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The door drop revival is on

Print Power, the campaign that promotes the use of print in multi-channel marketing, has revealed that the message is getting through to Europe’s top brands and agencies in regards to the tremendous value to marketers and its ability to reach and engage a target audience.

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Brands such as Sky and Virgin Media are increasingly using door drops to attract new customers

Article by: Sam Upton, editor, Print Power magazine

While the various formats of print marketing all have their strengths, door drop has been going through a revival of late. The DMA’s recently released Annual Door Drop Industry report shows that the UK witnessed an increase of almost eight percent in door drop spend during 2016, with only internet advertising growing at a faster rate.  

Between 2015 and 2016, spend rose by almost £20m from £246.6m to £266.3m, despite a reduction in unit volume of three percent, from 5.9bn to 5.7bn. According to the report, this reduction is due to more sophisticated targeting techniques.

This chimes with the experience of Mark Davies, managing director of Whistl’s door drop media division: “Door drop is a very resilient medium. Across Europe we’ve seen a 2.4 percent volume decline but a growth in media spend of 1.3 percent.” 

The reasons for the success of door drop are two-fold. Firstly, it targets the customer in their home—not on a packed train or cluttered home page—so the customer is more likely to read it. Indeed, research from Royal Mail MarketReach found that 92 percent of all door drops are read.

Door drop is a very resilient medium. Across Europe we’ve seen a 2.4 percent volume decline but a growth in media spend of 1.3 percent.

Secondly, it maintains a presence in the home—especially if it contains a money-off voucher. MarketReach also found that door drops remain in the home for an average of a staggering 38 days. When compared to a 30-second TV spot or 10-second radio ad, brands can immediately see the value of the medium.

With all this evidence about the efficiency and resilience of door drops, it is no surprise that huge brands such as Sky and Virgin Media are increasingly using the channel to attract new customers. 

Davies continues: “We have also seen some significant investment into door drop from purely digital brands such as Amazon and Ocado who are beginning to use door drop as an acquisition channel. We see significant growth in the future from that.”

According to the DMA report, the increase in spend set against the decrease in volume is a consequence of brands moving from mass to targeted marketing, using their vast amounts of consumer data.

“Techniques have trickled down from digital marketing to traditional print media,” concludes the report, adding: “Building on this trend will make door drops increasingly competitive and another trusted tool in the
repertoire of the responsible marketer.”

For more information about Print Power and how the campaign can help your company promote print, visit www.printpower.eu.

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