Facts

Worthing Direct Leaflet Distribution Services

- Worthing’ premier leafleting company!

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Austerity heralds a revival of the door-drop leaflet

British Marketing Survey data for the final quarter of 2010 bolsters the view that response rates from door drops justify the outlay. Leaflets through the door led to a near 7% response rate in the quarter – the highest of all media – with its nearest rival, TV, on 4.9%.

It is not just the response rates and low costs that brands like about door drops. Some also argue that leaflets – far from restricting creativity with a limited platform – provide stand-out in an increasingly fragmented media landscape. Research by Data Talk commissioned by Royal Mail found that 87% of consumers recalled leaflets posted through the door, compared with 69% for TV, 35% for email and 30% for online ads.

* taken from Marketing Week’s article - Austerity heralds a revival of the door-drop leaflet.

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Perception vs Reality – Exploding the Myths.

Leaflet and flyer distribution is a highly successful medium for reaching new customers, as the following facts from research carried out by the Direct Marketing Association (DMA) illustrates.

Perception: “The majority of consumers do not like receiving marketing material [such as leaflets & flyers] through their door.”

Reality: As many as 79% of recipients keep, pass on or glance at door drop marketing material [such as leaflets & flyers]; 38% keep it for at least a few days, whilst 13% retain it for a week or more.

Perception: “Consumers don’t find door drop marketing material [such as leaflets & flyers] useful.”

Reality: 71% of those questioned said they found free samples delivered through their letterbox useful; 66% said the same of supermarket offers, 62% of money-off coupons and 47% of new product leaflets.

Perception: “Consumers don’t find door drop marketing material [such as leaflets & flyers] as useful as they used to.”

Reality: DMA research shows that consumers generally find promotional material [such as leaflets & flyers] delivered through their letterbox approximately 10% more useful than they did in 1995.

Perception: “Consumers who reject the medium don’t find door drop marketing material [such as leaflets & flyers] useful.”

Reality: Even among those who, in research, initially claimed to reject door drop marketing [such as leaflets & flyers], 52-63% still said that the material was useful.

Perception: “Door drop marketing material [such as leaflets & flyers] does not have the impact of direct mail.”

Reality: 79% of people keep, pass on, read or glanced at door drops – same as direct mail.

Perception: “People don’t keep door drop marketing material [such as leaflets & flyers] that long.”

Reality: 38% of door drop material [such as leaflets & flyers] is kept for at least a few days and 13% is kept for a week or more.

Perception: “Door drop marketing [such as leaflets & flyers] doesn’t work.”

Reality: 48% of consumers had visited a shop, sent for information, or bought a product having received promotional material through their letterbox.

Perception: “Door drop marketing [such as leaflets & flyers] doesn’t work as well as direct mail, TV or press.”

Reality: 48% of consumers responded to door drop marketing material compared to 47% for direct marketing, 47% for television and 60% for press advertising.

* Taken from the Direct Marketing Association’s Users Guide to Door Drop Marketing

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Worthing Direct Leaflet Distribution Services covers the following towns & villages:

Worthing | Littlehampton | Shoreham-by-Sea | Lancing | Rustington | Southwick | Sompting | Ferring | East Preston | Angmering

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