Effectiveness of
the Door to Door
Media
For ELMA
By Mark Davies
Circular Distributors Ltd.
The Benefits of
Door-to-Door
The latest DMA Door Drop industry research
provides some interesting new facts
Consumers find door drops 10% more useful than ever before
84% consumers regularly read door drops
62% consumers have acted as a result of receiving door drop items
71% consumers find door drops useful
44% consumers keep door drop items for a few days or longer
The Benefits of Door-to-Door
Q. What do you do with door drop promotional leaflets?
Throw away without
looking
16
Glance through but
throw away
55
Glance through and
keep a few
Only 16% throw away without
looking
24
Keep all and read or
glance through
5
0
10
20
30
40
50
Percentage of respondents (%)
Sample Base: 6873
84% of respondents at least
glance through
60
Door Drops
Perception
vs.
Fact
Enjoyment
Perception
Fact
“The majority of consumers
pay a great deal of
attention to TV and press
advertising.”
62%
Don’t take much notice of TV
advertising
81%
Flick over press advertising
Usefulness
Perception
Fact
“Consumers don’t
find door drops
useful.”
Between
62 – 71%
of consumers claim samples,
coupons, offers are useful
USEFULNESS vs. 1995
Perception
Fact
“Consumers don’t
find door drops as
useful as they
used to.”
Consumers find
door drops
generally
10%
more useful than
they did in 1995
Usefulness By Rejecters
Perception
“Consumers who
reject the medium
don’t find door
drops useful.”
Fact
Even amongst initial
rejectors of the medium
between
52 – 63%
of rejecters claim
samples, coupons,
offers are useful
Impact
Perception
“Consumers who
reject the medium
don’t find door
drops useful.”
Fact
79%
of people keep, pass
on, read or glanced at
door drops - same as
direct mail
Retention
Perception
“People don’t keep
door drops that
long.”
Fact
38%
of are kept for at least
a few days and 13%
are kept for a week or
more
Competitiveness
Perception
“Door drops
don’t work as well
as direct mail, TV
or press.”
Fact
48%
of consumers
responded to a door
drop vs 47% dm,
47% TV, 60% press
The Power of Sampling
94% believed samples give a better idea of the
product than advertising
75% use the sample within a ‘week or two’
71% give product sampling as the main reason for
switching to another brand
79% give product sampling as the main reason for
buying new products
52% prefer to receive samples through the door
Research courtesy of RSGB/Synergism
The Current Size of the
Door to Door Market
Year
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
6500
7000
7950
8470
9250
10170
11880
7.7%
13.6%
6.5%
9.2%
9.9%
16.8%
Volume (items)
millions
Year on Year
increase in Volume
%
Spend on
Distribution
£ millions
115
130
147
168
192
218
232
254
282
332
Total Market Size
(print and
production
included)
£ millions
344
389
440
505
576
654
697
761
846
997
Year on Year
increase in
Revenue
%
13.1%
13.0%
14.9%
14.0%
13.6%
6.5%
9.2%
11.2%
17.8%
Users of Door to Door
1997
2004
23
100
91
100
top advertisers utilise
Door Drops
top advertisers utilise
Door Drops
Source: Top 100 advertisers from Campaign
Recall Summary
However in spite of the growth, recall has improved
Door Drop
(recall)
TV
(recall)
2003
79%
78%
1995
55%
81%
Industry and CD Efficiencies
Circular Distributors outperforms the industry
average in independent validation tests:
Year
2002
2003
2004
Company
CD
Average
Industry
Average
CD
Average
Industry
Average
Newshare
87.8%
87.7%
90.6%
88.9%
87.1%
86.9%
Teams (All Solus)
80.0%
69.1%
90.1%
57.9%
87.5%
80.1%
Royal Mail
84.9%
Figures courtesy of Stepcheck
83.6%
CD
Average
Industry
Average
82.3%
Case History Results
Nestle Snack Stops – brand awareness up by 21%
PG Tips – recalled by 86%; 72% trial; 200,000 new
customers
Oxo – rate of sale doubled
John West – 190% sales uplift
Case History Results
Fructis Shampoo – 29% have purchased since
sampling
Renault Megane – increased sales revenue by £12
million
Philips Softone Light Bulbs – 36% opt-in, 8%
redemption, 540,000 new names on their database
Dairy Crest Clover – sales up by 60%
Unilever
Case Study
The Creative
The Campaign
Brand: Comfort Fast Dry and Vaporesse
Target audience: 28-44 year old
housewives, C1C2DE
QTY: 2m samples
Objectives: Encourage trial and drive
penetration
Approach: Twin samples with coupon
Research: Research Panel (control vs
mailed)
The Results
•
•
•
•
•
Coupon response: 8.7%
Average spend on brand increased by 20p
over 8 month period
2.5% increase in share attributable to Door
Drop
Penetration 3% pts higher within receiver
group vs. control group
Pay back achieved within 8 months