Door Drop Case Studies
Rom Massey & Sons: Leaflet Mailing
Rom Massey & Sons wanted to get a direct message out to the public about its very competitive funeral pricing. As most advertising today is aimed at catching our attention span for just 5-15 seconds, a printed leaflet was the best pathway to achieving the goal as people spend time and give attention to reading their mail. Direct mailing an easy to read leaflet using An Post’s Publicity Post service, offered Rom Massey & Sons the best public penetration for its cost effectiveness. Also, the target market tend to have more time to read direct marketing leaflets. As the cost of funerals is still the great unknown, many people were intrigued by the leaflet. It made them face the awkward question of death and the unavoidable costs it involves. The leaflet was 4 pages and A5 in size. It contained information on pricing, as well as a €200 funeral voucher. The leaflet was targeted to 47 of An Post’s Publicity Post delivery areas in close proximity to Rom Massey & Sons Dublin offices. The location map on the back was tailored depending on the proximity of the nearest office. In the weeks following the campaign, Rom Massey & Sons achieved 20-30 phone enquiries per day with 15-20% making bookings or physically called into the offices;13 funerals were booked as a result of the leaflet drop within 10 days of the campaign landing. Many people held onto the leaflet to be used several years after they were distributed. The leaflet also triggered unprecedented positive PR, most notably on RTE’s Joe Duffy show.
PrePay Power: For the person who hates getting bills in this home
Agency: Acorn Marketing
PrePay Power is Ireland’s new ‘pay as you go’ electricity provider. They launched in 2011 with a unique targeted campaign that tested door drops and consumer message to drive effective customer acquisition. The campaign was conducted cost effectively to a specific area of households in Dublin as a controlled launch pilot designed to give learnings to ramp further and scale nationwide. This campaign demonstrated how to cleverly use door drops to drive response rates close to that of addressed direct mail. It also shows how media testing can provide you with a platform of results and analysis to scale demand further as you ramp up your volumes. The campaign delivered exceptional ROI with customer acquisition numbers 307% of plan.
123.ie: The power of an envelope
Agency: Acorn Marketing
This campaign pushes the boundaries of Unaddressed Mail to the limit. Unaddressed mail was already a strong performing vehicle for 123.ie but in 2011 they conducted more key tests to drive the response rates even higher. This campaign shows how testing formats in a fixed vehicle can yield excellent results.
Women's Aid: Joanna
Agency: Ask Direct
This campaign employed a clever approach to make the best use of the door drop medium. It beat its acquisition target by 30% and produced a 67% uplift in average gift, resulting in a net cost per new donor of zero - exceptional in a charity direct marketing campaign. The pared back creative approach used simple type on the envelope to attract attention and encourage readers to open it. A long, five-page letter dramatised the importance of Women's Aid services using the shocking story of Joanna, a woman who had been horrifically abused by her partner before escaping with the help of Women's Aid.