“DOOR DROPS THE FICTION AND THE FACTS”

Source: BMRB Omnibus/ Synergism

“DOOR DROPS THE FICTION AND THE FACTS”

Door drops Usage and Attitude Study

March 2001


BMRB Access Omnibus Study

• Nationally representative sample of 1072 adults aged 15 and over

• Random Location Sampling• Computer Aided Personal Interviewing• Fieldwork: March 1st - 7th, 2001• Follow up to June 1995 Survey


DOOR DROPS

Perception vs. Fact


ENJOYMENT

Perception

“The majority of consumers do not like receiving door drops.”


ENJOYMENT

Perception

“The majority of consumers do not like receiving door drops.”

Fact

But then neither do they enjoy TV or

press advertising that much


ENJOYMENT OF ADVERTISING IN DIFFERENT MEDIA

33 2959

23 31

2136 3316

9 7 4

0%10%20%30%40%50%60%70%80%90%

100%

Enjoy Watching TVAds

Enjoy Press Ads Like to receiveDoordrops

Disagree Strongly Disagree Slightly Agree Slightly Agree Strongly

Base: 1072

(Total Sample)


ENJOYMENT

Perception

“The majority of consumers pay a

great deal of attention to TV and press

advertising.”


INVOLVEMENT IN OTHER MEDIA

Base: 1072

(Total Sample)

8 11 5 5

28 2614 13

38 3344 38

26 29 36 43

0%

20%

40%

60%

80%

100%

1995 Don't takemuch notice of TV

Advs

2001 1995 Tend to flickquickly over press

ads

2001

Disagree Strongly Disagree Slightly Agree Slightly Agree Strongly


ENJOYMENT

Perception

“The majority of consumers pay a

great deal of attention to TV and press

advertising.”

Fact

62% Don’t take much notice of TV Ads

81% Flick over press Ads


USEFULNESS

Perception

“Consumers don’t find door drops useful.”


USEFULNESS OF DOORDROPS

Base: 1018All adults who receive doordrops or direct mail

% very + quite useful

1218

3236

42454547

626668

71

30

Finance

Furniture

Mail Order

GENERAL

Charities

DIY

Official Govt.

Local Companies

New Product Leaflets

Money Off Coupons

Supermarket Offers

Free Newspapers

Free Samples


USEFULNESS

Perception

“Consumers don’t find door drops useful.”

Fact

Between

62 – 71%of consumers claim

samples, coupons, offers are useful


USEFULNESS vs. 1995

Perception

“Consumers don’t find door drops as useful

as they used to.”


USEFULNESS (vs 1995)

Base: 1000 (1995)

1018 (2001)


30

32

45

47

47

62

68

71

24

48

51

47

57

67

61

29

Mail Order

GENERAL

Offical Govt.

Local Companies

New Product Leaflets

Money Off Coupons

Free Newspapers

Free Samples

2001 1995


USEFULNESS vs. 1995

Perception

“Consumers don’t find door drops as useful

as they used to.”

Fact

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.”


USEFULNESS AMONGST REJECTORS

Base: 685All adults who receive doordrops or direct mail and don’t find them useful in general


59

2427

3143

3331

5256

6263

Finance

Furniture

Mail Order

Charities

DIY

Official Govt.

Local Cos.

New Products

Money Off Coupons

Supermarket Offers

Free Newspapers

Free Samples


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

“Door drops do not have the impact of

direct mail.”


IMMEDIATE ACTION

Base: 1018All adults who receive

doordrops or direct mail

21 21 2413

47 55 37

28

26 1922

20

0 01

5

1533

64

0%

20%

40%

60%

80%

100%

Direct Mail Door Drop Retail Money Off

Throw Glance Read Pass On Kept


IMPACT

Perception

“Door drops do not have the impact of

direct mail.”

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.”


TIME LEAFLETS KEPT

Base: Those not throwing away

5062

26 21

3325

2925

8 6

14 23

4 4

8 13

4 1

88

2 213 9

0%

20%

40%

60%

80%

100%

Direct Mail Doordrops Retail Money Off

A Day Few Days Week Fortnight Month Longer


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


EFFECTIVENESS

Perception

“Door drops don’t work.”


Door drops

Direct Mail

TV Press

Visited a shop

% 27

% 22

% 26

% 29

Sent for Information

20

22

11

25

Bought A product

15

17

20

22

Any of these 48 47 47 60

SPEND

Purchase or Shopping ActionActions Ever Taken as a result of Media

BASE: 1018All adults who receive doordrops & direct mail


EFFECTIVENESS

Perception

“Door drops don’t work.”

Fact

48% of consumers visited a

shop, sent for information, bought a

product having received a door drop


COMPETITIVENESS

Perception

“Door drops don’t work as well as

direct mail, TV or press.”


Purchase or Shopping Action

Door drops

Direct Mail

TV Press

Visited a shop

% 27

% 22

% 26

% 29

Sent for Information

20

22

11

25

Bought A product

15

17

20

22

All of these 48 47 47 60

SPEND

Actions Ever Taken as a result of Media

BASE: 1018All adults who receive doordrops & direct mail


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


“WHATS SO GOOD ABOUT DOOR DROPS THEN?”

•Useful•Stronger •Impactful•Retained•Effective•Responsive•Competitive

Documents

“DOOR DROPS THE FICTION AND THE FACTS”