Campaign Planning Tips
Effective campaigns are those whose structure, scope and timing have been most thoroughly planned.
In particular, you should consider:
- The objectives of the campaign
- Any targeting requirements
- Distribution areas
- Design, copy and print
- Size, weight and quantity
- Repeat activity
We recommend early discussion of geography, numbers and timing with our staff. To achieve your campaign objectives, we can
- assist in identifying the areas best suited to your target audience
- advise on the number of households
- advise as to the period of distribution required for your target completion date
In order to maximise the impact of your items, consider when you want your target audience to receive the item. Of course, this is particularly important if your communication relates to a specific event such as a store opening or sale. Based on this, we will advise you of the date we would need to receive your items, which then allows you to plan your overall timing including design and print. Build in time for slippage in these schedules.
Timing may also affect the cost of distribution. If so, we will raise this with you when we discuss your particular requirements.
The effectiveness of your campaign depends on your item catching the attention and interest of your consumers. Door-to-door offers a uniquely flexible medium so creativity is the key.
The Direct Marketing Association (DMA) advises:
- Achieve doormat impact by using colour, copy, size, font and format to capture the consumer's attention.
- Ensure your brand is paramount. Brand recognition should be almost instantaneous.
- Keep all copy direct and simple.
- The creative aspects should support the message, but not overpower it.
- Make sure you include a response mechanism or call to action.
- If you require recipients to complete a form or coupon, ensure there is enough room for them to complete their details.
The use of coupons or special offers lifts response rates. It can also help you more easily measure the effectiveness of your campaign. Responses can also be increased by using a freepost address or business reply card.
In addition to any applicable legal requirements, copy should comply with the British Code of Advertising, Sales Promotion and Direct Marketing. A copy may be viewed here.
Print and Production
If you do not already have design and print of your item covered, Tudor can assist you in sourcing this on a competitive basis.
If your print is of poor quality, insist on a reprint. Delaying a distribution may be better than having your reputation associated with a poor quality mailing. Better still, allow sufficient time in your planning to resolve any print issues.
In order to ensure that your items are in an appropriate condition for distribution, we ask that you please ensure your printer counts, packs and labels your items in accordance with our packing instructions.
Before committing to an extensive door-to-door campaign, consider testing with small quantities in different geographical areas or in areas with differing demographic profiles.
Some of the most effective door-to-door campaigns are based on frequent drops into the same areas. This helps build recognition and increases response rates. This approach can produce better results than a campaign running across different areas.