With local newspapers being hit hard in many areas, as a result of lower ad revenue in the current economic slowdown and fierce competition from the Internet, businesses are facing a real dilemma over how to reach their market.
One medium is working hard to fill this gap in the local communications market – step forward the humble door drop, which is set to grow in value in 2012 as it looks increasingly likely to be ‘the local medium of choice’.
Many marketers recognise the varied strengths of door drops. Key is the fact that they generate great stand out because they are a physical and highly tactile medium, making them highly memorable. This is particularly important in the increasingly digital world we live in.
Through research we carried out in 2011 we have found that 51% of consumers believe door drops to be a useful way to find out about local information and events. In fact, 74% of consumers stated that they are happy to receive more communications on local events and 54% from local restaurants and takeaways via unaddressed mail.
We also discovered through conversations we have had with consumers that those door drops advertising discounts at local supermarkets are regularly anticipated and retained by consumers. In fact, in many cases this is forming an integral part of their weekly routine.
Organisations looking to reach consumers at a local level can also benefit from using the tools available in the market that allow door drops to be targeted at a postcode sector.
When it comes to driving value, also remember that developments in technology, such as digital watermarking, are making unaddressed mail even more interactive and appealing to consumers and marketers alike. By combining this technology with the stand out door drops deliver, brands can interact with consumers and drive sales in realtime online.
There’s no question that the way people consume local media is changing. Door drops, because of their inherent strengths, are proving to be the natural fit for the delivery of local communications. So, isn’t it time you looked at one of the few media that are still growing?
Philip Ricketts is head of door to door strategy, sales and marketing, at Royal Mail
