Grand Openings can be stressful and hard to plan as they involve a great deal of advertising and planning for months on end. With the stresses of the business itself at stake, the grand opening must come forth with a bang. Businesses look to advertising agencies to help set just the right campaigns to bring forth as much clientele as possible. Their goal is to get the business’ name out to the community as fast as possible and to create a hype so grand that people will quickly flee to the grand opening to see what all the fuss is about.
A grand opening consists of welcoming clients to the very doorstep of the business and to lure them in. Marketing campaigns such as door-to-door advertising further develop this idea as they bring the very notion of business right to people’s very doorstep.
Door hangers as a sense of advertising for grand openings work for a variety of reasons. They can be utilized to announce the business’ very existence. Presence alone can be hard to announce. Door hangers allow a means by which to announce that a business has been created and will be opening in the near future, thus creating an awareness in the community. The goal is to avoid an unannounced grand opening and “To prevent your new franchise location from becoming yet another failed business statistic, it’s important to tackle the grand opening with advance planning, digital ingenuity and local relevance,” (Bowyer 38). Without an announcement, individuals might not ever see or hear of such a business until months later or by hearsay.
Grand Openings also create a great way of announcing sales and what better way to advertise this than on a door hanger. With companies who can customize door hangers size, look, and text- it’s the perfect way to get a buzz going about the business that is about to open. Promoting a sale could be a great way of putting the customer first. Do just that by putting;
“The individual needs and wants of your local customers at the center of your offer- wherever they might see your business, whatever devices and channels they research and buy, and even the types of content and ads that are most likely to influence them to come in-store to browse and, if you’re planning this right, buy items repeatedly (Bowyer 38).”
It is important to note that allowing the customer to be the center of a marketing campaign can prove to be a highly effective marketing strategy. In addition, when joined together with door-to-door marketing, the door hanger’s design could be crucial to the suspense and element of surprise it adds to the grand opening itself. Make sure to “write, design, promote and optimize your content with the mindset that your customers’ local needs always come first,” (Bowyer 38). Individuals always want to feel that their needs are being taken care of and always want to be amidst anything new and trending. A fresh perspective and new business adds an element of excitement.
While sales are a great way to announce the grand opening, coupons are another great way to advertise the new business as well. This can also be easily incorporated on the very same Grand Opening door hanger announcement. One must stop to question, “Is the offer of 20-percent-off the first visit strong enough to convince them to head over to your store on grand opening day?” (Bowyer 38). If that percentage is not good enough, the marketing campaign or even future planning needs to be thought out further. Through these coupons and discounts one might question, “could you convince them to return for a second, third or even a fourth visit with the promise of a discount? These are just a few questions you should ask to make that offer compelling and irresistible enough to consider buying from your store over and over again,” (Bowyer 38). Coupons give future clientele a reason to believe they will be getting a good deal that they simply cannot miss out on. Adding the element of the “Grand Opening Event Sale” only further increases this idea that these deals might be a one-time deal. Thus, coupons and sales announced in these advertisements can be a creative way of generating greater revenue and a higher response rate.
Giveaways are another great marketing tool at these Grand Opening events. These giveaways can also be announced directly on the door hangers themselves. People love to get anything that is free. Announce a raffle giveaway to create an element of excitement. This will get people wanting to step foot into the business for the simple fact that they might just have a chance of winning a prize.
Giveaways work but what better way to welcome someone to your business or make someone feel at home than to offer them food? Just as one might find a friend at their doorstep and welcome them in for lunch or dinner, free food works as a great way of bringing in clients. Yet, another element to add to the marketing campaign.
When running Grand Opening campaigns it is important to note that marketing companies must track all data. In order to better understand the target audience, marketers must first gather this information from business owners so as to create a successful campaign. In addition, all data in terms of where the door hangers were sent and the response rates, must be closely analyzed, as these will help in future advertising campaigns. Grand Openings create a means by which to create new clientele but in order to keep those clients and expand clientele, the data gathered from these campaigns must be kept so as to further appeal to these clients in future ads.
Grand Openings should be just that- Grand! With these marketing techniques and a few new door-to-door ideas, your new business should open with a bang! Know your market, create offers people won’t be able to deny, bring them right to their door step with a door hanger campaign that will leave them coming back and forth from their door step to yours, time and time again.
Bowyer, Tracey. “Four Steps To Nail Your Grand Opening Marketing
Strategy.” Franchising World (2015): 38-39. Business Source Premier. Web. 28 Sept. 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.
A little bit of late news, but PDM is currently attending the Hispanic Retail 360 Summit, which started yesterday and goes until tomorrow. If you’re in lovely San Diego, visit us at Booth #9 in the Hyatt Regency La Jolla.
This year’s conference theme is “Branding to the Trillion Dollar U.S. Latino Market”, and speakers on the list include General Mills, BestBuy.com, 7-Eleven, and one of PowerDirect’s own.
Check out this article from Peter Francese on AdAge.com that details the breakdown of the US Hispanic market, and what we can expect from this growing demographic segment.
Some stunning facts:
- The 2010 Census expects almost a 47% growth in the Hispanic population (in contrast, the non-Hispanic population has only grown 5%)
- 1 of every 3 Hispanics in the US is under the age of 18
- Almost 44% of the demographics is at ease in English
- 75% of adult Hispanics are between the ages 18-49
- The eight states with the most Hispanics are home to 76% of all U.S. Hispanics
Also, to get a general overview of the Hispanic market, download this whitepaper titled “Hispanic Market Overview 2010“, courtesy of HispanicAd.com. Of particular interest is the Top 20 Hispanic DMAs (Designated Market Areas), with Los Angeles, CA ranking first.
