Door drop volumes – an update

by Graham Dodd on 06/08/2013

July traditionally kicks off the summer season when many marketers reign in their advertising spend, with much of the world on holiday at increasing rates as the month passes by.

For others of course, the leisure industry in particular, summer is peak season and although that was not reflected in the mix of items we received in Cheshunt, it was reflected in our business.

The month started with a bang, w/c July 1st seeing us receive 15 items; equalling our record high from a week in May (although it has to be said that was slightly inflated by one grocery retailer having his items dropped with both local free newspapers one week – bad planning or tactical?!).

But volume quickly fell away with the following weeks volumes falling to 6 and 3 respectively, but the last two weeks returned closer to normality seeing the average weekly receipt in the 5 weeks of July as 7.8 items, one of our lower months of the year, but not a real surprise.

Now in August, we would predict volume may stay at July’s level, but we would expect volumes to start to increase as September arrives.

Our weekly average receipt for the year to date is now exactly 9.

Local solus activity contributed just in excess of 46% of all items received, with Royal Mail door to door contributing just in excess of 28% and free newspapers the remaining 26%.

Annually, the local solus market’s contribution is just over 50% of all items received, whilst Royal Mail and free newspapers pretty evenly split the balance.

One interesting statistic to emerge from July’s solus activity, was that exactly 50% of all items received were charity bags.

Add a couple of charity items received via Royal Mail and free newspapers in the month and the charity sector contributed 28% of all items in the month, “beaten” only by retail with 31%.

One interesting touch from British Heart Foundation.

Having left a bag outside for collection on the nominated morning, the driver actually posted a thank you note through the letterbox – but we have not counted that in our poll!

Another interesting fact is that w/c July 29th saw us receive no retail items from any source.

Creatively there was nothing really eye catching during the month.

Some of the most regular retail and direct response clients continue to roll out the same leaflets each week/month and the charity bags all pretty much look the same, but we were attracted to a leaflet from one of our local restaurants.

It was still rather bland and lacking a bit of excitement, but their summer menu of reindeer, venison, bison, kangaroo, crocodile and springbok steaks certainly caught the eye!

No mention on the leaflet however of price, how and where to book a table and no promotional offer, making the leaflet a little unappealing, and we have yet to be tempted!

So we will now see what August brings and report further in early September.

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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