• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / Door To Door / Should you be running a door to door campaign?

Should you be running a door to door campaign?

26th June 2019 by Aidan King

As an agency with attribution, measurement and acquisition at its core, TV and digital channels offer a lot of what we and our clients need: primarily the ability to measure and optimise campaigns based on tangible and robust results. Therefore, when introducing a new channel into the core mix, we face and ask the same questions: will this allow us to reach the required return on investment (ROI)? How can we attribute results to the activity and track performance? How quickly can we act on our results?

Although TV and digital may typically be at the centre of our campaigns, door to door advertising can equally provide the answers we need to these questions, and act as not only a driver of customer acquisition, but also to harvest the response we get from channels such as TV, in the same way a PPC campaign would.

In an environment where consumers are perpetually bombarded with advertising, door drops offer the potential to cut through the noise. Rarely do advertisers have access to a product that goes directly to the audience’s doorstep and straight into their hands. The latest JICMail data (the award-winning currency for tracking door to door advertising engagement) demonstrates that there’s a high level of interaction with door drops across consumers of all life stages – from millennials to the 65+ market.

Therefore, when introducing a door drop campaign, there are a few elements to consider that will set the activity up from the best possible launch point. Below are our top tips for executing a door drop campaign successfully:

  1. Know your audience. As is the case with all channels, we have access to a plethora of data which can help us to reach the right people. Find the postcodes of the current customer base, for example, profile this against Experian Mosaic data, then target these lookalikes. Use JICMail data to validate how your target audience responds to door to door advertising, including that of competitors and use this insight for your first campaign.
  2. Nail down a control creative. To stand out amongst the other four advertisers’ packs that come through the letterbox, a door drop creative should have some alignment with your other media activity, both in tone and style. There are tons of opportunities to be super creative with the packs, and it’s usually the more unique formats that have a higher response rate percentage (RR%). Personalisation can be key in engaging your audience, and an offer code not only helps activation but also trackability of the campaign.
  3. Test, test, test. Once you have results from your control pack, introducing additional formats can help you measure results against that. Target a region specifically or exclude one in order to monitor any uplift or the opposite. If there’s a key period of the month for an advertiser, up the weight that week versus running a flat campaign. Testing should be evolutionary, not revolutionary.
  4. Measurement. Contrary to expectations, door drops are one of the easier channels to measure. If an advertiser can use an offer code, that’s a great way of tracking success initially. Using a geo-targeted campaign again allows us to track specific uplift. Equally, postcode matching customer data to previous drops allows us to generate tangible results. And, don’t forget to track the softer metrics – door drops can have a significant impact on those key brand KPIs.
  5. Model your data. After you have initial results, build a model based on these insights. What are the top performing sectors, and what has been our penetration here? We can find lookalike sectors across the UK, or just increase the cut through across those high performing areas.

All Response Media viewpoint
As an agency, door drops offers a lot of potential either to supplement a base campaign or even act as a standalone. What often holds our clients back is the initial cost for both postage/distribution and print – we’re paying the price of going direct to our target market, and the price can be over 10x higher than TV for example. Despite this though, the response rates of door drops can equally be 10-20x higher – which outweighs that increased cost.

As we’ve seen both through using JICMail data and probably through our own experience, door drops can sit in people’s homes for weeks – constantly reminding the consumer to act. For clients that don’t use door drops, you can start small – test a region to supplement a TV campaign, or launch it in solus as a national campaign, monitoring overall uplift in returns and brand awareness – it doesn’t have to be a huge campaign to see the results.

Read more information on our door-to-door services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy