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Door drop

In this step you will learn about door drop advertising and how to use it effectively as part of a marketing campaign.

Door drop is the term for any form of non-addressed marketing that comes through the letterbox. It’s normally in the form of leaflets, brochures, coupons or free product samples. Every year around £263m million is spent on door drops.

They are used extensively by both national and local businesses to drive sales and brand awareness. Door drops are often overlooked as a part of a marketing strategy as many marketers do not understand the role door drop can play supporting your overall campaign results.

Why should you use it?
Door drops can be targeted at street or postcode level and many advertisers produce local variations of their door drop content. This helps provide greater engagement and relevance. On average, UK households receive four door-drop items a week so there is a high chance that your messages will cut through.

Research from JICMAIL has also revealed that door drop’s reach is larger than previously thought, with each item being read 1.2 times as it’s shared around a household.

When should you use it?
Door drop can be used to drive a Join the Discussion, direct sales and support wider brand awareness activities. Campaigns can be planned in advance and are usually delivered over a week.

Things to consider:

  • You can tailor to postcode or street level
  • You can use it as part of a campaign rather than stand-alone
  • Although you can target by locations, you may be putting door drops through existing customers’ letterboxes so an amazing “new customer” offer and price may not go down too well with people paying a higher price.

Join the discussion

Are you familiar with any brands or organisations which use door drops as a form of offline marketing? If yes, what forms of door drop do they use e.g. coupons, leaflets etc. If no, why not? Write your comments below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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