Door drops turned conversations into customers

Background

Earth & Wheat are a one stop food market with a mission is to fight food waste. They specialise in rescuing ‘wonky’ or surplus bakery, fruit and veg and delivering it directly to a customer's door. Not only do they provide customers with high-quality products, they also donate to UK charities as part of their commitment to make a positive impact on the community. 

As a start-up brand trying to break into the subscription food box market, Earth and Wheat wanted to test a tangible media channel that would enable them to talk to consumers in their home, where key decisions about food and food shopping were made.

Solution

Earth and Wheat worked with Whistl to identify new target audiences.  Leveraging Whistl's expertise, they received guidance on crafting their first door drop employing the AIDCA model - capturing Attention, generating Interest, sparking Desire, building Conviction, and prompting Action.

The initial door drop was then evaluated using Whistl’s eye-tracker to ensure the optimal placement of the key messages, their mission, the offer and the response mechanic.   

The result was a thoughtfully designed 4-page door drop, providing ample space to communicate the Earth and Wheat brand concept while answering the recipient's crucial question: 'What's in it for me?' Two calls to action were seamlessly integrated—one inviting sign-ups, and the other encouraging recipients to delve deeper. To facilitate a speedy response, a QR Code was included.

Finally, at the evaluation stage, the results were matched with Herdify data – an online platform that uses AI to identify where your brand is being talked about – to see if those talking about the Earth and Wheat brand were likely to become customers. 

Results

Overall, the door drop resulted in 882 QR scans (a 0.44% RR on QR scans) and, generated valuable customers with an average 2.19 number of orders within the 6-week post campaign period.

Furthermore, Earth and Wheat saw a 36% uplift in sales where both Whistl targeting and Herdify hotspots overlapped, underscoring the power of leveraging door drops as a compelling strategy to transform brand discussions into tangible customer engagement.

Source: Whistl