WRITTEN ON June 17th, 2010 BY peter AND STORED IN Leaflet Distribution

With door drop attracting some criticism following Royal Mail’s recently announced Door to Door changes, it is pleasing to see a more realistic picture of its worth proved by some research we came across Down Under.

Conducted by Synovate and reported by the New Zealand Herald, the research looked at the degree to which a demographically representative audience of 319 people engaged mentally with different types of advertising media.

The research team concluded that advertising media fall into three different groups, as detailed below:

1. The annoying: Interruptive, usually irrelevant approaches such as email and text spam, telemarketers and those who approach you in person.
2. The attention-getters: Television is unsurpassed at grabbing one’s attention, but so is unaddressed mail which we have repeatedly found to be highly effective (junk mail certainly being a misnomer).
3. The quiet achievers: Less intrusive advertising that is high on relevance and/or content, such as newspapers, opt-in emails, magazines, direct mail and point of sale.

This research supports what we bang on about at length in this blog - for an advertiser, door drop is an extremely effective way to get your product or service noticed, recognised, considered, appreciated… but most importantly, that bit closer to the ultimate goal of being purchased.

So if you’re looking for advertising that grabs attention without blowing your budget, you could do worse than a leaflet distribution.