Penetration Rates

April 8th, 2008 Posted in Marketing

In the Leaflet Distribution Industry two phrases often crop up, Penetrations Rates and Recognition Levels, it is very important to fully understand what these mean, and what it means to every Leaflet Delivery that takes place across the whole industry, this is true for every company not just specific ones.

Penetration Rates are a guide percentage of the Maximum Level of Penetration that can be expected across a distribution area. For example, if an area had 10,000 addresses and a company quoted a Maximum penetration rate of 75%,  that company would expect to deliver to a maximum of 7,500 of those addresses. Penetration levels vary across different areas of the country and for different reasons, City centres often have blocks of flats and gated communities that only allow access to residents, whereas very rural areas have lots of property scattered along country lanes, and down long access tracks. Properties that have possible dangerous access, perhaps by having dogs on the premises or that have stickers asking for no leaflets will also obviously be excluded. Companies suggest different levels of penetration, but be aware of levels that jusst seem to good to be true.

It is worth taking note that no company guarantees to deliver to every property, or even guarantees to deliver to a specific penetration level, it is just not practical. The only possible way to guarantee that every property receives your media is to have it signed for, but the only draw back then is that the prices for delivery would climb from a few pence per copy to a number of pounds per copy…. How many Leaflet Distribution would take place on this basis if the cost was possibly £2000 for every 1000 copies delivered ?