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“DOOR DROPS THE FICTION AND THE FACTS”. Door drops Usage and Attitude Study March 2001. BMRB Access Omnibus Study. Nationally representative sample of 1072 adults aged 15 and over Random Location Sampling Computer Aided Personal Interviewing - PowerPoint PPT Presentation
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Source: BMRB Omnibus/ Synergism
“DOOR DROPS THE FICTION AND THE FACTS”
Door drops Usage and Attitude Study
March 2001
Source: BMRB Omnibus/ Synergism
BMRB Access Omnibus Study
• Nationally representative sample of 1072 adults aged 15 and over
• Random Location Sampling• Computer Aided Personal Interviewing• Fieldwork: March 1st - 7th, 2001• Follow up to June 1995 Survey
Source: BMRB Omnibus/ Synergism
DOOR DROPS
Perception vs. Fact
Source: BMRB Omnibus/ Synergism
ENJOYMENT
Perception
“The majority of consumers do not like receiving door drops.”
Source: BMRB Omnibus/ Synergism
ENJOYMENT
Perception
“The majority of consumers do not like receiving door drops.”
Fact
But then neither do they enjoy TV or
press advertising that much
Source: BMRB Omnibus/ Synergism
ENJOYMENT OF ADVERTISING IN DIFFERENT MEDIA
33 2959
23 31
2136 3316
9 7 4
0%10%20%30%40%50%60%70%80%90%
100%
Enjoy Watching TVAds
Enjoy Press Ads Like to receiveDoordrops
Disagree Strongly Disagree Slightly Agree Slightly Agree Strongly
Base: 1072
(Total Sample)
Source: BMRB Omnibus/ Synergism
ENJOYMENT
Perception
“The majority of consumers pay a
great deal of attention to TV and press
advertising.”
Source: BMRB Omnibus/ Synergism
INVOLVEMENT IN OTHER MEDIA
Base: 1072
(Total Sample)
8 11 5 5
28 2614 13
38 3344 38
26 29 36 43
0%
20%
40%
60%
80%
100%
1995 Don't takemuch notice of TV
Advs
2001 1995 Tend to flickquickly over press
ads
2001
Disagree Strongly Disagree Slightly Agree Slightly Agree Strongly
Source: BMRB Omnibus/ Synergism
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 Ads
81% Flick over press Ads
Source: BMRB Omnibus/ Synergism
USEFULNESS
Perception
“Consumers don’t find door drops useful.”
Source: BMRB Omnibus/ Synergism
USEFULNESS OF DOORDROPS
Base: 1018All adults who receive doordrops or direct mail
% very + quite useful
1218
3236
42454547
626668
71
30
Finance
Furniture
Mail Order
GENERAL
Charities
DIY
Official Govt.
Local Companies
New Product Leaflets
Money Off Coupons
Supermarket Offers
Free Newspapers
Free Samples
Source: BMRB Omnibus/ Synergism
USEFULNESS
Perception
“Consumers don’t find door drops useful.”
Fact
Between
62 – 71%of consumers claim
samples, coupons, offers are useful
Source: BMRB Omnibus/ Synergism
USEFULNESS vs. 1995
Perception
“Consumers don’t find door drops as useful
as they used to.”
Source: BMRB Omnibus/ Synergism
USEFULNESS (vs 1995)
Base: 1000 (1995)
1018 (2001)
% very + quite useful
30
32
45
47
47
62
68
71
24
48
51
47
57
67
61
29
Mail Order
GENERAL
Offical Govt.
Local Companies
New Product Leaflets
Money Off Coupons
Free Newspapers
Free Samples
2001 1995
Source: BMRB Omnibus/ Synergism
USEFULNESS vs. 1995
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
Source: BMRB Omnibus/ Synergism
USEFULNESS BY REJECTERS
Perception
“Consumers who reject the medium don’t find
door drops useful.”
Source: BMRB Omnibus/ Synergism
USEFULNESS AMONGST REJECTORS
Base: 685All adults who receive doordrops or direct mail and don’t find them useful in general
% very + quite useful
59
2427
3143
3331
5256
6263
Finance
Furniture
Mail Order
Charities
DIY
Official Govt.
Local Cos.
New Products
Money Off Coupons
Supermarket Offers
Free Newspapers
Free Samples
Source: BMRB Omnibus/ Synergism
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
Source: BMRB Omnibus/ Synergism
IMPACT
Perception
“Door drops do not have the impact of
direct mail.”
Source: BMRB Omnibus/ Synergism
IMMEDIATE ACTION
Base: 1018All adults who receive
doordrops or direct mail
21 21 2413
47 55 37
28
26 1922
20
0 01
5
1533
64
0%
20%
40%
60%
80%
100%
Direct Mail Door Drop Retail Money Off
Throw Glance Read Pass On Kept
Source: BMRB Omnibus/ Synergism
IMPACT
Perception
“Door drops do not have the impact of
direct mail.”
Fact
79% of people keep, pass on,
read or glanced at door drops - same as
direct mail
Source: BMRB Omnibus/ Synergism
RETENTION
Perception
“People don’t keep door drops that long.”
Source: BMRB Omnibus/ Synergism
TIME LEAFLETS KEPT
Base: Those not throwing away
5062
26 21
3325
2925
8 6
14 23
4 4
8 13
4 1
88
2 213 9
0%
20%
40%
60%
80%
100%
Direct Mail Doordrops Retail Money Off
A Day Few Days Week Fortnight Month Longer
Source: BMRB Omnibus/ Synergism
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
Source: BMRB Omnibus/ Synergism
EFFECTIVENESS
Perception
“Door drops don’t work.”
Source: BMRB Omnibus/ Synergism
Door drops
Direct Mail
TV Press
Visited a shop
% 27
% 22
% 26
% 29
Sent for Information
20
22
11
25
Bought A product
15
17
20
22
Any of these 48 47 47 60
SPEND
Purchase or Shopping ActionActions Ever Taken as a result of Media
BASE: 1018All adults who receive doordrops & direct mail
Source: BMRB Omnibus/ Synergism
EFFECTIVENESS
Perception
“Door drops don’t work.”
Fact
48% of consumers visited a
shop, sent for information, bought a
product having received a door drop
Source: BMRB Omnibus/ Synergism
COMPETITIVENESS
Perception
“Door drops don’t work as well as
direct mail, TV or press.”
Source: BMRB Omnibus/ Synergism
Purchase or Shopping Action
Door drops
Direct Mail
TV Press
Visited a shop
% 27
% 22
% 26
% 29
Sent for Information
20
22
11
25
Bought A product
15
17
20
22
All of these 48 47 47 60
SPEND
Actions Ever Taken as a result of Media
BASE: 1018All adults who receive doordrops & direct mail
Source: BMRB Omnibus/ Synergism
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
Source: BMRB Omnibus/ Synergism
“WHATS SO GOOD ABOUT DOOR DROPS THEN?”
•Useful•Stronger •Impactful•Retained•Effective•Responsive•Competitive