2009 Door Drop Prospects

Written by doordrops

Thursday, 01 January 2009 12:43

All the team at doordrops.co.uk wish our readers a Happy and Prosperous New Year!

On this, the first day of 2009 'prosperous' is not a word that many of us in the industry would associate with advertising, direct marketing or indeed door drops as we enter the new year ahead of us. Typically advertising and PR spend are reigned in during an economic downturn and doordrops will be no different. We are expecting a reduction of circa 20% in door drops and the recent Royal Mail price increase announcement will do nothing to help limit this decrease in volume.

That said, then just as in all economies where a recession gets rid of those businesses that operate poor strategies or offer unwanted products then the door drop industry will also follow a similar path. Those door drop agencies and distributors that have been getting away with sub-standard targeting, strategies and poor levels of services in the boom times are likely to suffer and experience larger drops in volume. The same will go for distributors where if the product they offer delivers poor performance then advertisers will vote with their feet.

Clients will be focusing even harder on ROI and clear, measureable results which they will expect their door drop agency/distributor to deliver. Online advertising was the largest impact on doordrop volume decreases in 2008 but there are signs that the online advertsing growth has now slowed significantly so the real threat in 2009 will be the economy itself and our own ability to deliver results. Those who innovate in door to door and deliver what they promise will be the ones who prosper. Those dinasours that rely on outdated techniques and practices will be the first ones to fall.

We at doordrops.co.uk think 2009 will be a watershed where doordrops will improve in performance as clients reign back spend and focus on performance rather than volume and the door drop medium will again rank highly in the media hierarchy for brands and consumers. So the challenge starts here - who's going to step up?

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