DOOR DROP CAMPAIGN PLANNING

Door-drop Marketing is a common method of advertising that involves the delivery of marketing material to homes and businesses via the letterbox of a premise. Door-drop material often includes unaddressed letters, leaflets, coupons, brochures and free product samples, which are delivered to promote either a company, product, event or service.

The activity of door-to-door distribution encompasses all forms of delivery, collection and monitoring that involves a physical visit to a nominated location (either business or residential). In all cases, the opportunity for waste and error is high, which can be costly, especially when utilising temporary workforces. The primary challenge is to ensure labour utilisation is at an optimum level and where printed marketing material is involved, this is accurately matched to the needs of the job.

Our extensive study of existing practises and workflow of door-drop companies highlighted opportunities to significantly improve the standard and efficiency of the current approach – saving time and money for all involved in the supply chain; from operator through to customer.

We found that many door-drop marketing companies plotted delivery rounds onto photocopies of A-Z maps. However, this method is illegal (due to copyright infringement), and packed with inefficiencies, which result in costly waste and errors.

Our study highlighted that accurate planning and division of work is the key, combined with clear instructions to the field personnel and the ability to monitor/prove physical presence where required.

With Geoplan’s accurate, reliable and easy-to-use Door-drop Marketing tools, you can plan and implement efficient and cost-effective delivery rounds that provide transparency and accountability. Typically, work is divided into delivery rounds and work sheets are provided, which contain street level maps and address lists. These work sheets direct field personnel and provide a means for feedback into the system. More advanced operators are using GPRS to provide a date, time and presence stamp.

Geoplan’s mapping tools can add value to your door-to-door distribution service by:

• Identifying the best areas to target
• Targeting the right people in an area with mapping tools
• Reducing waste with targeted campaigns
• Planning efficient door-to-door distribution rounds
• Finding the quickest, most cost-effective routes
• Proving routes and visits made by field personnel
• Costing delivery rounds accurately
• Providing output for better planning, presentation, management and monitoring

Door-drop marketing is often employed by Marketing departments in line with a particular campaign. Most industry sectors use this form of promotion, including Advertising, Publishers, Retail, Market Research, Finance & Insurance, and many more.

Learn more about our Door-drop Campaign Planning software.