Buy this! Clearance Sale! Lowest Prices of the Season! We’ve heard
and seen it all. Ad campaigns aimed at getting consumers to come into retail stores to get the best deals. With the ever-shifting economy, retail stores are struggling to keep sales up and are looking for any means of generating new sales even if it means losing money on lower cost items to drive clients to the door. However, there is one solution to this that could be highly successful with very low cost and less overall revenue loss: door-to-door marketing using door hangers.
With the introduction of the internet, many retailers are struggling to get consumers to even step foot inside their doors. Consumers have no motive to be physically present when everything is readily available at their very fingertips through the internet. In order for retailers to continue to generate sales in-store, they must find a means of creating a motive for consumers to come into their establishment and make it worth their time. While the internet may offer convenience, it is not personal. The general public still craves face-to-face interaction. When consumers enter a store, their buying experience suddenly becomes a personal experience. The very essence of this personal experience is that it creates a means by which to generate a great rapport and thus creating loyal consumers who will likely continue to visit these retail stores regularly.
Internet sites like Amazon have made a big impression on the downfall of retail stores. For some consumers, “lower prices at Amazon could be especially effective in the current environment because the recession has made shoppers more cost conscious. Consumers continue to spend more time surfing the Internet and younger, Internet-savvy shoppers are gaining income as they age,” (Jannarone 1). Many internet companies take advantage of the fact that their stock is much larger than retail stores. However, there are still some aspects in which internet shopping proves to be undesirable for the consumer. While the consumer has the convenience of buying right from their home, they are still stuck with shipping costs and sometimes even significant long wait periods. Retail stores offer products that are readily available at any point in time.
With so many ad campaigns running on the internet, television, and social media, it is easy for consumers to ignore or lose track. It seems as though, “today’s distracted consumers, bombarded with information and options, often struggle to find the products or services that will best meet their needs,” (Davenport 84). It is important to note that to run a successful ad campaign, the right data and information must be gathered in order to reach targeted audiences. Through the method of data analytics, companies can target “individuals with perfectly customized offers at the right moment across the right channel [and] is [the] marketing holy grail,” (Davenport 870). Target data is the way to go in order to get higher response rates. Door-to-door marketing firms offer this type of data analysis. Therefore, door hangers can be easily customized and created in various versions and forms to attract different consumers and demographic types.
Through data analytics, door-to-door marketing is able to generate information about consumers’ buying habits and also their likelihood to respond to certain advertisements. It is important that companies wanting to successfully run a door hanger campaign, “incorporate data on customers’ responses in follow-on offers,” as well as “formulate rules of thumb for designing new offers that are based on the performance of previous ones,” (Devonport 88). Door hangers are a great way to incorporate specials and offers. However, in order to do so, companies must understand the steps it takes to make these offers work best for them. This “involves four steps: defining objectives; gathering data about your customers, your offerings, and the contexts in which customers buy; using data analytics and business rules to devise and execute offers; and, finally, applying lessons learned,” (Devonport 87). First and foremost, a plan must be set into place. The retail store must have set goals and projections for their marketing campaign. Once that plan is set into place, data analysis through the means of marketing firms will help gather all the appropriate data needed to not only run the ad campaign, but to improve their strategies with customized offers according to the targeted demographic audience.
Although the internet shopping has been the source of much of retail downfall, retailers should not be discouraged. Incorporating door-to-door marketing in their ad campaigns could help generate the right responses, continued clientele growth, and loyalty. Door hangers reach the consumer right at their doorstep offering an advertisement that simply cannot be ignored. Thus, response rates are likely to increase as consumers receive door hangers customized to fit their needs and offering a greater incentive to jump off the internet shopping bandwagon and step right up to retailers’ doorsteps.
Davenport, Thomas H., Leandro Dalle Mule, and John Lucker. “Know What Your Customers Want Before
They Do.” Harvard Business Review 89.12 (2011): 84-92. Business Source Premier. Web. 20 Nov.
Jannarone, John. “Retailers Struggle in Amazon Jungle.” Wall Street Journal – Eastern Edition 22 Feb.
2011: C8. Academic Search Premier. Web. 20 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.
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.
For retailers and brands, front-door marketing can be quickly executed and a complement to holiday marketing campaigns.
The NRF estimates that 2011 holiday retail sales will grown 2.8% during November and December, totaling nearly $465.6 billion. With several key holidays (like Thanksgiving, Black Friday, and Christmas) just around the corner, is your advertising or marketing campaign garnering you a good share of consumers’ spending dollars?
Consider giving your campaigns a boost with front-door marketing. With a speed-to-market of only 14 days from receipt of approved art work, front-door marketing is the perfect complement for retailers and marketers who need to get a message into a market quickly to:
- Increase store traffic
- Promote specific brands or products
- Boost slumping markets
Learn more about front-door marketing’s unique speed-to-market here and share with us how you boost your holiday retail sales.
Mass retailers like Kohl’s, Macy’s and Target are looking to move summer merchandise fast to make way for their fall offerings. In addition to slashing prices, retailers across the country are attracting customers out of the heat and into their cool, air-conditioned stores with front-door marketing. So what are your customers waiting for? Help them decide that it’s time to pick up that super cute bathing suit they wanted back in April, not only at a sale price but perhaps at an even deeper discount in the form of an attention-grabbing coupon right on their doorknob.
