Is now the time to invest in door drop activity?
Over the past few months, we’ve reported on many shifts in consumer behavior and media consumption as a result of COVID-19. For the majority, lockdown conditions have not only shaped how channels are being consumed but also how advertising messaging is perceived. One the lesser talked about and impacted channels throughout this period has been direct mail and door drops. Recently published analysis by Whistl, Jicmail, and Kantar highlights a positive uplift in responses from door drop activity being experienced across all sectors, with commercial actions up 58%. We are looking into the driving factors behind the spike in performance and why the current environment has created the perfect storm for door drop activity.
A drop in competition
Whistl is reporting a 67% drop in total volumes delivered in Q2, with many sectors such as travel, retail, financial services, and estate agents dropping volumes by over 70% year on year (YoY). For many brands active on the channel throughout lockdown. This drop in overall volumes is welcome as it has led to more cut-through and less competition for interactions.
An increase in interactions
Analysis into the lifespan of door drop items by sector indicates that for many sectors there has been an increase in the average number of days an item spends in the household, notably for utilities based items which are up 195% YoY.
With more than 50% of employed adults working from home, the time spent at home in the UK has never been higher. As a result of this, and the increased lifespan of door drop items, Jicmail is reporting increases in interactions across the board with the frequency of interactions up 15% and commercial actions following a door drop up 58% YoY.
All Response Media viewpoint
There is no doubt that advertising channels targeting consumers in the home have received a boost over the lockdown period. With many set to work primarily from home until the end of 2020 the opportunity to capitalise on the spike in increased interactions for door drop items remains a motivating factor. Additionally, for many performance-focused brands, softer market pricing and incentives provide further support in mitigating the risks of a new channel test. Deployed correctly door drop activity can amplify a TV campaign and with the increased degrees of targeting available, can be key to unlocking incremental reach within regions or audiences.
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