Looking for a cost-effective way to reach new customers? Door drops are not just affordable — they are versatile, highly targeted and effective. For small and local firms, door drops can bring in valuable new business, as Helen Peach of the Royal Mail explains.
Where once the door drop was regarded as the poor relation of the marketing mix, today's sophisticated targeting models, better creatives, and more receptive and responsive customers have all helped make the door drop play a more prominent role in the marketing mix.
This is especially true in the current economic climate, where small businesses are constantly looking for more cost effective ways to generate sales.
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.
Door drops can be as local as a few streets in your town, regional or cover every household in the country. They play a fundamental role in:
Items can be delivered alongside the addressed mail, via teams of leaflet distributors or as an insert in free local newspapers. They can be as small as a business card, and can come in all shapes and sizes. Targeting software can allow you to select geographic areas where your campaign is most likely to be successful based on profiling current or prospective customers.
Used well, the door drop is a very powerful piece of advertising. Its key strengths are:
So are door drops effective? Recent research has shown that 35 per cent of recipients have responded to door drop leaflets in the past 12 months, and 30 per cent have made a purchase within the past 12 months as a direct result of receiving leaflets.
The age of the door drop is upon us!
Helen Peach is the head of SMEs at Royal Mail Door to Door.
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