The team at Dor-2-Dor, one of the UK’s most successful letterbox marketing companies, has recently responded to an article in Marketing Week about the efficiency of ‘physical marketing’ VS online advertising. And their response is not what you might expect. According to the successful company, it seems that hard-copy marketing is still the medium we are most likely to respond to as consumers, hence the reason behind Dor-2-Dor’s phenomenal success.
Jeff Frankling, the company’s CEO, argues that ‘physical’ marketing isn’t simply making a comeback – it’s always been there, and has always worked.
“They say what goes around comes around, and it appears that that old way of marketing goods and services is making a comeback,” says Frankling, “although some of them never really went away in the first place. Dominoes – one of our biggest clients – have relied on their letterbox marketing since they were first established, and it works, as it is plain to see!”
Frankling goes on to argue that the reason behind the success of physical marketing is its ‘tangibility’ – people need to touch and feel things to absorb the message that companies are trying to send. And that’s not likely to change any time soon.
“When people pick up and feel something, they are more likely to believe the message they are receiving to be true.
This is why newspapers are still in circulation; it is why sales of vinyl records have actually increased since the 1980s, despite the rise of MP3s; it is why books have yet to be replaced by the kindle.
It is hard-wired into our brains to trust in these sources of information, more so than that contained in a detached e-mail, computer file or text message,” he explains.
Dor-2-Dor was first established by Frankling in 1987 as a discount voucher marketing service. Over the last 30 years, the business has operated services up and down the UK such as leaflet design, printing and distribution.
The company employs an experienced in-house design team, as well as adult GPS tracked Post People to ensure that marketing projects are handled professionally and efficiently.
Dor-2-Dor now works with thousands of businesses all over the UK through an impressive network of over 70 local franchised offices.
They are full members of the Direct Marketing Association, the Federation of Small Businesses and have recently been invited to join the Approved Franchise Association. In 2011, the company also became licensed by Ofcom.