Want to get your brand seen in a way that generates high-quality content? You could opt for a doorstep promotion or campaign (also known as a press drop or PR stunt). This type of activation empowers you to reach select customers, such as social media stars, and excite a younger audience.
This article covers the different types of doorstep campaigns or ‘press drops’ and will help you build a plan to ensure your event’s success!
Here are the three main types, all of which can help you stand out from the crowd.
Do you have a publishing house, magazine or news agency that you’d like to target? Publishing houses love press drops as it gives them something new to write about. Some of the biggest companies visit publishing houses, such as Yankee Candle with its Christmas Airstream experience.
This is a sure fire way to set up photos or videos of happy customers interacting with your products. Simply run a competition with freebies up for grabs, then shoot the winner’s reactions. You can also show staff delivering the goods from a branded promotional vehicle, just like LG's Doorstep giveaway.
Control the message by focusing on social media stars and TV celebrities! Celebs love freebies, especially those who make a living by showing off the latest hot products on YouTube, TikTok and Instagram. Alternatively, get a celeb to hand the gifts out to add some extra personality to each delivery!
Whether it’s a doorstep promotion with prizes, a press drop hitting multiple media houses, or a star-studded influencer campaign – every PR stunt starts with a solid plan!
The first step is to decide what you’re handing out. From there, secure a promotional vehicle that fits your goals.
You may need a large vehicle with storage, and if you're moving influencers between venues, then a double-decker bus could be ideal. See Dani Dyer's ‘in the style’ experience and Universal’s Despicable Me bus, featuring a ball pit and DJ booth.
You’ll also want to make sure you’ve got enough gifts to hand out, with a keen eye on quality control so no one comes away disappointed.
Press drops, influencer campaigns and other PR stunts tend to happen in city centres. In turn, your vehicle is more than just for driving and storage; it’s also a mobile advert and a showcase for your brand. So, it’s important to get the external design right!
Check out our promotional vehicle design 101 to see how you can turn heads and present your brand at its very best. Alternatively, see our onboarding guide to learn where design factors into the campaign development process.
It may sound obvious, but make sure everyone knows they’re expecting you. This will give them time to cancel other plans, and if you’re taking pictures, ensures they’ll be presentable and more willing to be on camera. It’s also smart to give recipients an ETA on the day – so be sure to get their phone numbers!
You should also find out as much about the address as possible. How will you gain access? Can you park nearby? Do you need a code to enter the front entrance? This info will help your doorstep promotion or influencer campaign run smoothly and on time.
If you have a lot of people to visit, it’s best to separate them by area. You’ll essentially want to cluster them together when possible, so you can hand out as many prizes as possible – while still allowing time for pictures, videos and engagement.
It’s worth looking for local landmarks and high streets too! The point of your doorstep campaign or press drop is to be seen, so you don’t want to miss out on those busy spaces that will get you noticed.
See how to plan the best route for your campaign or ask us to handle every part of your journey as part of an enhanced logistics service.
No PR stunt is complete without images and videos. In fact, that’s the best thing about a press drop or doorstep promotion – it’s your best chance to shoot quality content that audiences love. People get excited for celebrities too, and a famous face will add gravitas to your activation. So, don’t let these moments slip through your fingers!
Evergreen content should be at the top of your priority list. You can then upload this content on social media and to your website. If you want professional shots, we can send an expert photographer/videographer to capture these moments or make a short film about your campaign.
Once you’ve decided what you want to do and how, it’s time to secure your campaign vehicle. The earlier you do this, the better! We have the widest range of promotional vehicles in the UK, many of which are ideal for doorstep and influencer events.
If you're planning a press drop, we can suggest the perfect vehicle. We manage all kinds of promotional campaigns and will be delighted to help bring yours to life!