Effectiveness of the Door to Door Media

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

2. 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

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

4. Door Drops Perception vs. Fact

5. 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 Enjoyment

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

7. 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 vs. 1995

8. 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 Usefulness By Rejecters

9. 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 Impact

10. 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 Retention

11. 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 Competitiveness

12. 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

13. The Current Size of the Door to Door Market

14. 1997 23 100 top advertisers utilise Door Drops 2004 91 100 top advertisers utilise Door Drops Users of Door to Door Source: Top 100 advertisers from Campaign

15. Recall Summary However in spite of the growth, recall has improved

16. Industry and CD Efficiencies Circular Distributors outperforms the industry average in independent validation tests: Figures courtesy of Stepcheck

17. 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

18. 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%

19. Unilever Case Study

20. The Creative

21. The Campaign Brand: Comfort Fast Dry and Vaporesse Target audience: 28-44 year old housewives, C1C2DEQTY: 2m samples Objectives: Encourage trial and drive penetrationApproach: Twin samples with coupon Research: Research Panel (control vs mailed)

22. 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