source: bmrb omnibus/ synergism “door drops the fiction and the facts” door drops usage and...
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![Page 1: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/1.jpg)
Source: BMRB Omnibus/ Synergism
“DOOR DROPS THE FICTION AND THE FACTS”
Door drops
Usage and Attitude Study
March 2001
![Page 2: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/2.jpg)
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
![Page 3: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/3.jpg)
Source: BMRB Omnibus/ Synergism
DOOR DROPS
Perception
vs.
Fact
![Page 4: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/4.jpg)
Source: BMRB Omnibus/ Synergism
ENJOYMENT
Perception
“The majority of consumers do not like receiving door drops.”
![Page 5: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/5.jpg)
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
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Source: BMRB Omnibus/ Synergism
ENJOYMENT OF ADVERTISING IN DIFFERENT MEDIA
33 29
59
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)
![Page 7: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/7.jpg)
Source: BMRB Omnibus/ Synergism
ENJOYMENT
Perception
“The majority of consumers pay a
great deal of attention to TV and press
advertising.”
![Page 8: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/8.jpg)
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
![Page 9: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/9.jpg)
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
![Page 10: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/10.jpg)
Source: BMRB Omnibus/ Synergism
USEFULNESS
Perception
“Consumers don’t find door drops useful.”
![Page 11: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/11.jpg)
Source: BMRB Omnibus/ Synergism
USEFULNESS OF DOORDROPS
Base: 1018
All 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
![Page 12: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/12.jpg)
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
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Source: BMRB Omnibus/ Synergism
USEFULNESS vs. 1995
Perception
“Consumers don’t find door drops as useful
as they used to.”
![Page 14: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/14.jpg)
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
![Page 15: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/15.jpg)
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
![Page 16: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/16.jpg)
Source: BMRB Omnibus/ Synergism
USEFULNESS BY REJECTERS
Perception
“Consumers who reject the medium don’t find
door drops useful.”
![Page 17: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/17.jpg)
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
![Page 18: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/18.jpg)
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
![Page 19: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/19.jpg)
Source: BMRB Omnibus/ Synergism
IMPACT
Perception
“Door drops do not
have the impact of
direct mail.”
![Page 20: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/20.jpg)
Source: BMRB Omnibus/ Synergism
IMMEDIATE ACTION
Base: 1018
All adults who receive
doordrops or direct mail
21 21 2413
47 5537
28
26 1922
20
0 0
1
5
15
33
64
0%
20%
40%
60%
80%
100%
Direct Mail Door Drop Retail Money Off
Throw Glance Read Pass On Kept
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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
![Page 22: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/22.jpg)
Source: BMRB Omnibus/ Synergism
RETENTION
Perception
“People don’t keep
door drops that long.”
![Page 23: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/23.jpg)
Source: BMRB Omnibus/ Synergism
TIME LEAFLETS KEPT
Base: Those not throwing away
5062
26 21
3325
2925
8 6
1423
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
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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
![Page 25: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/25.jpg)
Source: BMRB Omnibus/ Synergism
EFFECTIVENESS
Perception
“Door drops
don’t work.”
![Page 26: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/26.jpg)
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: 1018
All adults who receive doordrops & direct mail
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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
![Page 28: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/28.jpg)
Source: BMRB Omnibus/ Synergism
COMPETITIVENESS
Perception
“Door drops
don’t work as well as direct mail, TV or
press.”
![Page 29: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/29.jpg)
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: 1018
All adults who receive doordrops & direct mail
![Page 30: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/30.jpg)
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
![Page 31: Source: BMRB Omnibus/ Synergism “DOOR DROPS THE FICTION AND THE FACTS” Door drops Usage and Attitude Study March 2001](https://reader035.vdocuments.mx/reader035/viewer/2022070401/56649f1b5503460f94c31067/html5/thumbnails/31.jpg)
Source: BMRB Omnibus/ Synergism
“WHATS SO GOOD ABOUT DOOR DROPS THEN?”
•Useful
•Stronger
•Impactful
•Retained
•Effective
•Responsive
•Competitive