Research, conducted into usage of and attitudes towards door drops, has highlighted the popularity and effectiveness of the medium.
96% of respondents said they were aware of receiving leaflets, free samples, circulars and free publications through their letterboxes, and on average, 72% of respondents had taken some action as a result of receiving unaddressed door drop items through their letterbox.
The research was conducted by Accubiz Research & Consulting for the Direct Marketing Association (DMA). Over 400 interviews were conducted in-home, with weights applied to the data to ensure that the sample reflected the demographic make-up of the UK population. The findings reveal that door drops are effective with 84% of respondents saying they and their families had taken action on receipt of a ‘money off’ coupon, while free samples and supermarket offers had promoted some form of action by more than 80% of the sample base.
Almost 80% of respondents had taken some action as a result of receiving either a National or Local Government leaflet. This is against a backdrop of relative indifference to general advertising activity. Overall, 52% of respondents agreed with the statement that they did not take much notice of what is being advertised on TV, rising to 56% for direct mail.
Among other findings, the research revealed that males, C2DEs and people from the South or Scotland were more likely to be happy to receive leaflets, free samples and circulars, while people aged under 35, females, ABC1s and people from the North are the most likely to notice the ads in leaflets and free samples.
When respondents were asked how useful they found different media as a source of advertising, 28% said they found leaflets and free samples very or quite useful. Free local papers scored best, with 43% of respondents saying they found them very or quite useful as a source of advertising. Free papers are one of the main delivery methods for leaflets for door drop items, along with the Royal Mail.
“The research is very encouraging and shows that people do actually find door drops useful and relevant to them. It also demonstrates that it provides them with a degree of information that they have to actively go and find in other media – reinforcing the role of door drops in the wider media mix, ” says Colin Keywood, a member of the DMA Door-to-Door Council and Managing Director of independent evaluation and research company, The Front Door.
