Desk drops are gifts, sometimes combined with an experience, that literally ‘drop’ onto the desk of a lucky recipient – which could be a media agency client or brand advertiser. The purpose of the desk drop is to get a message and your brand right under the nose of your customer.

Of course, you’ll want to make the most impactful impression possible by packing it with as much wow-factor as you can. This means incorporating creativity, innovation, a proper strategy, and quality into the experience.

Sophia Nabulsi at Bauer Media UK has experienced the impact of high-quality desk drops first-hand. “We wanted to reward and stay connected with our key and loyal clients through seasonal campaigns. One Big Idea took our brief and created bespoke, high quality, beautifully designed contemporary festive hampers and then a bright and creative Easter chocolates gift. Both delivered our message with the wow factor. The great thing was the positive feedback from customers, who engaged with us to tell us how thrilled and delighted they were”.

Breaking through the digital noise

We’re all surrounded by digital content. We’re constantly bombarded with emails, social media messages and ads. The reason why desk drops work so well is that they are different. They can’t be avoided or ignored, because they are a physical item. And they are appreciated all the more if they are exciting and offer real value to the recipient.

Consider these stats:

• Up to 90% of direct marketing gets opened, compared to only 20-30% of emails
• 60% of marketing respondents said combining digital and direct mail increased ROI
• 68% of marketing respondents said combining digital and direct mail increased website visits
• 92% of millennials say they are influenced by direct mail to make purchase decisions, compared to 78% being influenced by e-mail

Source: Compu-Mail research Feb 2020 – 25 Direct Marketing Statistics for 2020 (compu-mail.com)

Imagine, 90% of what you send being opened.

And when we get really creative, this open rate could be even higher. It could mean reconnecting with customers with whom you’ve lost touch. It could breathe new life into ailing email campaigns by reminding advertisers and agencies you are there, and you value them. It’s a way of reaching out with something physical after such a long period of distanced relationships. And will give everyone, from your sales teams to your clients, something to talk about.

Open doors, build connections, strengthen relationships

To achieve the maximum impact and positive outcome from a desk drop, it’s important to get really creative. Here’s some ways to do it.

1. Think big, think bold, think brand

A gift delivered directly to a desk or home doesn’t need to be limited to letter box size. Delivery can be surprisingly cost effective especially when compared to the impact you’ll make. So we don’t hold back. We get really creative with the choice of premium gift, and then package it in bold eye-catching design with on-brand messaging.

2. Integrate a gift with an experience.

By adding another dimension to your desk drop gift, we create a higher value experience, and see greater engagement. So we don’t just think cocktail set – we’ll combine it with a cocktail making session with a mixologist. A branded yoga mat gift can be enhanced by inviting the recipient to an online yoga class. The blend of gift with experience will associate your brand with a special and enjoyable time.

3. Use a desk drop gift delivery to enhance events

Inviting customers or prospects to online or live events? Make it all the more memorable with a gift that ties in beautifully. For example, a luxury snack and drinks box to elevate a virtual conference day. Delegates will think of you while they’re tucking in and with any luck, they’ll share their experience on social media, and get in touch to say thanks. This is exactly what you need to start the conversation.

4. Combine with digital

Thanks to Augmented Reality, a desk drop can be interactive, carrying a live message from your CEO at the same time as supplying a wow-factor gift. Literally, the best of both worlds!

5. Show that you care

Being thoughtful, caring and making a positive difference to the world are important attributes for any brand. Mounting evidence shows that people like to do business with brands ‘with a purpose’. Desk drops offer an opportunity to get across your passion and purpose in a tangible and meaningful way.

The past year and a half have taken their toll on the publishing and media industry. An industry heavily based on social interaction and relationships has been forced onto Zoom. Desk drops give customers an opportunity to engage, even momentarily, with something away from their screen. And when they engage with that message, they are more likely to re-engage with you.

A way back to heart and minds

Few other marketing tools are able to get a brand message directly into the hands of potential or existing advertisers. By getting truly creative and innovative, you can make a brand impression that’s long lasting and will be amplified when people start talking.

For more information and publisher case study examples from One Big idea, visit our Associate Member page and Creative Marketing for Media | One Big Idea.