Door drop volumes – an update

by graham on 01/07/2013

Another month has quickly passed and after the relatively “quiet” month of May, the first three weeks of June saw a return to form, with an average weekly receipt of just in excess of 10 items.

Interestingly, w/c 24th saw no distribution from Royal Mail (the second week this year), nothing from the primary coverage free newspaper, but three items with the secondary coverage newspaper (query media policy of door drop supplier/s?), plus five solus local items.

Those items made the weekly average for June 9.75 and 8.96 for the year to date (in comparison to the DMA’s new average for 2012 – 5.3).

A couple of our “readers” have recently asked about door drop frequency.

Drawing on what I must be honest and say is quite historical experiences and specifically relating to lead generation activity most commonly for “home improvement” clients, my answer has been once every 12/13 weeks.

Several years testing certainly demonstrated that at the time.

Response levels were maintained if households were not covered more than once a quarter AND copy was changed at least once a year, preferably twice.

But analysing our 2013 door drop monitor revealed some interesting facts.

One home improvement company has so far delivered ELEVEN leaflets to my house, 9 which are the same through one free newspaper title and two different, larger leaflets through Royal Mail D2D.

That’s one every 2.4 weeks!

One major grocery retailer (but with a relatively small presence in Cheshunt) has delivered SIXTEEN leaflets to my house, all via the same free newspaper (which has the lowest coverage available in my sector?).

That’s one every 1.7 weeks!

Grocery multiples I can understand, as the primary objective of the leaflet is to drive footfall into stores to encourage purchase and groceries are a weekly purchase.

Door drop success can presumably only be measured by footfall and sales and if you sell out of baked beans at a discounted price, presumably the door drop worked?

But what about the direct response leaflet; is 11 this year to date overkill – what do you think?

Perhaps the company are testing and will tweak their marketing plan by the results, but then again, if that package is working why change!

I recently blogged “as a consumer” about the irritating (fortnightly) regularity of email from some companies and would consumers feel the same about door drop leaflets advertising a product which is a very occasional purchase I would assume i.e. you buy once and won’t have the need again for years?

Unfortunately they are not a TLC client so I cannot expand upon my thoughts, but if any reader/client wishes to post a comment about frequency without necessarily revealing any of their trade secrets, please feel free.

PS: And the award for the most interesting leaflet last month goes to : a door drop company!

Alongside a couple of leaflets delivered earlier this month, the distribution company in question delivered their own leaflet.

On one side it promoted their door drop services, but on the reverse, was a clever scheme to monitor receipt of the leaflet/s.

Consumers were invited to visit the company’s website, answer a short range of questions and leave their personal details, in reward for which they became a member of that week’s National Lottery syndicate – with the lottery numbers printed on the leaflet.

Rather than employ area managers or an independent telephone research company to backcheck distributions, this innovative concept acts as a checking system, a lead generator and apparently, a recruitment tool!

Well done!

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– who has written 60 posts on Letterbox Consultancy for Door Drop Marketing.

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