Tell us about the Opportunity / What is it?
Doordrop media provides an opportunity for you to engage with your target audience - getting a communication (such as a leaflet, coupon, sample) in to the home in a intrusive and impactful manner. Through all the different media available, there is still only one letterbox. Using a strong message, clear offer/ coupon and/ or sample, you can engage the brand with the consumer and drive to them to trial and purchase. Sophisticated targeting tools are available to improve efficiency and accurancy while a number of delivery channels are available to suit the needs of the brief.
How does it work?
There are 4 key ingredients:
Creative - important to get the creative and message right in order to bring the consumer in. Few constraints allow freedom to be creative - samples, die-cuts etc. Brand, message and offer need to be clear.
Method - items are delivered via our team network, Royal Mail or the free local newspapers. The choice will depend on the brand, target audience, budget and timings.
Targeting - a number of sophisticated systems to target the core audience in the right areas.
Evaluation - a number of techniques including coupon redemption and sales.
Who's used it in the past?
Regularly used over the years by a number of FMCG manufacturers across various brands, including Unilever, Nestle, Cereal Partners, Reckitt Benkiser, SCa, PepsiCo and United Biscuits.
Features / Benefits
- Vast Creative opportunities for both leaflets and samples - Sophisticated targeting methods - Measurable - Consumers enjoy free samples and coupons (71% & 62% - BRMB) - 79% consumers regularly read doordrops (DMA) - 62% consumers have acted as a result of a doordrop (DMA) - 94% consumers believe samples give a better idea of a product than advertising (RSGB) - 71% claim samples are the main reason to switch brands & 79% say it is the main reason to purchase a new product - 31% of consumers are more actively seeking promotions and 77% of consumers use coupons (Valassis).