Making a Grand Entrance for Your Grand Opening

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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.

 

Works Cited:

Bowyer, Tracey. “Four Steps To Nail Your Grand Opening Marketing

Strategy.” Franchising World (2015): 38-39. Business Source Premier. Web. 28 Sept. 2015.

 

 

Direct Delivers Results

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.

 

 

5 Terms to Help You Evaluate Your Front-Door Program and Partner

Defining-Front-Door-MarketingOver the years, we’ve worked with a multitude of clients within various industries, all of whom have needed some education, in some form, in front-door marketing. Instead of providing all of our sales collateral and presentations, we’ve listed five key terms (and their definitions according to PowerDirect) to help you frame a better understanding of front-door marketing, and how to evaluate future front-door partners.

1. Front-Door Marketing
(noun) A highly specialized and measurable discipline that uses creative, precisely targeted media to reach and engage consumers through one of the last uncluttered environments — their front door.

Contrary to popular opinion, front-door marketing isn’t just door hangers. Polybags, boxes, and express envelopes are among the different print materials and construction that can be delivered to the front door. In front-door marketing, the focus is on the uncluttered space, rather than the media type. Your front-door partner should be able to develop any type of front-door program for you — and not just using door hangers.

2. Block Groups
(noun) Formally known as US Census Block Groups, these are Census-defined territories of approximately 100 to 400 households, and typically smaller than a zipcode, which includes approximately 13,000 households.

Block group targeting and delivery is unique to front-door marketing because it allows for extremely targeted and efficient distribution, while still providing enough market coverage. Ask your front-door partner at what level they target and deliver (DMA, CBSA, zipcode, or block group) to determine overall program efficiency.

3. Reco or Counts
(noun) Short for “recommendations” and “household counts”, these data sheets outline the program’s targeting recommendation based on specific consumer demographics

Recos and counts are a good demonstration of a partner’s targeting capabilities and experience. What typically happens in the targeting analytics process is that the front-door partner will rank all the block groups in your desired market based on your ideal customer profile (or specific demographics) and select the “best block groups” for your campaign. Ask your front-door partner for counts or recos in a specific market; your front-door partner should be able to provide you with recommendations that include not only demographic, but also psychographic and expenditure information.

4. GPS Delivery
(noun) Delivery that can be tracked and verified via a global positioning system

The use of GPS technology varies across the front-door marketing industry. What doesn’t vary is the back-end reporting and analysis of the GPS “maps”, which log GPS coordinates and movements on a satellite map image. Ask your front-door partner to provide you with a post-campaign GPS map and analysis. Their GPS teams should be able to provide you with information on how fast the delivery occurred, any indications of abnormalities in delivery, and a grade for the overall delivery.

5. Overages
(noun) Block groups that are similar to program-selected block groups, and have been identified as “contingency” zones in the case that program-selected block groups cannot be delivered to.

Overages are basically contingency areas. Most front-door marketing companies recognize that not every city is a perfect delivery zone. Geographical limitations may prohibit delivery in certain block groups; thus, overages will address this challenge. Ask your front-door partner what limitations they have on delivery and what their policy is to address these limitations.

Are there any other front-door marketing terms you’ve encountered and don’t have a definition for? We’ll be happy to help you define them; just leave your comments below!

The 5 Most Common Myths About Front-Door Marketing

Truth-Myths-Front-Door-MarketingTo be frank, when we say “door hangers”, there are certain perceptions attached to the media. Yet which of these perceptions are true and which are actually just myths? Learn the 5 most common myths about front-door marketing and door hangers, and the truths about consumer perceptions, delivery, and dumping.

Myth #1  Door hangers are a flimsy, low-quality media for mom-and-pop shops, not major brands.
The truth? While door hangers have historically been perceived as cheap and used by small pizza and laundry-mat chains, today’s door hangers are nothing like their predecessors. PowerDirect’s industry-leading standards have reinvented the media into a large format size (5.5” x 17”) that is printed on quality stock, and is visually impactful. Fortune 500 clients like Comcast, Clorox, and Verizon have recognized the value of the media and regularly employ it as part of their marketing campaigns.

Myth #2  During delivery, delivery crews dump the door hangers into the trash.
The truth? Dumping used to be an industry problem, but the introduction of technologies like GPS and dedicated auditing teams have minimized dumping issues. Furthermore, having worked with our delivery teams for more than 10 years, PowerDirect has trained and educated the delivery teams to meet our exacting distribution standards.

