Door drop sampling still delivers return

The Secret Marketer’s discovery that “for the consumer on the other end, getting a free sample beats paid-for ‘experiential marketing’ hands down” (MW last week) is an encouraging development.

Door drop product sampling has for over 50 years delivered, but in recent years the quality of the door drop delivery and the targeting processes involved in identifying where target market consumers live in their greatest numbers has improved to an extent that the medium should be on more FMCG marketers’ agendas.

It is acknowledged that consumers love samples, and what better way of testing a new or improved product than in the comfort of your own home? Add in a coupon to stimulate subsequent product purchase and you have a successful campaign.

Door drop marketing now offers users a way of distributing samples and coupons in units of hundreds of households primarily the exact target market they are seeking, rather than the traditional postal sector units of thousands, leading to unnecessary waste and a primary reason why so many have drifted away from the medium.

But the more enlightened are returning – and profiting from the industry’s massive steps forward in recent years.

Advances in packaging technology make it pretty much possible to sample anything; marketers just need to know where to look, and when they do the results will look after themselves.

Graham Dodd
Managing director
The Letterbox Consultancy

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here