“The difficulty lies not in the new ideas, but escaping from the old ones.” John Maynard Keynes*
The Letterbox Consultancy (TLC) developed SMART-Drop™, the door drop targeting system, in conjunction with LinkDirect and formally launched the service in May 2010.
Since then, many users have tested and rolled out SMART-Drop™ campaigns and as a result, both companies are perfectly positioned to help you plan and implement forthcoming door drop couponing/sampling activity. Their experience is even more important in the current economic climate as promotional marketing agencies and their clients need to squeeze every last ounce of benefit from their door drop spend – an objective that is easily achieved by SMART-Drop™ users.
Data-Driven Door Drops
To meet this demand, SMART-Drop™ have formed an alliance with Tangerine, the FMCG data-driven marketing consultancy, to use their data-driven FMC-G-Model™ to enhance the value of the overall door drop proposition further.
Between them, they already boast an impressive list of agency and promoter clients, and as neither claims nor desires to be a creative hot shop, their independence allows them to work quite happy in partnership with agencies and manufacturers to deliver activity.
James Sherwin
Tangerine’s Manager Director James Sherwin said “Tangerine is an innovative business and we are keen to work with all innovators in our sector; the SMART-Drop™ service allows us to better predict shopper behaviour across all door-to-door media including bespoke solutions and working with The Letterbox Consultancy, we look forward to achieving incremental performance for our clients.”
Graham Dodd
TLC’s Managing Director Graham Dodd said, “Both Tangerine and ourselves are relatively small operators, but we have both gained a reputation with clients for our common sense approach to the planning and implementation of clients’ activity. We both also pride ourselves on our top quality account handling skills and clients benefit from our experience, so the alliance was an obvious step forward.”
More About SMART-Drop Door Drops
SMART-Drop™ is a sub postal sector planning and door drop tool increasingly used in combination with the “standard” door drop solutions, particularly Royal Mail D2D and/or free newspapers.
SMART-Drop™ plans really do deliver at sub sector level.
Since launching SMART-Drop™ we have discovered that some competitors claim that their clients’ door drops are planned at round level (which they may well be), but their subsequent implementation on occasions still appears to be at full sector level – there can be a big difference between the two applications – contact us to find out more.
Next time you have a door drop brief get in touch with us – we expect you to be surprised at the value we can add to your proposition.
New Door-to-Door Research
If you ever needed any convincing about the power of door drops, read the recently released Royal Mail research through Fresh Minds called “Challenging Pre-conceptions About Door Drops”.
This includes details on consumer reaction to the receipt and use of FMCG items so if you would like a copy just send us an email. Here’s an extract from the research:
- Door drop vouchers can be used to encourage trial amongst consumers – 65% of people say that vouchers introduce them to new things
- They’re also associated with sales conversion – 57% feel they will encourage them to make a purchase in the future
- 42% of people feel that vouchers will make them feel positive about the brand
Couponing Insights from the IPM
We also invite you to read an interesting article about couponing from Colin Harper, Head of Insight at the IPM and Managing Director of Storecheck Marketing called The Lure of the New by clicking the link.
And we would further advise you to obtain a copy of the IPM/fast.MAP Marketing Gap report.
Not only does the report provide a raft of information on shopper trends, it also compares shopper trends with marketers’ predictions.
And there are some scary differences between marketers’ predictions and consumers’ actual habits! To whet your appetite further, there is also a really interesting section on fundraising.
* The famous Eton & Cambridge scholar who went on to become one of the world’s foremost economists.
