What Is Door to Door Leaflet Distribution
1) LOGISTICS OF DELIVERY - Finding the delivery point
With door to door distribution, the first thing to remember is that we are delivering unaddressed material and we cannot, therefore, guarantee to find or get to every single letterbox.
In fact, some properties do not have letterboxes and some have letterboxes in unusual places. Also, sometimes we cannot get into flats too.
If the deliverer is unfamiliar with the area he or she is delivering to it is very unlikely they will find all the relevant properties and all the letterboxes.
We aim to deliver to every letterbox in the drop area, however it is not usually possible to achieve 100% penetration with unaddressed material.
At DOR-2-DOR, we generally achieve better than 95% coverage, therefore on a run of 10,000 households (a typical drop) 500 households may not get one.
There is no unaddressed leaflet distribution service (including the Royal Mail that guarantees 100% coverage.
2) UNADDRESSED ITEMS - Who is the recipient
With door to door distribution, we are delivering material that is unaddressed and not to any particular person or individual at the address and your material may be being delivered with other leaflets.
We cannot guarantee that the resident who picks up the leaflets will pass the leaflets to other or all members of the household. In fact, many leaflets are consigned to the dustbin immediately.
Research (by the Direct Marketing Association – DMA) has shown that the average response to a door drop from door to door distribution across a wide range of product areas and geographical locations is 0.9%.
Our experience is that Pizza Parlours can get as much as 10%, whilst window installation companies (usually with a high individual sale value) may only get .05%. It is still a highly effective form of advertising.
3) EFFECTIVE BACKCHECKING - Specific techniques must be employed
It has been proven by The Front Door Ltd (the premier door to door research company and, member of the Direct Marketing Association) that on average 50% of householders do not remember receiving the material that comes through the letterbox from door to door distribution.
When backchecking is undertaken, to be anywhere near effective it must be carried out scientifically. This means that the canvasser must not only ask the householder if they have received a particular leaflet in question but they must also ask the householder if they remember seeing any other of the leaflets that were delivered with it.
The individual leaflet in question must be shown to the householder and if they don’t remember receiving that leaflet all the other leaflets, in turn, must be shown to the householder. Doorstep or other face to face backchecking using any other techniques will produce inaccurate information.
4) MANAGED DELIVERERS (Post-People) - Careful training
DOR-2-DOR Post People quite often do not live in the area they are delivering to. It is possible due to non-familiarity with the area that the odd house – on a corner, tucked away in a cul-de-sac, two households that look like one, or a property with a ferocious dog warning – may not be delivered to.
At DOR-2-DOR we carefully train our deliverers on how to put the leaflets through the letterboxes for maximum impact on the doormat. We give the deliverer a detailed map of the area they are delivering to with the streets shown. This is based on the very latest information, but it should be remembered that maps can often be out of date the day they are published.
New properties and housing estates (both large and small) are being built all the time. However, DOR-2-DOR deliverers are given a report sheet on which they are required to state exactly how many properties they have delivered to and any building etc that they could not gain access to.
5) DOR-2-DOR Backchecking
At DOR-2-DOR we give the deliverer one of our own leaflets to accompany the customer leaflets. Our leaflets advertise our services and our requirements for Post-People.
We also have a leaflet called Are We Delivering? which asks the householder to tell us if we are doing our job properly, e.g. did we push the leaflets right through the letterbox? And did we shut the gate? Householders are also asked to become Secret Shoppers and can be asked if they have been delivered to by DOR-2-DOR.
Surprisingly perhaps a useful number of people are prepared to do this for us and this system has proved effective over a number of years.