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Perception: The majority of consumers do not like receiving marketing material through their letterbox. Fact: As many as 79% of recipients keep, pass on or glance at leaflet distribution items: 38% keep it for a few days, while 13% retain it for a week or more.
Perception: Consumers don’t find door drop marketing useful. Fact: 71% of those questioned said they found free samples delivered through their letterboxes useful: 66% said the same for supermarket offers, 62% for money-off coupons and 47% for new product leaflets.
Perception: Leaflet distribution does not have the same impact of direct mail. Fact: 79% of people keep, pass on, read or glance at leaflets – same as direct mail.
Perception: People do not keep leaflets that long. Fact: 38% of leaflets are kept for at least a few days, and 13% are kept for a week or more.
Perception: Leaflet distribution doesn’t work. Fact: 48% of consumers either visited a shop, sent for information, or bought a product having received a leaflet through their letterbox.
Perception: Leaflet distribution doesn’t work as well as direct mail, TV or press. Fact: 48% of consumers responded to leaflets compared to 47% for direct marketing, 47% for television and 60% for media advertising.