We know that a great campaign requires great planning, implementation and execution – but even with the best, most sophisticated planning methodologies applied, a Door Drop still needs to stand out on the doormat, and entice a consumer with clear, relevant, digestible information at a glance.

A great creative can of course come in many forms, but the below provides some key features and considerations for a successful Door Drop creative:

WHAT MAKES A GREAT RETAIL DOOR DROP CREATIVE?

Whether a seasonal sale campaign, a new store opening, a product update, driving footfall or online spend, many of the UK’s most well-known brands still rely on Door Drop as a key part of their marketing mix getting their message directly in to the hands of consumers. The 2019 national Retail Door Drop market was estimated to stand at 925m items*. 

Door Drop provides a platform for vast and flexible creative content, however a crowded, unclear leaflet without clear branding is going to perform very differently to a well-structured, aesthetically pleasing and informative creative. 

Below are just some considerations and criteria that we see play a vital part in the success of Retail leaflet campaigns. 

WHAT MAKES A GREAT DIRECT RESPONSE DOOR DROP CREATIVE?

Any Direct Response campaign has the overarching objective of driving a very specific action; whether it be to visit a landing page, or call a number, the aim is to capture leads to then convert to a sale. With the complex planning, targeting and modelling that The Leaflet Company can undertake, a brand is already reaching the right audience, but a strong creative and a very specific call to action is needed to drive the measurable results. 

Arguably, the fundamentals for a successful Direct Response Door Drop are that the campaign is:

• Trackable & Measurable
• Targeted (from both a planning and creative perspective)
• Includes a clear Call To Action

Further to this, below are some of the key features to consider that we see in strong performing DR leaflet campaigns:

With the 2019 National Direct Response Door Drop market standing at an estimated 866m items*, the opportunities are clear. But to stand out on the doormat and really resonate with your audience, the creative message, call to action, design format, print quality all have to be expertly executed. 

WHAT MAKES A GREAT FRANCHISE DOOR DROP CREATIVE?

Door Drop distribution is a proven medium for many of the UK’s biggest franchise brands, boasting low entry costs and yielding impressive response rates. Audience profiling, targeting and catchment planning can help maximise exposure within the relevant localities, but the strength of a creative and the message is still key to a successful campaign. By establishing trust in a community, a loyal customer base can be built, and often for local franchises, having tailored/versioned leaflet creatives reflecting the locality of a store or service, and clearly offering products or services that the community needs, goes a long way. 

Below are just some of the key features we have seen in recent franchise company campaigns:

JUNE 2022

For more insight or for specific creative advice for your brand and your campaign, get in touch with one of the team today.

T: 020 7583 2010

E: leafletcompany@leafletcompany.co.uk

www.leafletcompany.co.uk