With a high-value retail offer waiting at the front door, brands have the opportunity to get the attention of parents who are busy juggling summer activities and priorities. And while more families are taking ‘staycations’ to save on gas and lodging, that doesn’t necessarily mean they aren’t trying to beat the heat in the latest summer fashions and accessories. With a big need for shorts and tank tops but little room for big splurge, consumers are looking to brands that appreciate and respect their position. Retailers must in turn attract consumer dollars more creatively and at every strategic opportunity.
Front-door marketing can be executed quickly and easily to drive response with a compelling offer that gets consumers to act. With a start to finish timeframe of as little as two weeks, retailers can have their branded message delivered to the front door of some of their best and most promising customers.
What are you doing to get shoppers into your store during the lazy days of summer?
Retail momentum continues, as consumers’ desire for discounts is fueling promotions and shopper incentives
Retailers were generally pleased with the 2010 holiday season, seeing 5.7 percent growth over 2009 and handily beating initial projections by the National Retail Federation. In fact, the NRF further says that January marks seven straight months of retail gains, demonstrating that many consumers are ready to spend after a long and difficult economic slump. It’s a winning situation for consumers – retailers are anxious to maximize this upswing and are upping their game with continued promotions and discounts.
Good news for shoppers who have come to expect some level of competition for their spending power. Their expectation of value is rock solid and increasing the pressure on retailers to deliver. For retailers it is a bit trickier though, and marketing efforts must break through the barrage of promotional activity to really get the consumers’ attention as they travel the path to purchase. Shoppers have become savvier about sifting through their options – comparing prices and demanding value as they prioritize their spendable income.
In turn, marketers are layering additional tactics onto established and successful retail marketing strategies. Capitalizing on what they already do well – such as developing incentives that demonstrate real customer understanding – marketers are raising the bar by adding underused channels such as front door marketing into the mix. Bypassing a crowded field of messages, retail marketers are in some cases exceeding a 20 percent response rate.
Are your retail marketing initiatives generating the results you need, especially as Americans seem to be stepping out of their years-long spending slump? And if not, what are you doing to expand on your campaign strategies?
Valentine’s Day, Presidents’ Day, St. Patrick’s Day – You Name it; Retailers Have Been Using ‘Holidays’ to Drive Customer Traffic for Decades
Ah, love is in the air. Just look around. On TV, in newspapers, magazines and online – who needs a calendar to be reminded of Valentine’s Day when the good folks at Hallmark, Teleflora and Godiva are pulling out all the stops to ‘nudge’ you into buying or doing something nice for your sweetie.
According to a recent study commissioned by the National Retail Federation, the average person will spend $116.21 on traditional Valentine’s Day merchandise this year, up 12.8 percent over last year’s $103.00. Couples this year will spend an average of $68.98 on their significant other or spouse. And total holiday spending is expected to reach $15.7 billion.
For years marketers have been relying on this and fringier holidays to boost sales. (Presidents’ Day is the perfect time to buy a mattress, right?). No matter how silly some of the sales connected to the various holidays seem, they do represent yet another opportunity for retail marketers to connect with consumers who are more willing to spend as the economy strengthens.
By adding alternative channels to the mix, marketers can extend these ‘holiday’ sales efforts and expand their reach beyond the ordinary. The new twist on front door marketing combines the same scientific data used in traditional direct marketing channels with unique special offers to deliver the right branded message to the right door. Yet another layer to an aggressive marketing strategy designed to get customers into the store.
Are you taking advantage of all the right effective channels to drive retail traffic?
What comes next?
It was a happy New Year, indeed, for U.S. retailers. After a stagnant 2009 holiday season, there was a great deal to celebrate. The latest report from MasterCard Advisors’ SpendingPulse™ shows a much better than expected holiday season for retailers with overall season-over-season growth of 5.5 percent. Wonderful news for an industry that was holding its breath.
As retailers and shoppers recuperate from the frenzy, a little lull is to be expected. But savvy marketers are looking for innovative ways to get consumers back into stores. Post-Christmas clearance sales combined with gift returns and gift cards received are solid motivation for return traffic. In fact, with total holiday gift card spending estimated at $24.78 billion, there’s money burning a hole in the pockets of millions of Americans, and opportunities abound for retailers to increase sales beyond that initial gift card amount.
While TV and newspaper ads are logical channels to promote post-holiday deals, consumers are simply tired of the onslaught. To reach them where they live with offers they can’t resist, front door marketing can seal the deal. The tactic has been around for awhile but has recently been elevated to a science and a viable subcategory of the direct response discipline. Previously considered less strategic, almost “untargeted” for a broad audience, today’s front door is ripe for the same precision targeting used in other marketing methods. Data research, analysis and application have significantly increased effectiveness, dramatically shifting industry perceptions of the channel. By using high-level data, major brands are placing the most relevant offer directly with the right customer to deliver a tangible competitive advantage. This decidedly updated and strategic approach bypasses a crowded field of messages and motivates consumers to respond.
In the aftermath of a stellar holiday shopping season, what are you doing to get shoppers back to your store?