Myth #3  People don’t like door hangers, and response rates are dismal.
The truth? Less than 1% of all calls received through our Customer Service line are opt-outs from people who don’t want to receive door hanger advertisements. As for the response, while the industry average varies due to the different delivery standards, PowerDirect’s clients have seen response rates between 1% – 2% and usually greater than other comparable direct mail or solo mail efforts.

Myth #4  I don’t want to deal with all the consumer complaints.
The truth? Our policy is to direct all consumer inquiries, including complaints, to our in-house Customer Service team. Our team handles all opt-outs (usually less than 1% of all calls), requests for additional door hangers (yes, we do get these very often!), and miscellaneous inquiries. Aside from our phone support team, our in-field Auditors also deal with any field issues as they occur. 

Myth #5  Door hangers are more expensive than other print media.
The truth? The pricing for front-door media will vary depending on the media type (door hangers, polybags, boxes, etc.), but we’ve found that our pricing is very comparable to solo mail. We’ve also found that the ROI for front-door media campaigns are higher than other print media because front-door marketing, delivered to one of the last uncluttered spaces, successfully engages consumers. 

What other myths have you heard about door hangers or front-door marketing? Leave your comments, and we’ll add them to the list!

Effective Front-Door Marketing Can Meet a Variety of Goals – Quickly

Working with an Experienced Partner Sets the Foundation for Success

Handled with skill and technology, today’s front-door marketing campaigns are able to generate results faster than most other media. In fact, with a highly-efficient distribution system in place, speed-to-market can be maximized with campaigns frequently executed in a 10-14 day timeframe.  Now that’s a fast track to results, which can be tied to a range of client metrics or priorities.

Consumers redeem front-door media offers in-store, and coupon redemption is tracked to evaluate campaign results.

There are a number of ways to measure success and it’s important to determine those criteria up front.  Frequently, the ultimate goal is redemption of a promotional offer, however front-door marketing can and does serve a variety of purposes.  It can be used to generate traffic, provide loyalty incentives, increase awareness or reinforce branding efforts; it is an ideal component to an acquisition, retention or ‘re-activation’ program. 

The medium also works well to reinforce a position when a company is expanding or finds itself going head to head with the competition.  New product launches and trial programs can be targeted with pinpoint accuracy, getting information and product into the hands of those most likely to respond. Response-driven mechanisms like coupons, toll-free numbers and drive-to-web incentives are popular and effective – made even stronger by working with a skilled, trusted front-door marketing partner.

Meeting marketing goals effectively – while communicating a strong sense of brand – is a top mandate for national and regional businesses, and is well-supported by delivering a high-quality message of value to a very precise target.  Are you defining metrics and moving quickly to engage your best prospects? Are you teaming up with an experienced and knowledgeable front-door marketing partner that knows the ins-and-outs of deploying a successful campaign?

Pinpointing Your Audience

Using the Front Door to Reach Your Most Valued Customers

Every marketing campaign requires thoughtful analysis and identification of the best prospects based on the brand’s targeting strategy and available data. For front-door campaigns, data must be analyzed with the front door in mind – including information reflecting behavioral characteristics, geo-demographics, and transactional information whenever possible.   The ability to consider these factors and apply the information strategically has in fact enabled front-door marketing as a highly targeted strategic tool.  

Photo courtesy of Raymond Shobe via flickr.com

For example, a recent campaign was executed to promote the launch of a new family film.  The front door campaign was executed within 3 days of the movie’s launch, delivering to 4 states simultaneously. U.S. Census block level data was used to identify target family neighborhoods, eliminating waste by delivering the offer only to families with young children.

Prior to such skillful targeting capabilities, marketing pieces were delivered to the front door based on ZIP code saturation.  This meant everyone within a ZIP code (approximately 13,000 households) would receive the same piece of media regardless of demographic importance or project objective.  By abandoning the ZIP code approach and moving to the use of U.S. Census Block Groups – census-defined territories of approximately 100 to 400 households – this process has been substantially refined to enable extremely targeted distributions.  Digging even deeper, custom profiles can be created using Census information, household purchase behavior and lifestyle segmentation; this identifies clusters of homes that will in turn deliver the highest response rates on the campaign’s objectives.

Are you achieving results by pinpointing your target, or wasting marketing resources by blanketing a too-broad group?  Consider creative integration of front-door marketing programs within your overall marketing strategy.

PowerDirect Discusses GPS Technology at 36th AAPS Conference

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.