Door drop volumes – 2016

by Graham Dodd on 07/07/2016

With 6 months of the year gone, it’s a good time to review door drop volumes in comparison to the last couple of years.

Looking back, our volume monitor for 2014 showed nearly 450 items delivered through the year at a weekly average of 8.6, but that fell by virtually 100 items in 2015 resulting in a weekly average of 6.8.

Our 2014 average of 8.6 compared to the DMA’s 4.5 and we suspect our 2015/6.8 score will also have been higher than the DMA figure, but that has yet to be determined as despite members submitting data in January/February of this year (including us) results are still to be released.

Up to last week, we have received 210 items at an average of 8.1 per week, so almost back on par with 2014.

Most interestingly, while volumes have soared this year so far, market share has barely changed in comparison to 2015 statistics.

Local shared/solus distribution maintains the largest share of the volume at c. 60%, Royal Mail door to door has increased marginally to 34% (from 32%), whilst free newspapers continue to erode down to 6% from 9%.

Free newspapers’ 6% equates to just 13 items in 26 weeks.

Retail has retained its position as the largest business sector with 52% of all items distributed, virtually the same as last year, but still down on 2014 which is interesting given that overall volumes are pretty much the same.

Unsurprisingly, retail is the largest market for all three disciplines with Royal Mail D2D @ 56%, newspapers @ 85% and solus @ 46%.

Local businesses are the next largest area with 19.5% share, of which local shared/solus distribution accounts for 95% of the volume!

Charities come in third with 12.9%, most of which is clothes collection bags (solus again the primary supplier), whilst direct response items come next with 10.5% where Royal Mail are market leaders with 86% of that volume.

Against a Brexit background, when many predicted uncertainty in the run up to the polls, the medium has held up perhaps better than many expected and now the result is known, it will continue to be of interest as to how the medium performs in the coming months.

The summer period always sees volumes dip with large swathes of the population on holiday, so September/October will probably provide a better yardstick to the health of the medium.

At TLC our clients’ businesses continue to flourish, but we have noticed an increase in shorter lead times and “how quickly can you” enquiries.

Sometimes that is detrimental to the quality of the media plan we can present to clients if insufficient lead time makes accessing some opportunities impossible and/or limits the scale of the response we can provide.

By talking to us as early as possible in your planning cycle we are always happy to create a bespoke critical timeline for you and advise on how best to achieve your promotional objectives without entering into a financial commitment.

And of course, our unique door drop opportunities like Yellshare and SMART-Drop can only add value to your door drop plan.

This article was written by...

– who has written 86 posts on Letterbox Consultancy for Door Drop Marketing.

Graham Dodd is the founder of The Letterbox Consultancy - he has over 40 years of experience in the door drop industry and remains at the forefront of innovation in the business.

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