I’m 52. I listen to Neil Young, Whitney, Sessa, Wilco, Scott Lavene and much more; I read about obscure 1960s bands, and would rather reorganise my record collection than browse garden centres.

This week my letterbox delivered; a catalogue for a garden nursery and a glossy brochure for “feel good furniture.”

Now, I know door drop campaigns can be genuinely well-targeted, we do them lots. Geo-demographic data, household profiling, lifestyle segmentation, the tools exist to get this right. Really right.

But someone, somewhere, looked at a dataset and decided I was the garden nursery guy. Sorry Otter Nurseries, I am not the garden nursery guy.

The point isn’t that door drops don’t work, they absolutely can and do. The point is that the gap between what’s possible with targeting and what actually lands on doormats is still, occasionally, comically wide.

If you’re investing in door drops, the data is there. Use it properly.

(And if anyone needs a slightly baffled 52-year-old who owns too many records to review your media plan — you know where to find Mostly Media.)

Credit: Alex Pilkington, Director of Growth