We supported broadcast media with traditional door drop. Some may consider door drop to be a dumbed down medium which goes out to the masses, however, with careful and considered planning this is very far from the truth. As with TV planning, we applied the same metrics to distribution. Therefore, only hitting households which we knew were relevant, within a pre-defined drivetime and highly indexed against our target audience.
Specific door drop distribution schedules were developed bespoke for each store location and layered together with the TV schedules to create a highly targeted media campaign through what is perceived as mass-market awareness media.
The geo-flex planning applied to both the TV and door drop schedules was highly intricate and took time and budget to plan, however, behind the hard work comes campaign success – the results speak for themselves!