The Marketing industry has dramatically changed over the years. With new advances in market research and technology, marketing has taken a new spin, allowing it to generate all new avenues for clients and marketers alike. Even so, door-to-door marketing has been able to withstand the hands of time proving over and over again that sticking to the very foundation of marketing proves to be the most efficient way to grasp the attention of the consumer, making marketing history a present day success.
Beginning with the early 1900s, marketing has become a topic of discussion as it sprung upon the general public as a means by which to generate data to increase client revenue. In fact, “The idea of what later was called market research became endemic to the period between 1910 and 1920,” (Lockley 733). From this time forward qualitative research became a new means of market research for marketers. A man by the name of “George B. Waldron was doing qualitative research for Mahin’s Advertising agency around 1900. Harlow Gale, at the University of Minnesota, was using mailed questionnaires to obtain opinions on advertising in 1895 and in 1901, Walter Dill Scott undertook a program for experimental research on advertising for the Agate Club of Chicago,” (Lockley 733). Market research by the means of questionnaires was just the beginning of market research. It was the only way to get data and statistics for the time period.
In 1911, a man by the name of Curtis Parlin changed marketing research through his new techniques and ways of study. Parlin’s studies “were studies of marketing structures of industries—broad in their sweep, yet affording guidance where none had previously been available,” (Lockley 734). Parlin “built up a tabulation of the volumes of sales of department stores in cities of 54,000 and over—a tabulation sufficiently accurate to withstand considerable checking,” (Lockley 734). By studying not only the industry but also the volumes of sales, Parlin was able to increase revenue for his clients in the same way that door-to-door marketing does so for their clients as well. This was the foundation of market research at its best.
Since the early 1900s, there have been many changes in marketing and market research as a whole. It can be said that, “over the decades, the marketing discipline has experienced changes in terms of its dominant focus, thought, and practice,” (Kumar 1). Marketing has continually changed as the consumers have developed new ways of communication and as technology has advanced. These new changes have called “for a complete integration of marketing activities with business functions and creates opportunities for marketing scholars whereby research studies must now consider not only the marketing function but also its interface with other business functions,” (Kumar 4). Whereas before, marketing was strictly done so on a door-to-door level, marketing has become a multidimensional industry.
In recent years, social media has become a major part of the marketing industry. Marketers have found that “media usage patterns have undergone changes over the years. Specifically, the variations in customers preferences toward media channels have increased: people are spending more time on interactive media (interactive television, pure-play Internet and mobile services, and video games) than on traditional media (radio and print),” (Kumar 4). Even so, media cannot withstand the very foundation of market research. Advertisements via media only capture the consumers’ attention for a moment or two before it is quickly forgotten. In addition, consumers are bombarded by so many advertisements all at once that it is easy for an ad to get lost among the crowd.
Another form of marketing that has developed over the years is that of telemarketing. However, telemarketing has proven itself to be problematic especially “now that a nationwide do-not-call list makes it impossible to reach millions of potential customers, some U.S. marketing companies are returning to an old-fashioned alternative: door-to-door salespeople,” (Reeves 7). Although this form of marketing was once effective because the consumer had no choice but to answer a phone call, advanced technology, caller IDs, and blackout lists have made this sort of marketing inefficient for marketing firms. Hence, marketers are returning yet again to door-to-door marketing to achieve their campaign needs.
Email, yet another form of inefficient marketing, is still out and marketers are slowly learning that it is proving itself to be another lost cause. While some marketing firms still choose email as a means to advertise, this form of advertising can be frustrating and incompetent. For the most part, “unsolicited email annoys most computer users, and improved spam-blockers makes the tactic less effective. And it’s hard to persuade customers to visit a company’s Web site,” (Reeves 7). Although it is true that we live in a technology-based society, it is still difficult to drive consumers to company websites. Unwanted emails can be a disturbance to consumers and can easily turn them off. If a consumer receives an unwanted email, it is easy for that advertisement to be sent straight to the junk, spam, or trash box.
While technology-based marketing can be costly, door-to-door marketing can be an alternative for those looking to keep a low budget campaign. In fact, “door-to-door leaflet distribution is not only an extremely effective form of marketing, but it is also very cost efficient,” (Greener 30). While some companies chose to spend top dollar to get the latest and greatest technology based marketing campaigns, they fail to realize that the most efficient and cost efficient ad campaigns are right at their fingertips. Door-to-door marketing offers an inexpensive way of delivering direct advertising to targeted audiences.
