Door drop volumes – 2015

by Graham Dodd on 08/04/2015

The 5 week month of March produced an average weekly receipt of 7.4 items, slightly lowering the year to date average to 8.1.

W/c 16th slightly surprisingly produced the highest individual weekly receipt – 11 – but only one Spring/Easter orientated item for Van Hage, a large local garden centre.

We would have predicted w/c 23rd as being the busiest week in the lead up to Easter, but it only produced 7 items though there was evidence of Spring with brochures from B & Q and Decathlon, whilst we also received – via free newspapers – a coupon from Rubicon chilled juice drinks (more later!).

Easter week was very quiet with just three items.

Royal Mail door to door and solus drops were virtually neck and neck this month in terms of volume output, 46% and 49%, with free newspapers contributing just 5%.

In the year to date, solus with 52% market share are still the leaders, Royal Mail D2D comes in with 39%, leaving free newspapers with just 9% – how times change!

Retail remains by far the largest industry sector with 51.5% of all items received, local business contributed a further 20.1% and direct response clients a further 11.5%, with the balance mainly split between charities and telecoms.

In TLC towers, March was an incredibly busy month and whilst our client business area split was similar to our version of the national statistics, lots of retail activity and quite a lot of direct response, it was also a very busy month for the public sector – many clients using the medium before Purdah.

Back to Rubicon.

Delivered (inside) our free newspaper, the item immediately caught my eye as I turned the pages, not brash, but certainly bright.

The 50p coupon only redeemable through Tesco stood out from the creative, but for a coupon only received on March 18th, we were somewhat surprised that the coupon expired on April 13th – just 28 days to redeem?

It is of course impossible to forecast weather when planning a door drop campaign for a chilled drink, but its not been great so far this year, so why limit the validity period? Surely allow consumers to redeem as the weeks pass by and the weather (hopefully!) warms up?????

The leaflet made me go on the website, where the alternating home page screamed at me – Win a Commonwealth holiday – announcing Rubicon are proud sponsors of the Glasgow 2014 Commonwealth Games – oh dear!

And a (not so presumably) new coconut water drink has landed – yet no mention of the coconut drink on the leaflet where the flavours are Guava, Mango and Lychee.

Oh well, perhaps an opportunity for somebody to sell the brand some joined up thinking.

This article was written by...

– who has written 34 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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