Interesting to read that figures for more traditional marketing methods – unaddressed advertising in particular – actually rose in 2010. ‘Leaflets’ as they are more affectionately known and the use of them amongst the UK’s biggest companies rose by a whopping 43% (increase spend of £11.6m to £38.8m).
So what has caused this shift to traditional methods of marketing when the current push is towards the more sexy digital methods? Much of it is down to more advanced Geo-targeting tools that allow marketers to target to individual postcode areas and align to the demographic cluster required, thus improving response rates and reducing costs. And that old concern of "how do I know my leaflets won't all end up in the canal" is a thing of the past too. Distributors now wear GPS tracking devises, so their managers know exactly where they have been.
So are door drops the way forward?
Yes.
Or No.
As with any marketing activity, it depends what you are trying to achieve as to what the best tools to use are. And that's where a great marketing agency earns it's corn.
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