Will there be a new role for door drop media?

Submitted by: Ulbe Jelluma 16/06/2016

Changes in the media landscape over the last 10 years have a major impact on the role of each of the media in the mix. As reach and coverage of channels change, media planners need to re-think how to address certain audiences. With door drops remaining stable in terms of reach they might overtake regional newspapers.

For example, door drop media might partly take over the role of regional newspapers (dagbladen). A comparison in The Netherlands shows that the daily reach of door drops (HaH) has been stable over the last three years with (from 46-44%). However total newspapers’ daily reach decreases in the same period from 57% to 47%. Within a couple of years time daily reach of door drops might be larger than national and regional newspapers combined. With door drops having to cope with a perception issue, it might be difficult to replace the role of regional newspapers, whilst reaching more readers.

At the upcoming International Doordrop Media Congress in Berlin Salena Lazic (La Retail Studio) will talk about the role and future of door drops in the media mix. Door drops are an important medium for the retail sector and Lazic will also cover the international retail developments. During the Congress cases of two retailers will be presented: Blokker a Dutch chain of shops and Colruyt (a Belgian supermarket chain). Colruyt is an unconventional supermarket. In the ’80 they used punch card for each product, shoppers took the product and the appropriate punch card to the cashier. Today Colruyt uses personalised mailings for their clients. Shopper buying behaviour is used to address each client with personalised offers.

Also held in September and also in Berlin, the FEPE Congres will touch upon related subjects such as slowing the decline of mail volumes by Bert Berkley of the Tension Corporation and Florian Jungmeister talking about fulfilling a customer need by transferring to the postal market. 

Check out the websites of the both Associations for the full programme covering print channel developments.