Door hangers are showing that door-to-door marketing is proving that getting back to basics is the way to go. Statistics show, “as many as 79% of recipients keep, pass on or glance at leaflet distribution items, 38% keep it for days, while 13% retain it for a week or more,” (Greener 30). The longer the advertisement stays in a homeowner’s home, the higher the likelihood that the consumer will react to the campaign. With door-to-door marketing, “every household that is targeted by your leaflet has the advert viewed,” (Greener 30). Whereas other marketing campaigns are given a simple glance, door hangers are kept for longer periods and are proven to be kept for longer periods of time, thus further increasing response rates for the marketing firm and client of interest.
It is easy to get blinded by what is shiny and new. Everyone wants to be a part of the latest and greatest in technology to advance their ad campaigns, but what they don’t realize is that the foundation of marketing rests in the very basics. There is no need to mess with impersonal advertisements. The general public now seeks a personalized approach. Parlin and Waldron in the early 1900s had it right when they stuck to door-to-door advertising. Reaching their clients at their doorstep was the key to success and could be the key to your success as well. It’s time to stop looking for the new approach and stick with the foundation that works: door-to-door marketing.
Greener, Robert. “Door Dropping Efficiency.” The Journal 1.1 (2012): 30. Newcastle Chronicle & Journal
Ltd. Web. 8 Nov. 2015.
Kumar, V. “Evolution Of Marketing As A Discipline: What Has Happened And What To Look Out For.”
Journal Of Marketing 79.1 (2015): 1-9. Business Source Premier. Web. 10 Nov. 2015.
Lockley, Lawrence C. “Notes On The History Of Marketing Research.” Journal Of Marketing 14.5 (1950):
733-736. Business Source Premier. Web. 10 Nov. 2015.
Reeves, Scott. “Door-to-door Sales Making a Comeback: Do-not-call List Curtails Marketers’ Efficiency,
Spurring Companies to Revive Old-fashioned Approach to Reaching Potential Customers.” The
Gazette (2003): 7. CamWest Interactive. Web. 8 Nov. 2015.
Buy this! Clearance Sale! Lowest Prices of the Season! We’ve heard
and seen it all. Ad campaigns aimed at getting consumers to come into retail stores to get the best deals. With the ever-shifting economy, retail stores are struggling to keep sales up and are looking for any means of generating new sales even if it means losing money on lower cost items to drive clients to the door. However, there is one solution to this that could be highly successful with very low cost and less overall revenue loss: door-to-door marketing using door hangers.
With the introduction of the internet, many retailers are struggling to get consumers to even step foot inside their doors. Consumers have no motive to be physically present when everything is readily available at their very fingertips through the internet. In order for retailers to continue to generate sales in-store, they must find a means of creating a motive for consumers to come into their establishment and make it worth their time. While the internet may offer convenience, it is not personal. The general public still craves face-to-face interaction. When consumers enter a store, their buying experience suddenly becomes a personal experience. The very essence of this personal experience is that it creates a means by which to generate a great rapport and thus creating loyal consumers who will likely continue to visit these retail stores regularly.
Internet sites like Amazon have made a big impression on the downfall of retail stores. For some consumers, “lower prices at Amazon could be especially effective in the current environment because the recession has made shoppers more cost conscious. Consumers continue to spend more time surfing the Internet and younger, Internet-savvy shoppers are gaining income as they age,” (Jannarone 1). Many internet companies take advantage of the fact that their stock is much larger than retail stores. However, there are still some aspects in which internet shopping proves to be undesirable for the consumer. While the consumer has the convenience of buying right from their home, they are still stuck with shipping costs and sometimes even significant long wait periods. Retail stores offer products that are readily available at any point in time.
With so many ad campaigns running on the internet, television, and social media, it is easy for consumers to ignore or lose track. It seems as though, “today’s distracted consumers, bombarded with information and options, often struggle to find the products or services that will best meet their needs,” (Davenport 84). It is important to note that to run a successful ad campaign, the right data and information must be gathered in order to reach targeted audiences. Through the method of data analytics, companies can target “individuals with perfectly customized offers at the right moment across the right channel [and] is [the] marketing holy grail,” (Davenport 870). Target data is the way to go in order to get higher response rates. Door-to-door marketing firms offer this type of data analysis. Therefore, door hangers can be easily customized and created in various versions and forms to attract different consumers and demographic types.
