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Door Drops The Nuts and Bolts

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The print council headed up North this week for a rerun of their popular London event ‘Door Drops: The Nuts and Bolts’. Kindly hosted by The Lettershop Group and held on their premises, delegates enjoyed a buffet breakfast followed by a packed schedule which highlighted to them the benefits and importance of ensuring that Door Drops are included in the marketing mix of any successful campaign.

Mark Davies, Managing Director of Whistl chaired the event and first introduced Christian Peterson from Royal Mail who gave an overview of recent developments and possibilities in the execution of Door Drops. This was followed by Cara Lawson from The Dragonfly Agency who shared a fascinating case study of how The People’s Postcode Lottery have used Door Drop post GDPR to massively improve their acquisitions. Up next was Kris Archer from All Response Media who highlighted new ways of attributing results to Door Drop, backed up by Ian Gibbs from JICMAIL. Richard Sharp from The Sharp Agency concluded the speaking part of the itinerary by showcasing some of the creative possibilities of Door Drop; it doesn’t need to be the least exciting part of the campaign after all!

The session was finished with a Panel Discussion where the audience were invited to ask questions of Cara Lawson (The Dragonfly Agency), Helen Phillips (RNB Group and DMA North Council), Tim Bond (DMA) and Simon Cooper (The Lettershop Group). The topic for the discussion was ‘Is Poor Attribution Holding Door Drops Back’ and some of the difficulties around this were discussed and examined.

All in all it was a very informative session, and key takeaways are that Door Drops should not be thought of as a staid media. When used correctly they can most certainly pay a key point as part of a wider media mix.

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