DOOR TO DOOR MARKETING

What is Door to Door Marketing?
Door to Door Marketing or Letterbox Marketing (as opposed to Direct Mail using the postal service) is a low cost way of distributing your literature direct to the public through their letterboxes.
Literature is normally distributed in two ways – via NEWSHARE or SOLUS. 

RESPONSE GENERATION NEWSHARE
This is where your literature is distributed alongside an established local free newspaper and is recognised in the industry as providing the best value for money, being the most cost efficient distribution method.  Although it makes up a nationwide network to 17,5 million homes, Newshare will not give you total coverage. For example, it excludes such areas where there are secure access blocks which refuse to allow free distribution items, isolated properties, or areas deemed to risky for delivery people to work in. 
Wherever possible only newspapers with the Audit Bureau of Circulation’s Verified Free Distribution certification (VDF) are used.  Delivery normally takes place between Wednesday and Friday.  The Newshare method of distribution has the advantage of being extremely low cost with short lead times.

SOLUS 
This is an independent delivery service, where items are delivered on an individual basis.  This is particularly useful for areas not covered by the Newshare distribution network – or for items too large or unsuitable for delivery alongside a free newspaper.
 
ROYAL MAIL DOOR TO DOOR
Royal Mail also provides a solus leaflet delivery service where leaflets are delivered alongside addressed mail by uniformed post people. Although expensive and with long lead-times, this service has the advantage of reaching up to 26 million homes nationwide, including normally hard to reach urban and rural areas.

MARKET ANALYSIS
Your literature is targeted by postcode which enables accurate geographical selections to be made.
These selections can also be ‘overlaid’ with geo-demographic data such as CACI’s ACORN (A Classification of Residential Neighbourhoods) and CNN Experian’s systems.  What this means is that we can provide more sophisticated selections according to age, gender, income and occupation together with other lifestyle and financial data. We can also target using TV, radio, drive time or store catchments areas.
These systems group consumers into a number of categories enabling you to target potential customers with greater precision.

TARGETING DATA
Often you want to know where you can reach a specific type of person or household relevant to your customer profile. i.e. your target market. The best way to do this is to run a comparison of your customer address file with our base data.  In this way we can identify the most productive households (look-alikes) in the area you want to target.
A statistical report can provide the information you need by ranking postcodes in order of the highest penetration of your target market. This report will give you the following data:

1. Number of targets – the number of households that fall within your selected target in your selected area.
2. Base – the total number of people or households within your selected area.
3. Percentage – the % of targets within your selected area.
4. Index – a ranking targets against the national average

CREATIVITY
A door to door item doesn’t have to be a simple leaflet.  At Response Generation we can produce the right creative product to stimulate interest and produce action. Please see our range of Mailboosters at www.mailboosters.com
From concept and design through to the finished copy and photography, Response Generation provides big ideas to get attention and generate consumer action. Our links with major print houses also means that we can provide extremely competitive print prices.

LOGISTICS
The Newshare distribution service would be a logistics nightmare for most people. But with Response Generation it’s already in place, established and working.  A permanent field force with distributors servicing the same households each week is employed.  Typically a distribution team consists of 4 distributors and a supervisor with each team overseen by an area manager who will make unscheduled calls and check backs.
This network, with its built-in checking facility (around 9000 back checks each week), qualifies this leaflet distribution service for VERIFIED FREE DISTRIBUTION accreditation. In addition we sit on the Direct Marketing Association Response Management Committee and the delivery network is regularly validated by STEPCHECK.  This is an independent body that measures distribution efficiency and audits the accuracy of deliveries.  

YES IT WORKS
In a recent survey carried out by the Direct Marketing Association, over 1,000 adult householders were asked this question:
How useful do you find the following list of leaflets and other items put through your letterbox?

PERCEPTION is "Consumers don't find door drops useful"
SURVEY reveals between 62-71% of Consumers claim samples, coupons, leaflets and offers are useful.

Survey carried out by: BMRB Omnibus/Synergism for the DMA