SMART-Drop is a new service bringing together several elements to create a highly targeted doordrop solution.
Postcode sector targeting has served and continues to serve the industry well for many clients; however, more and more advertisers are seeking to home in on their target market, removing wastage, reducing their impact upon the environment and improving their ROI.
SMART-Drop allows the advertiser to break free from the restrictions of sector boundaries and deliver to units as small as 150 households.
“We have been using SMART-Drop successfully for clients such as Lexus for some time and will continue to do so in future. The improved targeting of door to door distribution makes for better results, lower costs and reduced wastage, whilst the quality of service from Edward Fulbrook [LinkDirect Marketing Director] and his team has been outstanding.”
Matt Stewart, Head of Insight and Data Strategy at leading UK advertising agency, EMO.
 How does it work?
SMART-Drop works by taking the best bits from existing doordrop channels, Newslink and Solus, and combining them in exactly the right way for your campaign.
We have forged links with several of the country’s largest Free Newspaper publishers and have built a database of delivery rounds which can now be profiled and targeted by Experian’s Mosaic or any other full postcode level demographic classification. Instead of ranking postal sectors (units of approx 3,000 households) you can now rank individual delivery rounds (units of approximately 200 households).
While this service has been available on a regional basis in the past, we are making great strides to providing a single access point to national round level coverage.
It may be that Newslink is not the preferred option for the advertiser or that Free Newspapers simply don’t offer adequate penetration of your target market in a specific area - this is where the Solus element comes into play.
Using our sophisticated in house SMART mapping system, we are able to quickly and easily create a ‘virtual’ newspaper distribution round structure in any area. Of course this will not receive a newspaper but it will allow you to apply the same distribution principle across the board - even if free newspapers are not published in your target area.
Why not take it further?
SMART-Drop is targeting led. Again using our SMART system, we are able to look at things from a different angle. Rather than applying your target requirements to an existing delivery structure, why not ask us to create a bespoke delivery round structure around your target.
We can map your target market within your given geography and create delivery rounds specifically around concentrations of your best prospects.
Using these methods, we have seen target penetrations rise from below 50% to above 90% of households delivered to with no significant loss in the overall target households hit.
SMART-Drop is flexible - it’s built around your requirements.
Please contact us to see how we can apply this new and exciting technique to your campaigns. We are currently testing SMART-Drop with financial, property, charity, retail and motor clients amongst others so we are confident we can help.
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