Through data analytics, door-to-door marketing is able to generate information about consumers’ buying habits and also their likelihood to respond to certain advertisements. It is important that companies wanting to successfully run a door hanger campaign, “incorporate data on customers’ responses in follow-on offers,” as well as “formulate rules of thumb for designing new offers that are based on the performance of previous ones,” (Devonport 88). Door hangers are a great way to incorporate specials and offers. However, in order to do so, companies must understand the steps it takes to make these offers work best for them. This “involves four steps: defining objectives; gathering data about your customers, your offerings, and the contexts in which customers buy; using data analytics and business rules to devise and execute offers; and, finally, applying lessons learned,” (Devonport 87). First and foremost, a plan must be set into place. The retail store must have set goals and projections for their marketing campaign. Once that plan is set into place, data analysis through the means of marketing firms will help gather all the appropriate data needed to not only run the ad campaign, but to improve their strategies with customized offers according to the targeted demographic audience.
Although the internet shopping has been the source of much of retail downfall, retailers should not be discouraged. Incorporating door-to-door marketing in their ad campaigns could help generate the right responses, continued clientele growth, and loyalty. Door hangers reach the consumer right at their doorstep offering an advertisement that simply cannot be ignored. Thus, response rates are likely to increase as consumers receive door hangers customized to fit their needs and offering a greater incentive to jump off the internet shopping bandwagon and step right up to retailers’ doorsteps.
Davenport, Thomas H., Leandro Dalle Mule, and John Lucker. “Know What Your Customers Want Before
They Do.” Harvard Business Review 89.12 (2011): 84-92. Business Source Premier. Web. 20 Nov.
Jannarone, John. “Retailers Struggle in Amazon Jungle.” Wall Street Journal – Eastern Edition 22 Feb.
2011: C8. Academic Search Premier. Web. 20 Nov. 2015.
There is no doubt about it. The Hispanic community has taken over a grand part of the ways in which the marketing industry has developed their campaigns. Although it may not seem like much, “Hispanics now account for nearly 14 percent of the U.S. population,” (Armbruster 1). In a country known as the melting pot of so many different cultures and races, this is a significant number. This is where Power Direct’s door to door marketing proves that if a campaign is driven correctly, the outcome could be highly productive and pay great dividends.
It is important to note that the Hispanic community is highly influenced by the advertisements that they encounter. In fact, “Advertising can dramatically affect Hispanics. 35 percent surveyed cited as a factor in selecting color cosmetics, compared with 8 percent of general-market respondents,” (Armbruster 1). Power Direct knows that the greater the advertisement, the higher the chances the Hispanic consumer will respond to it. Power Direct’s data analysis team strives to provide the very best possible marketing campaigns to achieve maximum results and even greater payouts. By using predictive analysis via demographic/census data, our team can target the best possible target audience which allows for maximum results..
In addition, Power Direct, along with our clients, “provide real value and credibility for Hispanic consumers to consider [their] product,” (Armbruster 1). The Hispanic community is not easily driven toward a product unless they trust that there is true value in it. The presentation of the product and the ways in which a program is being advertised becomes a strong component in the Hispanic communities’ willingness to respond. Power Direct’s marketing team ensures that the product is advertised in just the right way. Whether through the use of a jumbo door hanger or by a customized die cut shape door hanger, Power Direct is sure to get the attention of the Hispanic consumer through their door to door advertising strategy. Providing value and credibility is the primary goal because we know that this is the key element in a campaign’s presentation to create greater response rates from the Hispanic community.
Other techniques proven to work in engaging the Hispanic market community are by television ads and Power Direct has taken a strong lead in the marketing world working with various cable and television companies and proving themselves as a successful asset to clients. To reach the Hispanic community, many cable companies have turned to marketing campaigns aimed toward Latin communities knowing that the outcome and response rate will be much greater. At this very moment, “Spanish-language television is hot. Last year the media registering growth was not the internet, but Spanish-language TV. According to Neilson, Internet ad spending increased a relatively impressive 12.6 percent, while the major Spanish-language TV networks were up 15 percent.” (Armbruster 1).
Companies such as Telemundo and Comcast have turned to Power Direct to help generate marketing campaigns that will help boost their strategic modeling to improve revenue. Power Direct runs door to door campaigns and is able to target any ethnic group individually. These campaigns run across the nation, in various versions and offer great response rates. Other than the advertisements placed on television, marketers must find a means by which to place advertisements for shows and television alike. The Hispanic community is big on television and if the campaign is driven by a professional and well-equipped firm such as Power Direct, the final revenue potential for the client could be significant.
