There are over 10 million Australian adults who say they read unaddressed mail every week, according to the latest Roy Morgan research. And you don’t need to be Einstein to realise that this should make the letterbox a top choice for agencies as they plot the media budget.
However there has been one enduring challenge stopping media planners and buyers from capitalising on letterbox advertising: how do you achieve the best targeting without pouring in masses of extra time and resources?
Salmat has designed the newest letterbox media planning tool to help planners and buyers combat this challenge head-on. Designed in consultation with media agencies, SwiftPlan is nothing short of a game changer, letting you calculate audience reach and cost estimates in seconds and making light work of previously complex geo-targeted marketing. And to top it off, the tool is completely free for media agencies to use.
To help you get the best, most targeted audience outcome for letterbox campaigns, SwiftPlan uses a sophisticated algorithm to statistically expand the Census data and then applies spend overlays based on the ABS’s Household Expenditure Survey. Planners can use a combination of over 50 targeting variables, including advanced targeting overlays like average household income and typical household spending on different product categories, as well as standard age and gender filters. What’s more, planners can also overlay Roy Morgan's Helix Personas, which includes the most predictive and defining consumer attributes.
To boost the efficiency of letterbox campaigns, highly accurate heat maps allow planners to visualise the penetration of their selected target audiences, right down to areas as small as 200 households. So planners can target only those areas that over-index against their desired audience characteristics, and see how the letterbox can complement other media and plug in geographical gaps.
And that’s not all – we have big plans to enhance SwiftPlan’s functionality even more with the addition of creative examples and research proof points, meaning agencies can find out what they need to know about letterbox media in one place.
It’s no wonder over 600 agency staff have already requested user log-ins during the soft launch!
Discover how fast you can plan a letterbox media campaign. Visit swiftplan.com.au for more information or to request a FREE log-in.