Door drops are a cost-effective way of sending out a marketing message allowing efficient targeting to new customers as well as existing ones. There are a number of ways you can add value to your door drop campaigns with our creative format ideas:
Make the format more captivating
There are a number of format ideas which can enhance the value of your campaign:
Make it a Shape
One challenge for all users of mail is how to make the pack stand out on the doormat. One way is through die-cutting the pack into a shape. This will attract attention and increase the number of people engaging with the offer. To see this format in animation, go to www.creativeformats.com and search on ID number 179.
Adding an area of scratch and sniff to a door drop can increase the level of engagement from the customer and increase the emotional response to your offer.
Add a tipped-on card
The addition of a tipped-on card gives the customer something to keep – allowing your offer to be retained until it is most relevant. The card could be personalised with a local offer, contact point or person to increase its relevance and drive redemption.
Make it a pull-out
Entice the customer with an instruction to ‘Pull Here’. This creative device lets you put your full promotional information inside an outer wallet for a dramatic reveal. This can include a coupon to increase response rates. To see this format in animation, go to www.creativeformats.com and search on ID number 39.
Add a Note
A re-peelable note on the front of your door drop catches attention. You can add your phone number or website address and let customers keep it until they need to contact you. To see this format in animation, go to www.creativeformats.com and search on ID number 154.
Make it a wallet
A simple wallet format lets you include separate smaller pages inside an outer wallet. The pages inside could be made to look like photos of the product; or tickets for a retail outlet or coupons for a special offer. Including your offer in a wallet increases the level of expectation and thus involvement with the promotion. To see this format in animation, go to www.creativeformats.com and search on ID number 87.
Add a pop-up
A pop-up can enhance the creative concept to increase the engagement and response to the piece. To see this format in animation, go to www.creativeformats.com and search on ID number 137.
Make it an Inline Mailpack
A mail pack can be the right format for your campaign but the cost or the timescales to produce are a problem. An inline mailpack is a letter inside an envelope but produced in a single operation. This is quick and cost-effective and doesn’t require additional envelopes or the time needed for enclosing. An additional separate insert can be included as can a business reply envelope. To see this format in animation, go to www.creativeformats.com and search on ID number 116.
Make it a Maltese Cross
A Maltese Cross format is an exciting way of presenting your campaign and ensures a controlled method of revealing your message. Each separate leaf is seen in a specific order to allow a great way of communicating with your customers. To see this format in animation, go to www.creativeformats.com and search on ID number 22.
Make it a Slider
To ensure your message is interactive, a slider is a great tool. You can include tabs to show where to pull the inner section and show your advertising message inside. If you include apertures in the outer wallet, you can reveal different aspects of your message as you extract the inner – creating interest and response. To see this format in animation, go to www.creativeformats.com and search on ID number 108.
Add a Label
A re-peeable label can be included within a door drop to give your customers something to keep. This information could relate to a way of communication with you or your promotion and allows them to retain information until it is needed. To see this format in animation, go to www.creativeformats.com and search on ID number 117.
Add Value to your campaign
Print with a Direct Mail Campaign
Often marketing campaigns use both personalised and non-personalised mailings to reach different target segments. You can design a format that is effective as a personalised direct mail piece and as a non-personalised door drop, saving time and money on creative and production costs. By printing at the same time, the unit cost is reduced further still.
Add regional personalisation
As door drop circulation can now be targeted to specific geographical areas, a reference to the local store or location can add a level of personalisation to increase interactivity and response rate. This can be done to drive footfall into a local store or make the recipient aware of a local offer. The personalisation can include:
• Store Information
• Store Contact details
• Map to Store
• Promotional offer to incentivise action
Add a QR code
A good way to use a door drop campaign to send customers online is to include a QR code allowing customers access to unique content. A Quick Response barcode allows your Smartphone to take customers straight to the website or App of your choice. This adds value to your campaign and increases the interactivity of your door drops.
Door drop options and developments in targeting
Possibly now the only true mass marketing medium, applied nationally, regionally or locally, door drops also offer clients an array of targeting opportunities, using a myriad of data sets.
Royal Mail door to door offer a nationwide service with planning at postal sector level - on average 2500-3000 households - and are market leaders in the industry. The national free newspaper structure offers a reliable alternative, whilst a network of team suppliers provide a third alternative to users. Clients will commonly also use any appropriate combination of these options.
There are also revolutionary systems such as SMART-Drop, providing clients with the opportunity of creating bespoke distribution rounds for distribution on a solus basis, or the opportunity to select free newspaper distribution rounds which have a high density of an agreed target market. Using postcode units (EN8 9HU) - on average about 18 households – as the geographical planning unit, rounds consist of just 150-200 households on average, minimising wastage, maximising target market coverage and helping to improve ROI – as well improving the client’s door drop carbon footprint.
The medium and the specialist services are already being applied by leading charities, FMCG companies, retailers, direct response advertisers and many more.
Users’ Guide to Door Drop Marketing from the Direct Marketing Association