Consumer responses to door drops

Door drops are an undervalued – and often overlooked – channel, but research reveals that they are the one of the most frequently recalled and responded to form of advertising. They can also work well in tandem with other media which enables marketers to localise and target campaign messaging.

Using DataTalk, TGI and TNS Consumer Panel and Insight Exchange data, this 2010 MMC report also details the popularity of door drops with UK consumers – especially word-of-mouth advocates – compared with other media including email, online, TV and newspaper advertising.

It highlights what they think of this medium and its effectiveness as part of the media mix in delivering a tangible return on investment.

Key findings include:

• Under 35s are up to 39% more likely to respond to door drops than the average UK adult but receive the least amount of advertising, representing an untapped opportunity.

• Consumers in the ABC1 social class are 18% more likely to respond to door drops than C2DEs.

• Combining door drops with direct mail boosts campaign effectiveness and helps attract new customers and develop relationships with existing and lapsed ones.