CASE STUDY: Co-operative Food door drop campaign
Provided by Royal Mail MarketReach
A Chinese New Year-themed campaign is just one example of an ongoing door-drop campaign that customers love
What was the Challenge / Background of the Campaign?
Co-operative Food runs an almost continuous programme of door drops in the area around its stores. Around nine million leaflets are posted each week, as part of an integrated marketing strategy that includes TV, digital marketing, press ads and point of sale.
What was the Campaign Objective?
Co-operative Food operates in an extremely competitive market, and door drops are a vital part of their marketing strategy. They are a cost-effective way of getting the message about offers to as many households as possible.
What was the Solution?
A mailer was created featuring recipes suitable for Chinese new year, with suitable in-store offers. It also featured the same creative used in other marketing channels, using high-quality photographs of the food, finished meals and products.
What were the Results?
The campaign was voted the nation's favourite direct mail campaign in 2011, with the 'people's pick' award, chosen by a Nielsen panel of 10,000 members of the public who are asked each month about the campaigns they like best. The door drops always produce a big ROI and customer feedback is consistently high.
What were the Key Learnings of this Campaign?
Door drop material must chime with point-of-sale material in store so that people connect the two. Enough product must be on the shelves - there's no point advertising something that's not available to buy. Timing is crucial - the leaflet must arrive at the start of the campaign.