Positive results from selective distribution

OVER the last five years, the volume of leaflets dropping through UK letterboxes has fallen by 11%.

OVER the last five years, the volume of leaflets dropping through UK letterboxes has fallen by 11%. While that may not look to be a huge percentage, in reality it represents a drop of over 5 billion leaflets!

Back in 2005, the number of door drop items reaching letterboxes across the UK stood just short of 12 billion.

Fast forward to 2011 and that number is significantly reduced, with door drop items hitting a mere 7 billion across the UK.

This shocking statistic represents a colossal slump in this marketing sector.

Yet, and perhaps more surprisingly, is the amount of money invested by clients in this particular marketing sector.

Despite the reduction in volume of door drop items, the financial spend on leaflet distribution remains the same. The primary reason for this unusual trend is down to selective distribution.

Both users and providers of this marketing medium have become better at selective distribution, with exceedingly positive results across the board.

Selective leaflet distribution, in short, is getting your marketing material to the people who are most likely to be interested in your business and the products and services you are offering.

This targeted approach refines your campaign and works much better than distributing your leaflets to everybody, in the hope that you may attract additional interest from people outside of your target market.

As we push further into 2013, an increasing number of door drop customers are choosing to streamline their marketing campaign by targeting a particular demographic or working to a more specific remit.

By choosing this approach, the door drop industry as it stands has outperformed the total UK advertising expenditure across the 1990s and 00s.

This reflects the increasing maturity of selective leaflet distribution within this marketing sector.

However, selective leaflet distribution does not operate solely on a demographic basis.

A successful campaign makes better use of client data and other targeting techniques, improving the efficiency and relevance of your campaign.

While this naturally leads to a reduction in production volume, the higher unit price has meant the market revenue has sustained.

So while fewer leaflets are going through UK letterboxes, the impact is potentially greater than ever before.

This, I believe, is great news for everybody concerned.

Firstly, for the British public: not only are they getting fewer leaflets pushed through their door, they are receiving only relevant leaflets containing information they are most likely to be interested in.

Secondly, for distribution companies: The market has proved resilient to the recent economic challenges whilst showing its ability to further evolve.

And finally, for door drop users: more customers are now able to hear your message.

Robert Greener of ROAM distribution


David Whetstone
Culture Editor
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Business Editor
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Sports Writer