The Leaflet − Powered by New Technology
Jul
19
Written by:
7/19/2011
TNT Post UK, he leading door drop specialist, continues
to innovate the industry through harnessing the power of new technology.
As part of the company’s strategy to integrate with digital media TNT Post
(Doordrop Media) continues to embrace the introduction of mobile technology into
the channel.
By combining the traditional direct response media with digital media channels
marketers can now create greater cut through and engagement with their
audiences. In addition by using the two or more media together, clients now have
the opportunity to provide more detail or bring to life their product in virtual reality.
There are a number of options now available including Quick Response (QR),
Augmented Reality (AR) and Digital Watermarking. Each of these services
provides clients with unique benefits.
Using AR codes promotes participatory advertising with recipients using the leaflet
in front of their camera bringing to life a real world environment.
Digital Watermarking provides a digital identity, which is adaptable to all media
types and platforms. It enables consumer friendly access but protects ownership
rights even in the ill-regulated online world
QR codes have been used widely in the UK and can appear on just about
anything. There is no limit to what and how a QR code can be shared. They can
also be used to measure online consumers purchasing sentiments based on the
print message or advert.
These product developments have been driven by the increased penetration of
smartphones with over one-third of adults in the UK now owning a smartphone and
over half using mobile web every day according to the Mobile Marketing
Association. Usage of mobile devices suit today’s requirement for on-the-go
engagement and access to the online world.
British Sky Broadcasting was one of the first clients to incorporate a QR code on a
door drop leaflet when they supported the launch of the new Sky Atlantic channel.
This was an opportunity to engage the householder and encourage them to view a
five minute content reel of shows that would be exclusive to the new channel.
The QR code was unique to one of the door drop formats which had a 3D pop-up
creative execution to ensure standout on the doormat. Their measurement criterion
was to understand the number of households that would engage with the media.
The QR generated over 3,500 unique views to the show reel over a six week
period with the average view time of 3 minutes. The number of views was inline
with Pay per Click advertising however is less than 10% of the cost to set up.
Belinda Worrell, BSkyB said:
“A key element for BskyB and TNT Post was to produce an engaging format to
bring to life exciting content using print media. After much consideration, it was
agreed the best way to do this was to use a QR Reader - allowing smartphone
users with the right App to play the show reel direct from their mobile phone”
Mark Davies, Managing Director, TNT Post door drop Media, said:
“TNT Post continues to innovate the door drop media sector and is committed to
seeking new ways to make marketing spend work harder and more cost effectively
for our clients. By combining the traditional media with digital media we can
demonstrate that door drops continue to have a significant part to play in delivering
our marketers’ campaigns.”
Advertisers should consider the usage of door drop media with the inclusion of a
mobile interaction when sites are fully enabled for the best consumers experience.
The application supports consumers requests for promotions, demonstrations or
videos, links to social media and purchasing.
With the increasing developments in mobile devices and consumer adoption of
devices continues to grow, the trend in mobile marketing is going to be a desire
from consumers to have access when convenient to them.