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.
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.
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.
Driven by Competition, Cable Marketers Get Creative with Precise Targeting Strategies
Advances in cable television, broadband speeds and communications options are fueling the growth of today’s cable services industry. At the same time, economic issues and an ever evolving landscape are causing consumers to take stock and make choices carefully, evaluating not only varied options for telecommunications service – such as MSOs (Multiple System Operators), digital satellite providers and telephone companies – but also their choices within the preferred company’s menu of services. In this highly competitive space, cable operators have seen their subscriber counts drop 3.8 percent to 23.2 million in the top 15 markets during the first quarter of 2011, according to SNL Kagan.
Furthermore, customer churn is an industry-wide problem, and new subscriber acquisition is a constant challenge for marketers. Advertising in traditional media like television, radio, and newspaper can be effective, but these methods are also overly broad and waste resources on audiences outside the subscriber footprint. Direct mail is inherently targeted, but can also be quite costly and not necessarily actionable. So what is the solution for marketers?
Well, refining the direct option with response-driven front-door marketing is proving successful in meeting these challenges – leveraging improvements in data research, analysis and application for competitive advantage. Today’s front-door marketing campaigns take a scientific approach that incorporates the same precise targeting methodologies as direct mail but remain focused on placing a relevant offer with only the most appropriate customers.
Tasked with growing their footprint while increasing their subscriber penetration, cable service providers are turning to this revitalized, grass roots medium. By leaving an ‘invitation’ at the front door, front-door marketing puts the message and corresponding offer directly in front of a captive audience – receptive and relaxed in their home environment where many purchasing decisions are being made. Additionally, the front door is distanced from the stacks of junk mail at the mailbox and the barrage of noise on the television and computer. With a targeted brand message and high-value offer in hand, subscribers are driven to give serious and immediate consideration to what has been presented.
Take the case of one of our telecommunications client whose regional team approached Power Direct to assist in promoting awareness of their branded fiber optics network among new and existing customers in two specific markets. Power Direct’s ability to quickly dispatch the campaign from start to finish within 14 business days was an important advantage for the cable service company. The recommended program delivered a printed 4-panel front-door media piece, which allowed the client to more fully convey the brand’s message and value proposition. Interested customers were then encouraged to call an 800 phone number printed on the inside. The client was also provided with a targeting recommendation that included targeting of zip codes with a high penetration of homes passed (homes within the cable provider’s footprint) to efficiently maximize the client’s reach.
What are your current media options for reaching new customers?
Front-Door Marketing Helps Increase Customer Acquisition, Retention and ARPU
In nearly every aspect of life, economic concerns and a rapidly evolving landscape are causing consumers to make spending choices cautiously. Yet even so, IDC’s recent report on U.S. Consumer Fixed Broadband Services forecasts consumer demand for fixed broadband services to remain strong. The market is expected to increase by nearly 13 million new consumer broadband subscriptions before 2015, even amid economic challenges for the industry. This anticipated growth is great news for cable providers, but capturing market share is clearly a tricky proposition that will take some creative thinking and smart marketing.
Leading cable providers such as Comcast, Time Warner and Cox Communications have leveraged front-door marketing’s sophisticated data intelligence, high-quality physical media, eye-catching creative and an attractive offer to meet a variety of marketing objectives. Front-door marketing has the ability to attract new subscribers, while working to recapture subscribers who have “cut the cord,” downgraded their service, or may be in the market for bundled services.
Consumers may be just plain tired of scrimping and saving – driving interest in minor indulgences such as affordable access to cable services for home entertainment and communication. But making cable affordable is just part of the equation. The ability to get the right message to the right audience – whether it is a limited-time offer, special pricing promotion, free trial period (premium channels) invitation, tiered package offer, or other subscriber incentive – is critical to gaining market share.
Front-door marketing is proving highly effective in this arena, delivering special offers and promotions to meet new customer subscription goals and increase average revenue per user (ARPU). Are you efficiently and effectively reaching the consumers in your subscriber area with relevant services and ‘can’t miss’ offers?