The smart-drop seminar held in May 2011 in London presented new targeting capabilities in door drop marketing to demonstrate its effectiveness in consumer behavior change. Key tips for successful door drop marketing were shared, emphasizing the importance of targeting, message clarity, and creative execution, while also highlighting the potential return on investment. The seminar showcased a method of targeting that optimizes delivery to specific households, enhancing campaign effectiveness.

1. SMART-DROP Seminar – May 2011 A résumé of the recent door drop seminar held in London, aimed at demonstrating new targeting capabilities within the industry

2. A promotion – a leaflet, envelope, sample, popped through the letterbox of carefully selected households (type and area) Remember what door drops are… Remember what door drop marketing is… It is advertising, targeted promotional advertising If good it will change consumer behaviour

3. Received Communication Channels in Terms of Recall “ The right words focus the reader’s attention on your brand by communicating a powerful, attractive big idea. That idea about your brand, helps build front-of-mind, unaided awareness. The right words that communicate this unexpected idea, give your brand a vitality and a freshness that continue well after the advertising sails into the sunset.” Source: ITV/DMA research 2010

4. Free to brand owners 9 critical tips for creating successful door drop marketing in UK: Tip 1 – why do it (3 key benefits: media, trade/consumer, digital)? Tip 2 – internal positioning – choose right vocabulary Tip 3 – targeting, who & why & where & when & how? Tip 4 – what, ‘the message’, left-brain-right-brain? Tip 5 – response, what do you want? Tip 6 – shape, tactile Tip 7 – online, new, use the leverage Tip 8 – measurement, use validation, evaluate ‘intend to buy’? Tip 9 – respect the environment Extra free – once is not enough, strategic not tactical

5. Average recall of door to door items 1994-2010 Prompted recall in delivered areas, all methods, all items Average sample size 184,000 interviews per year

6. Creative execution Compared with other “sexier” media the amount of effort expended on door drop creative is tiny, and often lamentable

7. Creative execution Even with appallingly bad recall, readership and interest levels the clients who perpetuate these crimes against advertising still achieve a good enough return on their investment to continue year after year. Can you imagine how powerful an opportunity to talk to over 90% of your target in a single pass would be if you actually used it properly?

8. Images Door to door is a visual medium. Images have incredible power to move us, to affect us, and to speak to us.

9. Are you interested in… a targeting tool that is up to 10 times more powerful than conventional postcode sector targeting that… ...identifies and profiles clusters as small as 150 households within a postcode sector and is… … available NATIONALLY

10. SMART-Drop - the benefits Target real prospects Minimise wastage Maximise return on investment (ROI) Delivery to households that may not have otherwise been targeted Optimise your door drop carbon footprint

11. How does it work? Rank postal sectors within agreed target area Match postcode units to existing free newspaper rounds or create bespoke solus rounds Produce round ranking report

12. Delivery Round Ranking Newsquest Rounds Ranked By an Index of Mosaic 2009 Types A01, A02, A03, A04, B05, B07, B08, B09, B10, C11, F24, F28, G31, K48, K49, N60, O61, O62, O63. Round Number Postal Sector Del Points that are Chosen Mosaic Round Total Round Penetration UK Penetration Index 027R35 SN12 6 143 143 100.00% 23.71% 422 103R06 SN 1 4 106 108 98.15% 23.71% 414 104R05 SN 1 3 256 264 96.97% 23.71% 409 130R11 SN 5 5 140 146 95.89% 23.71% 404 107R01 SN 2 2 187 261 71.65% 23.71% 302 027R09 SN12 7 98 222 44.14% 23.71% 186 032R14 BA12 8 41 94 43.62% 23.71% 184 020R17 BA14 7 72 177 40.68% 23.71% 172 031R31 BA12 9 59 148 39.86% 23.71% 168 126R07 SN 3 4 85 220 38.64% 23.71% 163 126R02 SN 3 4 43 128 33.59% 23.71% 142 126R08 SN 3 4 86 283 30.39% 23.71% 128 030R33 BA13 3 38 127 29.92% 23.71% 126 028R02 BA11 2 60 202 29.70% 23.71% 125

13. 20 minute drive time from ASDA stores

14. Tangerine have spent over 13 years planning and evaluating campaigns for many iconic FMCG brands

15. Background FMCG brands rely on trial to grow DTD can be one of the best performing media Price promotions tend not to be effective trial-drivers A lot of promotional investment is wasted Poor targeting Poor operational support leading to unsatisfied demand through poor merchandising and out of stocks In FMCG trade support is vital To avoid the trap of relying on-going price promotions brands need to show retailers what their A&P spend is doing for a retailer & their shoppers Tangerine’s FMC-G-Model™ is a specialist solution designed to support brand growth

16. Long term value Over a period of years DTD has been fundamental in the growth of Lurpak; Arla Food’s primary brand Chart shows sustained penetration gain – almost entirely in line with DTD investment

17. Further improvement Solutions originally developed to work at Postal Sector level Focus on Royal Mail as it was proven to deliver a better ROI Although RM Tangerine-planned activity performed very much better, we had seen a newshare campaign that we didn’t plan produce 75% coupon mis-redemption! Changes in the coupon redemption culture and processes... [driven by the IPM, wider industry pressure and by Tesco’s drive to cut costs by destroying coupons internally ] ...mean this is very unlikely to be repeated This opens up the DTD media world for renewed exploration

18. Do they know THIS? A headline must promise a benefit, give news or provoke curiosity. It must also have relevance…

19. Five times as many people will read your headline, as will read your body copy. Unless your headline offers a benefit, you’ve wasted 90% of your money…

20. Do they know THIS? Clarity is vital… If people find the message too daunting to read, they will not bother…

21. Do they know THIS? A promotional leaflet with a headline under the picture will pull more responses than a headline above a picture

22. SMART-DROP Smarter targeting = better results For more details, please visit www.smart-drop.co.uk or call on 01992 637333.