What Are Door Drops?
Door drops have become synonymous with junk mail in recent years. As a media channel it’s often viewed as old-fashioned and archaic, lacking in creativity, and the choice of advertisers who are afraid to embrace the digital world. Environmental campaigners think that all door drops go through the door, straight into the bin, and then on to landfill.
They may have a point. The majority of door drops probably do end up going straight into the bin. However, if campaigns are creative, targeted and well-thought out, the impact of a door drop campaign can be huge. As with any media campaign, there is likely to be wastage, but a door drop can often target a very particular target audience in a very particular way. An interesting form of communication can have the power to trigger further interaction with a brand and channel positive sentiment towards it.
When Are Door Drops Used?
Door drops are often used when advertisers want to target a specific geographic region with a specific message. For example, a luxury chocolate company may notice that sales of its product are particularly strong in South West England, and therefore issue a door drop campaign to certain regions in the South West to encourage more purchases. They’re also used as a good way of impacting an entire household instead of just one individual that an option like direct mail would achieve. Door drops, if executed well, can be passed around an entire household and can remain next to a computer or on a sideboard for days.
I’ve recently received 2 door drops that have caught my eye for different reasons. I think both are great examples of how the media channel can be used in an innovative way. Other larger door drop advertisers that fall into the “junk mail” category could perhaps take inspiration from these smaller advertisers:
TheDogsDoodahs – A Free Greetings Card
TheDogsDoodahs used a free blank greetings card as a door drop.
TheDogsDoodahs is an online-based personalised cards company. When I think of online-based personalised cards companies I think of MoonPig, but I received a free greetings card through my letterbox last week from TheDogsDoodahs and now it’s very much entered my preference set. Why? Because they gave me something of value, completely free of charge. Sure, there was a sales message and a call to action on the door drop, but it was kept brief and endearing.
It’s easy to forget you’re being marketed to when an advertiser gives you one of its products and asks for nothing in return. For a greetings card company, a door drop is a perfect way of showing how the real product looks and feels in action.
Seymours – A Snapshot from the Past
Seymours used a postcard-sized door drop to convey its industry experience.
Seymours is an independent estate agents based in Surrey with 14 local offices. Recently it ran a door drop campaign that saw postcard-sized door drops posted through the letterboxes of residents based in and around the areas that the company operates in. On one side, the postcards contain a quaint explanation of how Seymours is a seasoned estate agents with over 100 years combined experience of the property industry.
On the other side is a photo of the local area that was taken 50 years ago. This image immediately caught my attention and I wanted to see how things had changed and what had stood the test of time. The door drop still sits on the sideboard nearly a week after it arrived, thanks to its highly targeted and relevant nature. It might not be a door drop that results in a huge response rate, but I now certainly harbour a large amount of positive sentiment towards the brand. When something like this drops through your letterbox, you feel as if you’ve been given something of value.
Long live the door drop.
The front of a door drop from Seymours, showing an image of a local area from 50 years ago.