Physical communication door drops prompts physical action

Submitted by: Ulbe Jelluma 06/07/2015

The Netherlands is the country with the largest number of door drops, which results in a net reach of 11,2 million people ( 65% of total population). The NOM Folder Monitor 2015, surveys the use of door drops and makes all these data electronically available for media agencies. Door drops generate traffic for the retail and this surveys confirms the strength: over 80 per cent of the people that read a door drop leaflet take action. 

Eight out of ten people! I'm not sure which other medium scores this high. Half of these people buy products that are mentioned in the leaflet and 46 per cent go visit the shops. The internet versions of the door drops is also becoming popular, their reach is now 3,9 million people. Users of the online tool are mostly interested in comparing products (34%) or go visit the website (29%). Physical communication prompts physical action, whereas digital communication makes people react digitally.

Door drops are very popular; 96 per cent of the entire population reads occasionally a door drop leaflet, 51 per cent read them for entertainment and a slighly higher percentage (53%) can not do without their weekly door drop leaflets. On average, reading time of door drops is 17 minutes per week. This makes door drops a very strong medium for advertisers.

For all product sectors the net reach of the printed leaflet is 85% and 29% for the digital leaflet. Analysing individual sectors, show the following data: supermarkets/liquor shops reach 77% (print) - 18% (digital), department store 69% - 12%, electronics shop 50% - 9%, and fashion/clothing shops 36% - 3%. And as we stated printed door drops make people go to buy/visit actual shops, making conversion percentages high.

At the first European Door Drop Media Congres on September 24 more data will be revealed about the power of this often underestimated print medium.