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.

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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How would you measure the size of the door drop industry?

3 July 2017

The recent DMA publication on the door drop industry in 2016 has encouraged a proliferation of commentators claiming an industry revival and/or growth; really? What is the correct/best measurement of growth? How can an industry have grown, when the report confirms volumes have decreased year on year for the last 5 years, from 7.2 billion in […]

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A creative review with a whiff of nostalgia

26 June 2017

Scarily now more than 30 something years ago, I was making my way up the management ladder at Marketforce, later known as MRM Distribution, market leaders in an industry called house to house distribution. Royal Mail door to door was not on anyone’s radar and “freesheets” were starting to be of interest. Postal sector distribution […]

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Leaflet distribution didn’t help the Lib Dems!

15 June 2017

As the nation emerges from the General Election, the air is still full of recrimination. The loudest noises emanate from and surround those who perhaps lost, or are deemed by many to have lost. In Broxbourne, political door drop leaflets were alive and flourishing, with the three major parties each delivering at least one leaflet […]

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Interesting creative from British Gas

12 May 2017

It’s been some time since we received a door drop which in our opinion, really creates standout on the doormat, so take a bow British Gas and their creative agency On the right hand side, you can see this interesting creative that arrived recently. Along with targeting and the efficiency of the final mile delivery, the […]

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The Everchanging Face Of Targeting

8 May 2017

Berwick is a town in Northumberland. Plymouth is a city in Devon. Havering is one of the 32 London boroughs. So what do they all have in common? Not a lot really; as one of our retail clients has recently discovered. Launching a new service into their nationwide stores, door drops were selected as a primary element of […]

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A tale of two Media Directors

1 November 2016

A few weeks ago I had back to back meetings in London with two media directors of agencies which use door drops within the marketing mix for their clients. One was an existing client, the other a client of a competitor. Both meetings were requested by the media directors, because they wanted to hear more […]

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Just how popular are door drops?

4 October 2016

In the last month or so, there have been multiple postings on LinkedIn about Royal Mail’s “Fresh Thinking on Door Drops” booklet. Whether the contents necessarily reflected the thoughts of “the best minds in the (door drop) business” is debatable, but the content was generally good and thought provoking. Surprised that these best minds promoted […]

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