People involved in advertising and direct marketing often refer to door dropping as a “cheap” alternative to the other methods of advertising, especially direct mail.
It is true that door dropping is a very cost effective way of reaching potential customers, but the term “cheap” is often used in a somewhat derogatory tone.
The image some advertising people give out is that door dropping consists of very cheap leaflets, delivered by casual untrustworthy workers and distributed in a random, unscientific way; and is used mainly by local companies on limited budgets.
But, of course, nothing could be further from the truth.
Smart advertising men know the truth
I have often wondered why some of the less knowledgeable so-called direct marketing experts take this very negative attitude to door drop marketing. I can only assume they want their clients to commit themselves to larger advertising budgets.
Fortunately these blinkered experts are in the minority, and there are plenty of smart direct selling executives who are aware of the economic advantages to be gained by using door drop distribution to advertise their client’s products or services.
Now it is true that much of door drop advertising does comprise of single page leaflets, and a large proportion of them do come from local companies eager to reach their local target market.
But these leaflets are not cheap, tacky affairs. Knowledgeable advertising people are well aware of the damage that can be done to their brand by a tawdry badly produced leaflet.
These leaflets are well designed and printed leaflets, and carry a short and to the point message guaranteed to catch the eye of their prospective customer.
Not just single page leaflets
However, door drop distribution is not just used by local businesses; many national companies use door dropping to promote their goods and services.
Their advertising people know only too well the value of door dropping campaigns to spread their message.
And they do not restrict themselves to single page leaflets.
Millets, the outdoor clothing and camping equipment company, ran a pre-Christmas door drop campaign with an eight-page flyer.
This flyer contained over seventy offers and gave the company a huge boost in sales and profits.
Another national company, Autoglass, used a very sophisticated folder that included a push out tab that enabled clients to check the chips on their cars windscreen.
This door drop campaign was so successful the company was still receiving enquiries nine months after the door drop had been carried out.
These door drop flyers and folders were not cheap to produce, but the return on investment (ROI) was certainly worth the outlay.
A great advertising medium
Millets and Autoglass are just two of the national companies who use door drops in their advertising campaigns.
These two examples show the versatility of door dropping as a method of advertising.
The medium of door dropping lends itself to all types and sizes of businesses.Large national companies, small medium enterprises (SME’s) plus very small concerns or people launching a new business, all benefit from using door drops.
Whatever the size or type of business, none of their advertising managers or agencies viewed door dropping as a “cheap” option, but as a very cost efficient and profitable option.
An option that brings good results.
