Creative Effectiveness in door drop - examples from 2018

Written by Martyn Dallaway, member of the Door Drop Hub of the Print Council and director at Direct Letterbox Marketing.

Did someone just say the C word?

Working within the door drop industry, I get to see many companies ideas on how to reach their target audience through leaflets. Whether that be with radiant colours, effective use of white space, clever puns, oddly shaped leaflets or even adding spot UV to a substantially weighted leaflet. As soon as the DMA asked me for a creative that was effective for a door drop campaign, this particular leaflet sprung to mind. Not for its shape or the paper quality but purely for the message it sends.

When I first received the sample, I was drawn in by the line “Christmas is almost here” well realistically it’s a long way off and almost laughable. But in reality, Christmas is on it’s way and in the mind of those seeking employment, it’s even closer. Nexus people have created a leaflet that will stimulate the reader with all the incentives to call to enquire about the positions available. The creative gives the potential job seeker all the incentives to take action and make the original enquiry. The cartoon design draws your attention and invites you to read through the positives and the reasons to apply for the position. Recruitment leaflets can be off putting with barriers in place before applying, like qualifications required or apply in writing with a copy of your CV.

The campaign itself was local to the Wellingborough area and demographic profiling was used to identify the client’s ideal target audience. The door drop was supported by social media adverts which reinforced a call to action for those who received a copy of the leaflet. Overall though, I felt extremely positive when receiving the item and that it would generate a response and meet the expectations of both the client and agency.