Door Drops and Direct Mail
Direct Mail and Door Drops – Collaboration or competition?
There are no doubts about it, print marketing is still a powerful tool, when done right.
According to the Direct Marketing Association (DMA) 80% of top advertisers in the UK use Door Drop media to advertise their businesses, with the market in the UK now worth over £1 billion.. But why? Even in today’s digital age, leaflet distribution campaigns have stood the test of time, because to put it simply, they produce cost-effective, impactful ROI’s for businesses. The reason for this? The world is showing signs of digital fatigue. Email marketing, adverts interrupting scrolling.. it’s endless.
Leaflets however, are un-blockable, they are un-skippable.. its marketing material straight into your consumers home and into their hand.
The same is to be said for Direct Mail. In a bid to address all audiences, and navigate through the digital fog, more organisations than ever before are considering Door Drops and Direct Mail as a way of physically keeping in-touch, delivering offers, brand building and of course, as a key method to generate leads.
A recent survey by MarketReach revealed that Direct Mail shots are kept in the home for 17 days on average, with a Door Drop piece remaining in the home for an average of 38 days. The latest JICMAIL data also shows that once the marketing material hits the doormat, the average person will interact with this 3.1 times a month. Meaning 1 million leaflets delivered, equates to over 3 million impressions – giving businesses plenty of scope for their audience to act upon their call to action. These figures are impressive and give a great window of opportunity for engagement and brand amplification for businesses from both mediums.
Door drops and Direct Mail are effectively two separate routes to the same destination: a cost-effective consumer response. Both share common characteristics and key differences, but most importantly; both produce results.
Direct Mail is successful and has undeniable strengths when it comes to being personable to the audience, but in some cases, it isn’t always necessary. For example, a new retailer opening its doors may find it much more cost-effective to use the lower-cost and higher-reach medium of door drops as opposed to Direct Mail to advertise their products, marketing on-mass for example to the addresses within a certain mile-radius of their store.
Door Drops don’t require data, which can also make them a commendable alternative to Direct Mail. However, that’s not to say that Door Drops do not have the ability to be targeted. In fact, they are now more targeted than ever before, using targeting tools to identify the addresses of potential customers that fit your target demographics.
Door drops target the customers who have been identified as the right potential customer for your business, these metrics result in a more effective campaign, every time. Meaning that Door Drops are a great alternative for businesses to market on-mass who do not have the necessary data readily available and/or do not wish to purchase such data.
Direct Mail produces undeniable results and is a brilliant option for those wanting to target an existing database of customers. However, Door Drops should not be overlooked. They’re an excellent alternative for businesses who want to market on-mass, cost-effectively to new potential customers raising brand awareness and of course, generating those leads!
All in all, it’s fair to say that print media is really holding its own as a key player in the marketing mix, with spend and volume both increasing in this area over the past year. We are anticipating good things; that this growth will continue – and we’re excited to see it happen!
Written by Rob Henry