Creative Effectiveness in Door Drops: January 2023

Written by Nick Brown, Sales Director, Newsquest Direct and member of the Door Drop Hub of the Print Council.

Christmas Door Drop from Crisis.

Where creative tells a story that really engages an audience

The cost-of-living crisis is causing a majority of households hardship. We have all felt the impact of rising prices and, in some cases, faced difficult decisions.

However, I was recently reminded that I was in a fortunate position.

In November I received a door drop from Crisis, the homeless charity. The piece highlighted the desperate situation of some, underlining the importance of a home in terms of getting help, getting work and providing a sense of belonging.

The item was an envelope which not only captured my attention due to the imagery, instantly reminding me that however difficult things have become, some have some ‘real’ challenges to overcome.

The envelope contained a letter which provided a thorough insight into homelessness and how it’s likely to increase due to the cost-of-living crisis. The item gave an overview of Andrei’s situation and how Crisis had helped.

The door drop was a great way of giving enough space to provide the detail of the challenges that are being faced and that are likely to continue. The envelope contained a simple form, along with a pre-paid envelope, alternatively there was a QR code making it really easy to respond, surely helping to drive response.

Crisis used the strengths of the door drop platform to great effect. Their door drop arrived with other door drop items however, I was immediately drawn to this item due to the fact it was an envelope and it contained powerful images.

However, for me, because I was in physical contact with the brand, it was personal, I felt that the charity was talking to me, telling me of the harsh realities of the cost-of-living crisis and what I could do to help. What’s more it highlighted how our help would make a real difference. Crisis used door drop to tell a story, connecting with their audience in a way that many other channels can’t match.

So as those of us fortunate enough to enjoy a distraction this Christmas, I’m reminded of the great work that door drops do to provide the platform to convey important messages in the right environment to increase engagement and response.