The days of the door-to-door salesman may be long over, but door drop marketing proves to be a timeless tool for businesses that want to make a direct impact while keeping it local. Here’s how to nail door drop marketing with a modern twist.
it’s the age-old question. How do you reach potential customers and get them interested in your products or services? And more importantly, how do you do it affordably? Marketing is fundamental for any business, but if you’re a consumer brand that needs to reach households today, door drops and leafleting can change the way you interact with customers.
The Direct Marketing Association (DMA) carried out extensive research into the staying power and return on investment of door drop marketing.
89% of consumers remember receiving a door drop mailing more than any other marketing channel.
Potential customers need to see an ad at least seven times before they buy a product or service. In order to capitalise on drip effect marketing to get your company in front of potential customers, you need to identify the method with the most staying power.
Good old fashioned leaflets and flyers end up on fridge doors and kitchen counters for 45% of consumers, according to DMA research, which suggests a lot more visibility than an online ad or TV spot. In fact, door drops are revisited up to three times on average by recipients.
A 500 (+VAT) marketing budget can reach around 8, 000 households through this method, according to Royal Mail, which makes it one of the quickest and most affordable ways to reach the most number of potential customers.
But how do you build an effective door drop campaign? Here are four things to consider when getting started.
Identify your marketing needs
Any marketing campaign needs a clear goal and message. Door drops work within an integrated marketing plan that can move offline potential customers online or to your store.
Door drop campaigns make an immediate impact, generate rapid, measurable responses and build positive brand perceptions over the long term.
According to research from Royal Mail, 67% of consumers were prompted to buy as a result of door drops.
It is a proven medium that is used by the likes of Domino’s, Gillette and Waitrose for a reason.
To get started, consider your budget, forecast and what element of your marketing campaign requires generating footfall or general awareness.
Questions to consider: What do you want to achieve from the campaign? Who is your target audience? How can you reach the right people to help drive results? How much do you have to spend?
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