Magazine article Marketing

SPONSOR'S STATEMENT: Door Drops - the New Mainstream Medium?

Magazine article Marketing

SPONSOR'S STATEMENT: Door Drops - the New Mainstream Medium?

Article excerpt

Nick Wells, Circular Distributors' group managing director, explains how the company is providing effective door-drop marketing solutions in a fast-changing marketplace.

The marketing meltdown

We live in challenging times. Consumers are getting harder to impress, they're becoming more demanding, more marketing literate and more cynical.

Information overload is increasing, with consumers being flooded with advertising and brand messages in quantities that they are finding impossible to digest.

At Circular Distributors (CD), however, we work with successful brands that are going from strength to strength against these odds. They recognise how CD and the door-drop medium can provide imaginative, innovative marketing solutions to achieve that crucial stand-out they seek on the doormat and in the home, where they can't be ignored.

Targeting results

As a distribution company offering a complete range of door-drop products, CD is able to offer a degree of flexibility, experience and in-depth knowledge that no other company can match. CD has the largest dedicated planning department in the business. Our experience is second to none, as we can help you build your campaign to get the maximum response at the best rates.

If you want to reach a more select market, we can define it for you by postcode sectors, or even down to groups of just 700 households using our unique CDMicrotargeting system.

We can target your market by geography, Incorporated Society of British Advertisers (ISBA) regions, store catchment areas, drive times and local radio or press coverage areas. We can also target and deliver to specific addresses, eliminating wastage.

Using databases such as MOSAIC, Financial MOSAIC, Chorus and other geodemographic systems, we can find out more about your market. By using Target Group Index (TGI), Tesco Clubcard data and CD Nielsen Targeter we can find out exactly who buys what and how often.

There are a variety of bespoke services that we can also provide, using customer and response modelling to define target market and areas even more precisely than standard geodemographics, such as store-by-store spend analysis for retailers.

Proving our point

Door drops is one of the few media where you can actually measure the number of impacts achieved accurately, so it's easy to evaluate every campaign.

We have a unique full-time field management infrastructure in place, with more than 8000 trained adult distributors and 140 full-time area managers and assistants who carry out extensive random back-checks. …

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