We run a very successful retail franchise called The ZipYard which specialises in garment alterations and repairs and are constantly looking to keep our customers (and of course prospective customers) engaged, informed and excited – such that new people are encouraged to try us and existing customers come back time and again.
Like most companies we have limited marketing budgets and so we constantly seek best value.
I am a great believer in what a call ‘matrix marketing’ – that is using a range of tools to touch the recipient as many times as possible.
But, I’m also conscious that our message needs to ‘hang around’ a while so people can think about whether they have clothes they need to repair or if in fact they have changed shape and need clothes altering.
To this end a KEY element of our marketing mix is DOOR DROPS and here’s why!
I can target very clearly the type (demography) of my ideal customer – so I don’t waste money.
Unlike newspaper ads., a leaflet properly targeted landing through the letterbox is longer lasting
You can measure a door drop by putting an offer on the leaflet
We can be more expressive with a leaflet through the door – scented paper, pop-ups etc
The material lands ‘in-home’ and so is less easy to ignore than general advertising
I also love facts and a recent report – The Private life of Mail highlighted the following:
- People value something they can see and touch 24% more highly than something they can simply see.
- 57% of people claim receiving mail makes them feel more valued
- A household on average keeps a door drop leaflet for 38 days
So why are door drops a critical cog in our marketing wheel?
Creative, long-lasting, targeted and engaging.