Value Beats Ad Clutter Every Time

Front-Door Marketing Bypasses a Crowded Media Landscape to Meet Your Best Customers at Home 

With the onslaught of brand messages permeating nearly every facet of life, why do marketers think more of ‘the same old same old’ is a good idea? It’s misguided to say that the means to beat ad clutter is to just distribute more and more of it. 

Instead, why not increase the effectiveness of underused, grassroots channels to deliver value? Savvy marketers—and savvy customers—are becoming well aware of the front door as valuable real estate in this effort. No barriers remain at the front door, and newfound abilities to target effectively have evolved this channel into a conduit for brands to deliver VIP treatment that equates to value and drives response. A recent PowerDirect article in Marketing News, an online publication of the American Marketing Association, details this phenomenon and highlights the targeting strategies that are fueling highly effective front-door marketing today.

More than ever before, being heard has to do with delivering value. And achieving this demands an understanding of what makes an audience tick, and ultimately acknowledges that relevance and value are what fuel long-term customer relationships with specific products and services. Do your campaigns focus on delivering value as a priority?  What are you doing to demonstrate an understanding of what your best customers need and expect from their favorite brands?

 

Hitting the Target Requires Careful Aim

Reaching the Right Prospect Where They Live

High-quality physical media, eye-catching creative and an attractive offer are essential factors in the world of direct marketing; however reaching the most appropriate targets is the key to success – and perhaps the most tangible advantage of front-door marketing.  After all, a great offer presented skillfully means little if it doesn’t get into the right hands…

Proper data research, analysis and application are essential factors in direct marketing, representing a proven analytical approach that dramatically impacts success rates. Thoughtful analysis enables development of target groups that consider not only who your prospects are, but where they live and the likelihood that they will purchase a particular product or service. 

PowerDirect's targeting and distribution starts at the block group level.

With PowerDirect, this deeper level of analysis goes into every front-door marketing campaign, identifying the best prospects for a client’s product or service and then using that information to develop the best distribution strategy.  Geo-demographic clustering information along with other sophisticated data is used to identify and segment the best prospects.  These groups can be targeted in much smaller units, using “block groups” of about 400 households rather than entire zip codes.  Further, advanced mapping technologies enable detailed visualization of the delivery area, supported by GPS technology that verifies the when and where of delivery execution. 

Are you taking advantage of sophisticated targeting tools – and reaching the best prospects with the right messages delivered directly to their front door?

Deal of the Day?

Random Deals Have Their Place – But Targeted Offers are Often the Better Deal, Both for Consumers and Major Brands

Groupon's deep-discount model is enticing, but offers are not always relevant.

The appeal of a deal that is just too good to pass up can be, well, difficult to pass up. And a new one every day may sound great in theory – but that sweet price break is not always a highly relevant offer. More accurately, it is rarely relevant.  Daily deal websites such as Groupon, Living Social and Gilt may entice the saver in all of us, but as they fill up email boxes, text messages and Facebook pages, the subscriber may begin wondering what they really signed up for.

From the marketer’s perspective, Groupon charges a comparatively high percentage of the pre-paid coupon’s face value.  This model is only ideal when the marketer’s product has a very high margin (like services such as spas) or needs brand awareness that is too costly to develop through other channels (e.g. small, unknown, local businesses). Larger retailers such as restaurant chains, major retailers and brand manufacturers have slimmer margins, are better known and just don’t need to widely offer such deep discounts.

Are there better options? While daily deal sites are still proving their usefulness, there are alternatives that are highly targeted, provide significant value and cost the consumer nothing up front.  One such method is front-door media – used by major brands like McDonalds, Kohl’s, Home Depot and Best Buy to bypass the mailbox and get the right message of value directly into the hands of their target shoppers. Similar to the daily deal sites, the discounts are significant – often in the neighborhood of 50 percent off or more – but unlike those sites, the offers are highly targeted and meant for the recipient based on a variety of factors such as demographics, lifestyle segmentation, consumer behavior, ethnicity and consumer buying power. Front-door marketing is not a new tactic, however it’s more sophisticated than ever, and effectively poised to drive traffic and purchase decisions as part of an overall marketing program.

Are you considering new, untargeted and unproven methods to increase sales? Will the end result warrant the investment? Shouldn’t a major brand like yours be speaking directly to your customers with branded offers delivered directly to the front door?