Opinion

On behalf of our clients we distribute millions of leaflets each year and, as these Opinion pieces will show, we take the state of the industry and consumer perceptions and views very seriously.

End of 2017 Volume Blog

12 January 2018

The end of 2017 generated a final weekly average of 6.3 items received during the year. Of the 328 items distributed, Royal Mail D2D delivered 89 (a weekly average of 1.7), whilst local teams/distributors delivered 232 (4.5 per week). The remaining 7 items were delivered by free newspapers early in the year, but we no […]

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Door drop planning tips – timing

8 December 2017

I’d started writing a blog about door drop timings, when on Black Friday, a BT Infinity leaflet fluttered through my letterbox along with my mail. Nothing stunningly unusual about that, BT are quite regular door drop users. What caught my eye was the leaflet headline “Save up to £400 in our Black Friday event. No […]

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Door drops are not dead either!

24 November 2017

There has recently been a proliferation of LinkedIn posts claiming direct mail is not dead, it works well with email and/or is great for catalogues. The volume of posts was undoubtedly generated because for so many contacts in my network direct mail is a business area, but even so! So, let’s redress the balance. Door […]

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You’re paying how much? – October 2017 update

24 October 2017

Probably my most popular blog in recent years, but has the situation changed and if so, how? In the original blog, I set out to explain that in my opinion, you could not buy solus door drops at £40.00 per 1,000 – or even less – and expect them to really work. It’s still a […]

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Door drop volumes – 2017

6 October 2017

9 months of the year completed, so time for a quarterly door drop volume update. At the start of July when we published our 6 month review, our weekly volume was recorded at 7.3 items per week, but it would be only natural to expect a decline over the summer; precisely what has happened. We […]

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How can you prove my door drop has taken place (part 2)

8 September 2017

Last week I published a blog on how door drops are verified. Within the copy I referenced control cells, where perfect distribution does not necessarily generate perfect recall, which prompted some emails asking me to explain what precisely I meant. It’s quite simple really. Walk down a road today and put a leaflet, magazine, newspaper, […]

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How can you prove my door drop has taken place?

31 August 2017

A common and understandable question, to which there are numerous answers! How can new users in particular, be assured their door drop items have arrived at their selected households, within the agreed distribution window? The answers vary by final mile supplier and while some disciplines are clear cut, others are less clear; and sometimes confusing. […]

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A door drop targeting twist for your consideration

19 July 2017

Over the years we have written many blogs about the importance of targeting door drops based upon hard facts, rather than personal perceptions or preferences. For us, it’s almost a weekly battle to politely point out, generally to a prospective client or a new contact within a company or agency, guesswork is a dangerous option. […]

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Door drop volumes – 2017

11 July 2017

Regular readers of our volume blogs will know there is a significant difference between official industry statistics and our estimate of the market size. The recently published DMA industry monitor shows a year on year decline over the last 5 years, with weekly volume in 2016 reported as 4.07 (claimed to be 5.26 in 2012). […]

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Can you choose what items your door drop is distributed with?

7 July 2017

An interesting question, with a range of answers. In reality, solus distribution, where just your item is delivered should guarantee no conflict, but only at the point of entering the letterbox. Once it lands on the doormat, a very different scenario can emerge. Considering that up to 50% of UK households can be empty during […]

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