapped up in the excitement. However since GDPR came onto the scene, my relationship with Digital has become more tricky and it’s made me remember just what a great friend you were to me. I feel a bit foolish for neglecting you for so long.
How did we all end up riding the wave of digital SO completely – and forgetting some of our old trusted DM friends – like the door drop!
This fact smacked me in the face after hearing the news that our recent door drop campaign for Cushelle Quilted, had been shortlisted for a DMA Award – CLICK TO READ the case study.
And deservedly so. This highly targeted campaign had smashed all targets, achieving a 73% rise in sales. The doordrop’s call to action had been money-off coupons – and these had redeemed at double the rate anyone had expected. These fantastic results took me a little bit by surprise.
Had I just forgotten how much punch a door drop can have?!
And it begs the question, have we ALL forgotten just how great our old friend the door drop is?
In fact in many ways, in this new GDRP world of ours, the door drop holds even more strengths than ever…
1. GDPR complaint by design
Door drops don’t require or contain personal data, so they are completely GDPR complaint, allowing you to reach new customers in this GDPR world!
2. Life within the home
Door drops give you a direct route into consumers homes. I mean actually there, sat on the window sill in people’s kitchens (everyone keeps them there right?) and stays in the home for on average, 38 days. Sat there like a little reminder as the home-owners potter around their kitchen. Not like email Inboxes and Facebook pages where you have a few minutes before you’ve fallen off the bottom of the page.
3. A wide range of targeting options
Targeting has come on leaps and bounds from the basic selections of old. Data-sets and the latest geo-demographic targeting capability can really refine your targeting strategy.
4. Impact on the doormat
Whilst we tend to assume a door drop would be rectangle in shape, for additional impact there are so many options with die-cutting and paper stocks. Our Cushelle door drop achieved massive standout by being cut in the shape of the iconic Cushelle Koala and printed on a heavy weight stock. And of course the ‘£2 off coupons” ensured additional stand out and retention.
Just because you’re not using someones name on a door drop doesn’t mean you can’t personalise it in other ways. Imagine the cut-though if you saw a photo of your local town on a door drop or if the copy named your village shop or the local school.
How can Umbrella help?
Where Umbrella can add oodles of value, is the creation of a really high impact offer (call to action) that will not only stand out on the doormat, but will ensure the door drop successfully drives your desired response. Our skill is in achieving the biggest bang for your buck!
So then… this fantastic old friend of ours… let’s get it firmly back in the mix!
If you’re interested in the renaissance of print marketing, then check out our infographic below!
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