Advertisements offering group discounts or coupons can be highly effective for Hispanic markets as well. It is said that “Hispanic consumers have a different shopping style than Anglo consumers. Hispanics consumers often make shopping a family event and thereby will often shop in groups,” (Armbruster 1). Integrating advertisements that would entice consumers to go shopping together as a group would give the Hispanic community a higher incentive to go to the desired business location. This type of advertising can be easily integrated into Power Direct’s door hanger campaigns. Since door hangers can be customized to print any coupon, graphic, or even shape, a client could easily advertise group rates or coupons into their advertisements. The Hispanic community tends to do their shopping in groups or with family due to their strong family bonds. For this reason, advertisements including groups of even families would be highly effective for this type of consumer as it would help spark their interest even further, showing that the company took a personal interest in their personal needs, wants, and values.
Marketers must also take Hispanic consumers’ personal interests into account when directing their campaigns and, for this reason, Power Direct uses data analysis and product modeling to evaluate further the market. The Hispanic consumer is looking for more than the average product. In fact, “Crossover Hispanic consumers often spend more than Anglo consumers on personal style items such as high-cost cosmetics and clothes making them ‘fashion-forward’ consumers,” (Armbruster 1). The average Hispanic consumer wants the high-fashion item that will put them at the top of the season’s latest trend. Therefore, the Hispanic community is more likely to spend more than Anglo consumers because they simply want to be a step above the rest in their fashion purchases. Again, this is an opportunity for yet an even greater revenue opportunity for companies and Power Direct stands by our clients providing the most efficient data provided by our professionally trained data analysts to create the best possible targeted campaigns. Through the use of predictive analysis, the Hispanic consumers’ needs, wants, and desires are met and applied through door to door campaigns. Power Direct offers a strategy that brings an ad right to the very front door of the consumer, providing a personal connection. By offering campaigns in the Hispanic market that are directly targeted toward high-priced, fashion forward items, the response rate is sure to be greater.
The Hispanic market has proven itself to be a profitable market to dive into due to their willingness to pay top dollar for fashion –forward items, but this phenomenon is spreading to younger generations. Not only have Hispanic adults made up a large portion of the consumer industry but more often millenials play a substantial role in the market as well. Latino teens have a large influence on the consumer market spending “about $20 billion a year,” (Armbruster 1). Just like their parents, Hispanic teens are going into the market strong, proving that this community matters. Whether age 16 or 43, the Hispanic community is hitting the market with a boom. Power Direct uses data analytics to ensure that these target audiences are reached and that the right door hangers are brought to their very doorstep so as to provide exposure and higher response rates from the Hispanic community.
Even with its definite high value, Power Direct knows that the Hispanic marketing can be quite tricky since this particular community cannot easily be influenced. This is to say that “Marketing to Hispanics cannot be turned on and off like a spigot. It takes time to win trust from this closely knit community. Don’t expect a miracle in a month. Be committed and consistent,” (Armbruster 1). However, as a client, one should not give up simply because it is a difficult market to conquer. The Hispanic market has a lot to offer. Once this market has been won over, they will begin to gain trust and are more likely to be loyal to brands and companies they trust and value. To truly become successful in this market, those wanting to gain trust and profit must adhere and cater to the Hispanic community. It is suggested to “make it a mission to hire capable and completely fluent bilingual receptionists, salespeople and service people,” (Armbruster 1). Power Direct knows that trust and catering to their clientele is a critical element to a successfully run campaign. Therefore, Power Direct has highly professional bilingual executives ready to answer questions at any time a consumer wishes to call. Power Direct provides a phone number on every single door hanger they print for their clients, by which any consumer may call if they should have questions regarding the advertisement and they have hired bilingual staff to assist those in need of assistance.
Although it may seem to be a hard task due to its various elements of detail oriented and customization marketing techniques, routing campaigns toward the Hispanic demographic like Power Direct provides, could prove to be highly successful. It is true, “a move into the Anglo-plus-Hispanic marketing can be daunting, when done properly it can bring exceptional plus-market share to business,” (Armbruster 1). Whether the consumer is young or old, the Hispanic consumer is hitting the market with a bang. It is up to companies to choose the right marketing firm like Power Direct to join together to help target the Hispanic Market and open the door towards creating campaigns that will engage, captivate, and continually peak the interest of the Hispanic community.
Armbruster, Adam. “Add Hispanics Into Your Ad Mix.” Television Week 25.36 (2006): 11. Business Source
Premier. Web. 5 Nov. 2015.