Fact or Fiction
Theory – 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
Theory – Consumers don’t find door drops useful
Fact – Between 62 – 71% of consumers claim samples, coupons, offers are useful.
Theory – 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
Theory – Consumers who reject the medium don’t find door drops useful.
Fact – Even amongst initial rejecters of the medium between 52 – 63% of rejecters claim samples, coupons, offers are useful.
Theory – 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
Theory – People don’t keep door drops that long.
Fact – 38% of door drops are kept for at least a few days and 13% are kept for a week or more.
Theory – Door Drops don’t work
Fact – 48% of consumers visited a shop, sent for information, bought a product having received a door drop
Theory – Door drops don’t work as well as direct mail, TV, or press.
Fact – 48% of consumers responded to a door drop vs. 47% direct mail, 47% TV, 60% press
What’s so good about door drops then?