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.
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.
According to a recent poll by the American Marketing Association, 27% of marketers are looking to try something new. http://ow.ly/gDmxK
To combat ad clutter in an increasingly noisy landscape, data suggests an advantage goes to marketers who embrace a highly targeted yet multichannel approach. A recent study by ATG confirmed that nearly 80 percent of consumers consider more than one media channel when making purchasing decisions and 25 percent use three channels or more.
The front door, however, represents an underutilized, additional channel— free of the clutter that appears in the mailbox, online and on TV, and a highly visible avenue for message placement. This represents a vast and largely untapped channel for Fortune 500 brands to bring value to a precisely defined audience, with measurable results enabled by technology-based processes. Most consumers are tired of established mass advertising and direct marketing methods that bring self-serving messages and little to no value so the high-value offer left just for them is perceived as personalized, special treatment from a trusted brand.
2013 is the perfect time to try front door as a strategic marketing channel. Further, science and technology — the same tools that are routinely applied to the more crowded media venues – are enabling front door campaign execution with controlled, technology-based precision. Marketers have a quiet, uncluttered environment to offer value and build ROI with an intelligent, response-driven mechanism.
What other alternative media channels have you added to your campaigns? Isn’t it time you tried front-door marketing?
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?
To 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!