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Getting the most from doordrop media planning

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.

Case study | Abel & Cole

Herdify’s community targeting models improved Abel & Cole’s already successful door-drop campaigns with Whistl by 90%.

Friends in conversation | Herdify

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Ignite your brand power: Why your offline community is the real influencer

“Social communities grow more powerfully offline, yet most marketing tactics tap into the online element. 92% of word-of-mouth – the single biggest influence on consumer buying behaviour – happens offline."

~ Ed Barter, Lead data scientist at Herdify

In this free whitepaper, you’ll learn: