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.
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.
Data has become the great force behind recent marketing techniques. As the world of marketing continues to grow, data continues to expand along with it. It seems that, “No matter the industry or market share, marketers everywhere are stewards of consumer data. It is our actions and abilities- and care and attention- the enables brands to use all the data we have to delight customers and engage them with our brands,” (Miller, 2013). It is through the use of data that marketing companies can prove the true relevance of marketing campaigns. Data is now being utilized in a number of ways. Some companies have used data to study campaign revenue, return rates, demographic analysis, cost efficiency, etc. Through data analysis, marketers are given the opportunity to enhance their marketing offers to their clients by proving statistical data and numbers proving their campaigns are worthwhile. Data-driven marketing allows the client and consumer alike to see proven results providing revenue for both the client and the marketers as well.
With this new data-driven revenue, marketers must think about other factors, including Congress and legal matters of that sort. It is important to note that, “The marketing leaders must think about what Congress is likely to do as relates to our strategies to drive revenue and consumer value, Marketers have to stay connected with their legal counterparts, ensuring that we are complying with their advice and direction,” (Miller, 2013). Marketers must ensure that the data that is obtained, is done so in a legal manner and that all legal processes and terms are being complied with. Data retrieval can be very sensitive and marketers must not forget to comply with these rules and regulations to ensure the legality of their campaigns, otherwise compromising their own business and business with their clients as well. Marketers must legally protect themselves and their clients.
Not only are marketers today concerned with legally protecting themselves, but they are also concerned with protecting their customer data as it is an asset to their company and their clients alike. Through data-driven marketing techniques, “Marketers today are partnering up with their IT counterparts to ensure that we have the systems in place to enhance and protect our customer data assets, leverage them for deep insights, and operationalize those insights into actions that benefit consumers,” (Miller 2013). Marketers see the value in data but also see the value in data that is of no use to them. They strive to keep and safeguard the important data so that their clients and consumers feel well protected. Clients and consumers alike are more likely to conduct business with a company they can trust and so the protection of valuable data is vital to marketing companies.
By teaming up with IT, data-driven marketing only further increases the consumer experience. Data and IT are able to team up to create marketing techniques in which the consumer is able to interact digitally with the client’s website bringing an opportunity for higher response rates and revenue. Data-driven marketing allows IT counterparts to provide mobile services so that consumers can interact via cell phones, allowing an even faster way to connect to the client.
All things considered, data-driven marketing is coming full force, allowing marketers to further enhance their marketing strategies. With the proper measures, data could further enhance a marketing campaign and lead to greater revenue when combined with the proper marketing strategy.
Miller, Stephanie. “Data-Driven Marketing Is More Important Than Ever.” Direct Marketing News. Direct Marketing Association, 26 Mar. 2013. Web. 13 Aug. 2015. <www.dmnews.com/dataanalyticsa/data-driven-marketing-is-more-important-than-ever/article/286061/>.
A Long day at work and you come home to a pile of mail full of ads that you probably won’t even give a second look at before throwing them away with the rest of your trash. There’s no appeal. Nothing to catch the eye.
That’s where Power Direct Marketing comes in with its powerful front door marketing strategy. Surely this is not a new idea but even so, front door marketing has proved to be very successful for a number of reasons and here are just a few to consider as oppose to other forms of marketing.
1. With the explosion of the internet over the last decade, advertising via social media has become crucial for many companies. Yet, these ads prove to be nothing more than a nuisance to consumers and are often ignored. The consumer of today has been exposed to so much of this type of advertising that they have learned to either blur or block out these ads as if they don’t exist.
2. Email blasts: this type of marketing ends up in our “junk mail” box and if it happens to make it through, individuals are more than likely to delete the email. Bombarded by the ridiculous amounts of direct ad emails received per day, there simply isn’t a way to stand out.
3. Power Direct offers a service through which your printed materials are specifically designed for each set market, client, and industry. The front door marketing programs are made uniquely to fit the demographic of the region in which they are to be distributed.
4. Unlike email or regular air mail, front door marketing simply cannot be ignored. Front door marketing does stand alone. They stand out and whether the homeowner chooses to admit it or not, they must acknowledge their presence. At the very least, the door hanger is given a glance, which is more than can be said for ads placed in mail.
5. Similar to when an individual misses a package delivery, front door marketing material is hung on the door. Individuals are more likely to read them.
With all options considered, front door marketing is still a very powerful marketing tool. Power Direct offers distribution across the country in various quantities for your marketing needs. In an era where the internet has become everyone’s favorite marketing game plan, take a different approach and watch your sales increase as the results of front door marketing work for you as they have for all of our valued clients.
Living in a world of media overload, Front-Door Marketing campaigns can generate impressive results.
The Direct Mail Association (DMA) 2013 Factbook reports that 65% of consumers have made a purchase as a result of direct mail. Moreover, Direct Mail News announced that the average response rate for direct mail was 4.4% for both business-to-business and consumer mailings – quite a bit higher than industry expectations and significantly greater than its electronic mail counterpart at just 0.12%.
In addition to these impressive results, a more compelling fact to consider is that unlike solo direct mail or other direct response media, front-door marketing represents a uniquely visible channel with influential impact for message placement – free of the clutter that appears in the mailbox.
Power Direct is the leader in Direct-to-Door Marketing and proud to have helped leading national and regional brands achieve their goals. Front Door Marketing can be executed in any market across the country, at CPM’s less than solo direct mail, and with better response rates than newspaper, magazines, and shared mail.
Are you using the best medium to meet your objectives? Broaden your reach beyond broadcast, email and the mailbox with a targeted front-door marketing campaign.
Along with the continuing rise of the Hispanic population in the U.S., comes their surging purchasing power. Despite markedly lower average income levels, Hispanic households spent more on telephone services, men’s and boys’ clothing, children’s clothing, and footwear. Also, Hispanics spent a higher proportion of their money on food (groceries and restaurants), housing, utilities, and transportation.*
So what’s the opportunity for marketers? Are you maximizing every media opportunity?
Shoppers are not arriving at the store a complete blank state waiting for the right marketing message to move their purchasing decisions. Much of their motivation to purchase starts at home and for any number of reasons. Delivering a targeted message and offer to shoppers at home can influence purchasing decisions and put brands on the consideration list. Marketing to shoppers while they are at home drives awareness and consideration, trial and action, and loyalty and advocacy.
Front-door marketing offers direct access to the home and is optimal for brands looking to create an integrated path-to-purchase experience. Starting with a targeted and uncluttered message to the home via high-quality and high-impact door hangers, polybags, or samples, front-door marketing drives shoppers from the home to the next phase in the path. The traditional path-to-purchase picks up from there; by adding that front-end, in-home component, marketers gain an important, impactful point of contact that can successfully launch the shopper experience.
Front-door marketing is particularly successful to target multicultural segments. Using quality data analytics from Nielsen, Experian and MRI, Power Direct can shape your marketing campaign by identifying high populations of specific groups – including Hispanic audiences. Front-door marketing continues to drive results for national advertisers. Let us help you target and reach the multicultural audience for your brand.
*Source: Pew Research Hispanic Center