Clients offered word-of-mouth door drop targeting

Brand owners and charities will now be able to target consumers with mailshots based on word-of-mouth data following a new partnership The Letterbox Consultancy and behavioural science platform Herdify, enabling smarter targeting and helping clients get more from every door drop.

The partnership means Herdify’s mapping of where brands are being talked about, the postcodes generating the strongest offline conversation and recommendation, is now available within The Letterbox Consultancy’s planning process.

Targeting has historically focused on who lives where: demographics, household profiles, lifestyle data. Layering word-of-mouth data on top adds a second dimension, where the brand is already spreading, so campaigns can be planned around the areas with the greatest demand.

Herdify integrates straight into The Letterbox Consultancy’s planning system, meaning clients can benefit from word-of-mouth data without any changes to their existing process. The company’s clients include Deliveroo (pictured), Cancer Research UK, Cushelle and Squires Garden Centres.

Letterbox Consultancy managing director Neal Dodd said: “The Letterbox Consultancy has led the way in door drop innovation over the past two decades – most notably with our Smart-Drop distribution product – and we believe the introduction of Herdify is a big step forward for the industry.

“While the capacity to target the right type of audience will always be important, overlaying data that tells us where the greatest interest and word of mouth about a brand is occurring is of significant value in boosting response and making the channel work harder.

“We’re excited about the immediate benefit it will bring to our clients and are already seeing the positive effect it has on their results.”

Herdify head of business development Jon Hollis added: “We’re really happy to have formed a strategic partnership with The Letterbox Consultancy. They’re experts in door drop campaigns, so partnering with them made complete sense. We both think the channel works best when it’s built around how people actually behave.

“Word-of-mouth is one of the biggest drivers of brand growth, and most of it happens offline, where brands simply can’t see it. By bringing that data into The Letterbox Consultancy’s planning, their clients can use it to help boost their performance.”