Effectiveness of the Door to Door Media For ELMA By Mark Davies Circular Distributors Ltd.

The Benefits of Door-to-Door The latest DMA Door Drop industry research provides some interesting new facts Consumers find door drops 10% more useful than ever before 84% consumers regularly read door drops 62% consumers have acted as a result of receiving door drop items 71% consumers find door drops useful 44% consumers keep door drop items for a few days or longer

The Benefits of Door-to-Door Q. What do you do with door drop promotional leaflets? 84% of respondents at least glance through Only 16% throw away without looking Sample Base: 6873

Door Drops Perception vs. Fact

Enjoyment Perception “The majority of consumers pay a great deal of attention to TV and press advertising.” Fact 62% Don’t take much notice of TV advertising 81% Flick over press advertising

Usefulness Perception “Consumers don’t find door drops useful.” Fact Between 62 – 71% of consumers claim samples, coupons, offers are useful

USEFULNESS vs Perception “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

Usefulness By Rejecters Perception “Consumers who reject the medium don’t find door drops useful.” Fact Even amongst initial rejectors of the medium between 52 – 63% of rejecters claim samples, coupons, offers are useful

Impact Perception “Consumers who reject the medium don’t find door drops useful.” Fact 79% of people keep, pass on, read or glanced at door drops - same as direct mail

Retention Perception “People don’t keep door drops that long.” Fact 38% of are kept for at least a few days and 13% are kept for a week or more

Competitiveness Perception “Door drops don’t work as well as direct mail, TV or press.” Fact 48% of consumers responded to a door drop vs 47% dm, 47% TV, 60% press

The Power of Sampling 94% believed samples give a better idea of the product than advertising 75% use the sample within a ‘week or two’ 71% give product sampling as the main reason for switching to another brand 79% give product sampling as the main reason for buying new products 52% prefer to receive samples through the door Research courtesy of RSGB/Synergism

The Current Size of the Door to Door Market Year Volume (items)millions Year on Year increase in Volume % 7.7%13.6%6.5%9.2%9.9%16.8% Spend on Distribution £ millions Total Market Size (print and production included) £ millions Year on Year increase in Revenue % 13.1%13.0%14.9%14.0%13.6%6.5%9.2%11.2%17.8%

Users of Door to Door top advertisers utilise Door Drops top advertisers utilise Door Drops Source: Top 100 advertisers from Campaign

Recall Summary Door Drop (recall) TV (recall) %78% %81% However in spite of the growth, recall has improved

Industry and CD Efficiencies Circular Distributors outperforms the industry average in independent validation tests: Year CompanyCD Average Industry Average CD Average Industry Average CD Average Industry Average Newshare87.8%87.7%90.6%88.9%87.1%86.9% Teams (All Solus)80.0%69.1%90.1%57.9%87.5%80.1% Royal Mail84.9%83.6%82.3% Figures courtesy of Stepcheck

Case History Results Nestle Snack Stops – brand awareness up by 21% PG Tips – recalled by 86%; 72% trial; 200,000 new customers Oxo – rate of sale doubled John West – 190% sales uplift

Case History Results Fructis Shampoo – 29% have purchased since sampling Renault Megane – increased sales revenue by £12 million Philips Softone Light Bulbs – 36% opt-in, 8% redemption, 540,000 new names on their database Dairy Crest Clover – sales up by 60%

Unilever Case Study

The Creative

The Campaign Brand: Comfort Fast Dry and Vaporesse Target audience: year old housewives, C1C2DE QTY: 2m samples Objectives: Encourage trial and drive penetration Approach: Twin samples with coupon Research: Research Panel (control vs mailed)

The Results Coupon response: 8.7% Average spend on brand increased by 20p over 8 month period 2.5% increase in share attributable to Door Drop Penetration 3% pts higher within receiver group vs. control group Pay back achieved within 8 months