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Leaflet distribution - fact vs fiction.

Byline: Robert Greener of Roam Door to Door

OVER the years, a number of myths have been created about (unsolicited mail) leaflets arriving through your letterbox.

Certainly not everyone is delighted to receive such material, but the majority of people use or act upon it.


As many as 79% of recipients keep, pass on or glance at leaflet distribution items; 38% keep it for a few days, whilst 13% retain it for a week or more.

These numbers are staggering given the cost-effectiveness of a door drop marketing/leaflet distribution campaign versus other forms of marketing for your business or product.

However, they get even more remarkable if you throw into the mix free samples and money-off coupons.

When the Direct Marketing Association of England carried out a survey to discover the impact of such items, it discovered that an enormous amount of people - 71% of those questioned - said they found free samples delivered through their letterboxes useful, 66% said the same for supermarket offers, 62% for money-off coupons and 47% for new product leaflets.

So if you are considering a doordrop marketing campaign, it is really worth considering some form of offer specific to the leaflet, to both drive up the response to your marketing message and to accurately monitor your return on investment from this form of marketing.

Door-drop marketing/leaflet distribution works because you have a marketing opportunity on every household's mat that you land on. Therefore, there are some things you really need to consider.

Printing both sides of a door drop item so the it can land either side up.

Making an offer specific to the door drop item so you can accurately monitor your return on investment.

Using a short sharp marketing message as you have a short window in which to appeal to the recipient.

Finally, if at all possible some sort of free sample / money-off voucher or offer included on the leaflet will really drive up responses.

Robert Greener can be contacted on 0191 499 0 777 and 07435 784 809 or
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Copyright 2012 Gale, Cengage Learning. All rights reserved.

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Title Annotation:Features
Publication:The Journal (Newcastle, England)
Date:Oct 25, 2012
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