One of the biggest myths in marketing?
That door drops are broad, blunt and untargeted.
In reality, the opposite is true.
Today’s door drop campaigns can be shaped using geodemographic, behavioural and lifestyle data, layered with postcode-level insights, propensity modelling and lookalike-style targeting. That means brands can move far beyond “spray and pray” distribution and focus on the households and neighbourhoods most likely to respond.
And that is the real point.
Reach on its own is not a strategy.
Relevance is.