Agencies have their say on door drops

We gathered the finest practitioners in media in south London for a morning talking all things door drop - and why businesses need weird sheep

The Southwark offices of MRM Meteorite served as the venue for a morning investigating the creativity, insight and strategy driving the continued resurgence of door drop media campaigns. Reaching into over 26million UK homes, door drops have become a key asset in helping marketers beat digital fatigue, as consumers turn away from the noise in their inboxes. So naturally, we had a packed house...

- DMA UK (@DMA_UK), January 26, 2016

... and the best in the business pumped and ready to lead things off.

- DMA UK (@DMA_UK), January 26, 2016

Our first theme was how today's data-rich culture feeds quality door drop campaigns. Havas helia's Matthew Fitzsimons took to the stage to take us through their work for Domino's Pizza. Matthew focused on how door drop media create a lasting emotional connection with customers due to their physical quality. They are "hyperlocal", with a tangible stickability that is missing in digital. He was quick to remind us that successful door dropping needs extensive testing and refined messaging.

- DMA UK (@DMA_UK), January 26, 2016

Picking up from where Matthew left off, Jake Hewlett of iProspect was next up. His focus was his own personal door drop journey and the sweet spot where digital meets the physical. In particular, the power of data to drive more effective door drop targeting. Jake built a mini door drop campaign that focused on his own neck of the woods - Peckham. He reminded us of the need for door drop campaigns to show audience insight, relevant content and an abundance of local knowledge.

- DMA UK (@DMA_UK), January 26, 2016

Following on from Jake was Gavin Wheeler, CEO at WDMP. Gavin told us that 30% of adults see door drops daily; 89% head online to pursue piqued interest; and door drops offer a whopping 9 minute dwell time. This is media, continued Gavin, that runs to the heart of business growth, a comms method that disrupts, connect brands and buyers and remains totally relevant to joined up marketing thinking.

- DMA UK (@DMA_UK), January 26, 2016

Our final speaker was Mark Palmer, who certainly lived up to his Twitter handle @maverickmark. He sees business suffering from a lack of weird sheep. 96% of sheep are followers, 3% are leaders - but only 1% are weird. The weird sheep carry the ability to question, to explore the spaces in between processes - and that includes where door drops are concerned. Door drops are ideal testing grounds for all the component parts of a marketing strategy - so why do agencies still baulk at the opportunity? Not enough weird sheep? Door drops are seen by 25% of people as the acceptable face of marketing, they drive - at 6% - the highest response rate of all media but still not enough marketers see their true value.

- DMA UK (@DMA_UK), January 26, 2016

We rounded off with an energetic panel discussion. We heard from Gavin on targetting more effectively with personal data; iProspect's Jake Hewlett on shifting brand perecptions using social media alongisde door drops; whilst Mark and Gavin spoke of door drops evolving to meet the challenge of "new" media - so know how to work creatively. And of course, our experts reminded us: don't forget the data.

Many thanks go to our hosts, MRM Meteorite and sponsors Whistl and Royal Mail Marketreach.

**In March, make sure you join us for the inside track on another proven marketing performer as get into the nuts and the bolts of inserts.**