The start of a long process

by Graham Dodd on 04/02/2013

When the DMA Door Drop Board Committee released the 2011 door drop volume statistics last Autumn I was under whelmed.

I thought, and still think based upon a straw poll of one in Cheshunt, that despite the difficult times that existed in 2011, throughout 2012 and into this year, weekly volumes were higher than the 5.1 stated by the DMA.

Now I understand that for there to be average, some areas will score more highly than others and perhaps I live in an area highly rated for door drops, but even so.

I ran a poll on the subject in 2012 and despite what I think was some dirty (competitive?) voting – a rash of no’s to the question about volume all within an hour on one day – 60%+ of people who voted still thought they received more than the claimed DMA national weekly average.

Several of my peers emailed me privately to endorse my claims.

So I still think I’m on the right track.

I think the issue was that the Board Committee, dominated by what one would call the major players in the door drop community, under estimates the volume of activity that is not on their radar i.e. the smaller, more local business (and long may it continue, it’s an interesting area of what we do!).

So this year, I have set out to be more scientific!

I am religiously recording everything which comes through my letterbox; by day, by discipline, by client.

Each month, I am going to “update” this blog and keep you informed of how many items I receive, but I’m also going to tell you the split by discipline (something the DMA don’t do!).

I’ll also be looking at business sector volumes. Something else the DMA don’t do.

And I promise to be honest!

And if something creative catches my eye, I’m going to write about it.

Door drops don’t need to be boring and there are enough clever people out there to design items that will stand out on the doormat and create the cut through so often spoken about.

But there is nothing that has caught my eye this month!!!

What I can tell you is that the weekly average for January was 7.25 – higher than last year’s DMA average already!

The split by discipline was 27.5 % Royal Mail D2D, 27.5% free newspapers and 45% solus or shared.

So January’s result bears out my initial feelings, but there is a long way to go in the year and it will be interesting to see how this plays out over the next 11 months.

If any of you want to join me in this quest, happy for you to feed me data, which I will gladly merge with my own findings.

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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