Each of the three options has its relative strengths and weaknesses, but access and use of the systems should be determined by individual campaign objectives. Key issues such as the size and weight of the distribution item, the lead time provided to implement the activity, the length of the distribution window, resource capabilities and of course budgets, will influence the selection of the route or routes to market.
Each of the distribution options can be used in isolation, but more and more commonly, media plans are implemented for clients by using the strengths of the systems in combination.
The industry has seen a decline in recent years due to a combination of the effects of recession and improved targeting opportunities. The DMA 2008 statistics showed an annual volume of just in excess of 9 billion items, with a market value of £832 million, including production costs.
2009 figures are expected to fall slightly lower than these levels, but already in 2010 there are signs of renewed client confidence and an increase in volume as the economy recovers.
Door-to-door distribution is a powerful medium in its own right, but when combined with broadcast media making reference to the door drops, its power increases significantly.
Direct Marketing Association research clearly demonstrates that over 71% of consumers find samples and coupons of use and over 68% find free newspapers useful. Even amongst initial rejectors (people who claim not to be influenced by door drops), when questioned further, 63% subsequently admit to using door drop material!
The door-to-door industry offers three primary routes to market; Royal Mail door-to-door (delivered alongside the morning mail), free newspapers (distributed alongside the free newspaper or solus on a day of the week other than when the newspaper itself is dropped) and team based systems, primarily where distribution is completed on a solus basis (just the client's item is dropped), or occasionally on a shared basis.
Separate DMA research amongst housewives, also identifies that they actually wait for the free newspapers to be delivered each week, to review the retail promotional offers carried with the newspapers, BEFORE undertaking their weekly shop.
So whether a local, regional or national client, door drop marketing should play an important role in your media mix.
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