Door Drops The fiction and the facts
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- Lily Craig
- 8 years ago
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1 The majority of consumers do not like receiving door drops. But then neither do they enjoy TV or press advertising that much 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Enjoy Watching TV Ads Enjoy Press Ads Like to receive Doordrops Disagree Strongly Disagree Slightly Agree Slightly Agree Strongly
2 The majority of consumers pay a great deal of attention to TV and press advertising. 62% Don t take much notice of TV Ads 81% Flick over press Ads 100% 80% 60% 40% 20% 0% 1995 Don't take much notice of TV Advs Tend to flick quickly over press ads 2001 Disagree Strongly Disagree Slightly Agree Slightly Agree Strongly
3 Consumers don t find door drops useful Between 62 71% of consumers claim samples, coupons, offers are useful % very + quite useful Free Samples 71 Free Newspapers Supermarket Offers Money Off Coupons 62 New Product Leaflets Local Companies Official Govt DIY 42 Charities 36 GENERAL Mail Order Furniture 18 Finance 12
4 Consumers who reject the medium don t find door drops useful. Even amongst initial rejecters of the medium between 52 63% of rejecters claim samples, coupons, offers are useful % very + quite useful Free Samples Free Newspapers Supermarket Offers Money Off Coupons New Products Local Cos. Official Govt. DIY Charities Mail Order Furniture Finance
5 Door drops do not have the impact of direct mail. 79% of people keep, pass on, read or glanced at door drops - same as direct mail 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Direct Mail Door Drop Retail Money Off Throw Glance Read Pass On Kept
6 People don t keep door drops that long 38% of door drops are kept for at least a few days and 13% are kept for a week or more. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Direct Mail Doordrops Retail Money Off A Day Few Days Week Fortnight Month Longer
7 Door drops don t work. 48% of consumers visited a shop, sent for information, bought a product having received a door drop Door Drops Direct Mail TV Press % % % % Visited a shop Sent for information Brought a product Any of these
8 Door drops don t work as well as direct mail, TV or press. 48% of consumers responded to a door drop vs 47% DM, 47% TV & 60% Press. Door Drops Direct Mail TV Press % % % % Visited a shop Sent for information Brought a product Any of these
9 So, what s so good about door drops then? Useful Stronger Impactful Retained Effective Responsive Competitive
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