Door drop volumes – 2014

by Graham Dodd on 11/03/2014

Our predicted decline in the volume of door drop items received in February in comparison to January was correct, with ‘just’ 33 items being received, a weekly average of 8.25.

Combined with January’s total of 47 items, the year to date figure of 80 does however see the overall weekly average increase to exactly 10.

Delivery of the items was pretty evenly split between the three options, with solus drops enjoying 39.40% market share (13 items) and both Royal Mail D2D and free newspapers (10 items) coming in at 30.30%.

But when amalgamated with January’s breakdown those statistics read solus with 45% (36 items), followed by Royal Mail door to door with 28.75% (23 items) and free newspapers the remaining 26.25% from 21 items.

One “strange” statistic which emerges from the analysis of each month and then the combined data, is that retail activity dominates the market (although that in itself is no surprise) with exactly 57.75% market share.

In February, direct response items contributed 15.15% of the total and charities 12.10% and those statistics increase to 20% and 10% respectively for the year to date.

The remaining 12.25% of the market is split between public sector, f.m.c.g. telecomms and local businesses.

By comparison, TLC’s own clients activity split in February was 51.25% charity, 21.30% retail, 9% leisure, 8.90% direct response, 5.50% academia and public sector 4.05%.

Our year to date business sectors splits are retail 38.45%, charity 27.60%, public sector 17.85%, direct response 8.25%, leisure 4.85% and academia 3%, reflecting our wide range of clients.

In January, we highlighted Domino’s as “client leader” with an item delivered by Royal Mail D2D in each week, a trend they continued into February, so 8 items so far this year (not including one in the first week of March as well)!

They are reasonably closely followed by Hillarys Blinds with another 3 items in the month (and 6 in the year to date) using a combination of Royal Mail D2D and free newspapers.

The Co-op’s exclusive use of free newspapers has seen them drop 5 items so far this year, with a slightly strange twist in that they used one title in our postal sector on four occasions (the one with the lowest household coverage?) and the superior coverage title just once?

Strange planning in our opinion.

Surely distribution should be through the title providing the greatest level of coverage around the store, but if you are going to alternate coverage between titles perhaps to generate coverage of different households, should the split not be more balanced?

The 5 week month of March will, as the month closes, open the door to Easter promotions which may well result in the total number of items received in the month increase from February’s statistics.

The “leisure” market has not really made an entrance in our marketplace analysis (apart from a local travel agent in January which we classified as retail), but that may change if not this month, certainly in the first two weeks of April.

This article was written by...

– who has written 28 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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