The door drop medium has gone from strength to strength in recent years...

...achieving a staggering 140% growth in media spend over the past decade. Whilst some may dismiss doordrops as unwanted clutter, independent research has highlighted the positive response that they encourage from their recipients.

Our experience at ARM certainly supports these findings, and our media neutral approach to planning and buying means that doordrops are always part of our consideration process where appropriate. With around 12 billion items distributed each year for clients as far ranging as Cosmetic Suppliers, the Financial Sector, through Telco's to Charities - this is certainly not a medium to be underestimated!

The varied advertiser base reflects the one of the key attributes of the doordrop medium; its flexibility. As well as drawing on sophisticated targeting capabilities, and efficient delivery networks reaching right into consumers' homes, advertisers can also take advantage of a good level of creative freedom to convey messages that not only stimulate immediate response, but can also encourage product trial, drive web traffic or footfall into store. The possibilities are vast, and test volumes do not have to be large to understand the worth of this medium.

The combination of the right offer, to the right person, at the right time has proven to be successful time and time again for so many advertisers - but doordrops do not have to work alone. With the right planning and buying, doordrops can perfectly complement broadcast media such as Radio or TV and we have seen demonstrable uplifts on response rates by using this integrated approach.

At ARM, our understanding of our clients' business needs and the key ingredients for success in this medium has driven us to invest in targeting and planning tools to enhance our expertise in this field. Response analysis systems, Insite targeting tools and our bespoke magnet mapping programme have all been of benefit to our clients in helping to optimise their ongoing doordrop activity.