Unlock the secrets of effective doordrop media planning with this informative webinar from Whistl, who take you through a detailed approach for creating doordrop targeting data sets.

Ready to dive in? Here’s a sneak peek of what’s involved:

• Speakers include Rob Wilcox (director of planning at Whistl), Tom Ridges (CEO of Herdify) discussing word-of-mouth targeting, and Susie Idle (business development director at Whistl).

Key principles of doordrop planning

• Establishing a clear objective for the doordrop campaign is fundamental.
• Once the audience is identified, strategic planning involves deciding on the creative, offer, messaging, incentives, and coordination with other media.
• Success measurement is crucial, using response data to inform future campaigns.

Data utilisation

• Geodemographics, provided by companies like Experian and Acorn, are traditional methods of targeting.
• Market research data, such as TGI and JICMAIL, offer insights into consumer behaviour and interactions with mail.
• Consumer expenditure data can highlight spending patterns in different regions.

Offline community targeting

• Word-of-mouth is a powerful tool for marketers, as humans are inherently influenced by their community and peers.
• Detecting word-of-mouth has been challenging, but when harnessed, it can significantly boost ROI for doordrop campaigns.

Application and summary

• Doordrop media planning allows for precise targeting, selecting specific postcode sectors based on potential.
• Brands can effectively connect with consumers in their homes using doordrop media, especially when leveraging new targeting techniques.