Nielsen is out to disprove one of the industry’s oldest beliefs: that consumers over 50 aren’t worth targeting.
Its research indicate that the 78 million baby boomers are a more attractive segment for marketers than the often touted Generation Y (also known as “Millenials”). Nielsen’s research suggests that the trend towards fewer children will result in smaller households and thus fewer younger consumers, and the recovering economy will lead to young families spending less and lower salaries for the younger generation.
Doug Anderson, Nielsen’s senior VP-research and thought leadership, states that America is likely to be a nation of a large older population and slower-growing younger one.
In 2010 so far, baby boomers account for almost 39% of all dollars spent on consumer packaged goods, 40% of total wireless services customers, and 41% of paying customers for Apple personal computers. And changing technology has unleashed new devices and gadgets that are new to all consumers, allowing brands to market to the often forgotten age 50+ consumer. Yes, contrary to popular belief, baby boomers don’t just need life insurance and dentures; they want cell phones and iPads just like the rest of us.
At PowerDirect, we’ve developed thousands of targeting plans for clients, but I’ve rarely seen marketing plans directed at baby boomers. If Nielsen’s study proves true, new front-door marketing opportunities may be available for brands to reposition themselves with one of the largest US demographic segments, especially since this is a medium they’re familiar with.
PowerDirect’s COO was in attendance at the 36th AAPS Conference in Cancun, Mexico to discuss the emerging technologies that PowerDirect is implementing to improve distribution quality and service.
Stuart Hayden, PowerDirect’s Chief Operations Officer, spoke at the conference about our company’s commitment to technology and how we are working with distributors to test new proprietary software and knowledge. Read more about the conference and Stuart’s speech here.
The AAPS (Association of Alternate Postal Systems) consists of privately-owned advertising distribution companies, with the mission of promoting a standard of quality and maintaining an ethical environment in the industry. Learn more about the AAPS at their website, www.aapsinc.org.
PowerDirect was recently cited in an article on Portada-Online.com, a leading source for Latin marketing and media.
The article was about product sampling to Hispanics.
In it, we identified 5 best practices:
- Why direct-to-door is more effective in Hispanic sampling versus direct mail
- How the economic downturn has resulted in more consumers (including Hispanic ones) making purchase decisions before they go shopping
- The value of sampling to introduce new immigrants to your brand
- Why you should identify cultural differences between different Spanish speakers from different countries
- The importance of targeting to minimize sample waste
Check out the article here.
It’s been a while since we’ve updated our news, so let me take a minute to bring you up to date and invite you to download Adweek’s Special Out-of-Home Advertising Report.
It includes new and useful information from PowerDirect Marketing and other industry thought leaders about the latest developments in this exciting media category. Meanwhile, here’s what’s new at PowerDirect:
New programs. New positioning. New people.
New growth, too! In fact, last year we experienced 75% sales growth over 2008, thanks to great clients, who allowed us to develop some really innovative programs for them. This momentum has carried over into 2010, which promises to be one of our busiest and most exciting years ever. In the past few months alone, we’ve:
- Introduced our new “Science of Front-Door Marketing” brand positioning. I hope you’ll (download the PDF), but in a nutshell, the article explains how PowerDirect combines the more “scientific” direct-response methodologies (predictive modeling, analytics, variables testing, post-surveys) with emerging technologies, like GPS tracking and web-based monitoring, to essentially revolutionize Front-door Advertising. The issue hasn’t been out long but we’ve already received scores of calls requesting our complimentary sample packet (click here to receive yours).
- Established a new business unit called PowerDirect Energy. As described on our new website, this group is exclusively dedicated to using our front-door marketing, integrated communications and program-design expertise to help utilities promote residential energy conservation. The interest we’ve received so far has been tremendous, so we’re looking forward to serving many new customers in this very promising but underserved market.
- Created a new shared, front-door marketing program called PowerShopperTM, which helps retail advertisers overcome the promotional limitations posed by TMC programs and falling newspaper subscriptions. PowerShopper reaches high-spending retail consumers, directly at their door, on Saturday and Sunday, with retailers’ pre-printed inserts. All delivered in a durable, full-color branded polybag (get your program information sheet now).
- Launched PowerSamplingTM, another front-door marketing option that allows advertisers to get samples into consumers’ hands before they make their shopping lists. Download a copy of our program information sheet for details. According to Information Resources International (IRI), in their October 2009 Times and Trends Report, 83% of consumer buying decisions are now made at home, and coupon redemptions were up nearly 20% last year. Email me now if you’d like a copy of the IRI report.
- Appeared in Adweek’s Special Out-of-Home Advertising Report, an informative resource you can download here. This opportunity was especially exciting for PowerDirect. Not just because one of our most successful direct-to-door programs was featured (McDonald’s McCafe launch) or that our CEO was interviewed. But also because we unveiled to millions of marketers, agency staffers and media companies our new brand positioning.
- Hired several experienced and very talented marketing, sales, operations and support team members, many of whom are working with me now to meet or reconnect with PowerDirect’s past and current customers.
So what’s new with you?
There’s a lot more to tell but I’ll save some for next time. Until then, please feel free to contact us at (949) 253-3440. Let us know what you’re doing now and whether your marketing and promotional needs have recently changed. We have a lot more ways now to help you get the results and ROI you want. Click here to sign up for our quarterly newsletter, containing our latest news, valuable marketing tips and special offers.
P.S. Don’t forget to download Adweek’s Special Out-of-Home Advertising Report, featuring PowerDirect’s new, cost-saving programs.