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.
In our last post, we discussed why a media like front-door marketing which delivers to the home is crucial for CPG and shopper marketers to leverage in creating an integrated shopper experience. But how can an alternative, non-traditional media like this be incorporated into a full-fledge CPG campaign? Here, we’ll share three front-door ideas to help you get started.
1. Front-door Sample
Sampling through the front-door is a very targeted approach, different from in-store or event sampling which reach category non-users and therefore have wasted sampling. Other benefits of front-door sampling include a shorter lead time (usually 10 to 14 days), no duplication (such as occurs in-store with repeat booth visits), and efficient cost per targeted sample delivered. Front-door sampling campaigns can mimic the brand’s campaign creative to drive synergy from the the contact in-home through to the store.
2. Shopping List Door Hanger
Get the ultimate control with shoppers with a shopping list door hanger and dictate where shoppers go in-store. You can also highlight brands front and center by adding them as a “must-have” item on the shopping list or by offering a specific promotion. A shopping list door hanger is also a great way to tie-in various different products, such as a “Family Dinner Shopping List” which could outline all the different products needed to cook a family dinner.
3. Reusable Shopping Tote
A reusable shopping tote, delivered as a branded bag or packaged into a smaller shape, helps you gain brand impressions from the store all the way to the store. Shoppers will value a quality tote that is environmentally conscious and additional incentives can be tied into the tote (i.e. 5% discount if you bring it in-store). The tote can also serve as a vehicle to physically hold other offers and inserts.
You may also be interested in this case study about how front-door marketing was leveraged to increase trial for a product launch.
The Hispanic market represents a huge potential and challenge for every marketer. As reported by AdAge, US Hispanic media spending grew faster than general market media, with a 4.6% growth in 2011. However, strategies and spending varied across the board for the 50 largest Hispanic advertisers, with some slashing budgets while others, including Procter & Gamble, Ford Motor Company, and Kraft, posted big increases.
With these varied results, how can marketers ensure their advertising dollars are maximized with the Hispanic audience? Here, we share 3 tips to get your best result:
1. Deliver cultural relevance.
As with any type of multi-cultural campaign, differences in dialects, food, acculturation level, and values can impact a marketing campaign and should be considered. For the Hispanic audience, whose constituents identify by country of origin (e.g. Mexico, Puerto Rico, Salvador, etc.), even idioms or local colloquialisms might not translate from one Hispanic subgroup to the next.
2. Reach consumers when they’re most responsive.
Hispanic shoppers are responsive to incentives and offers, and reaching these shoppers during the decision-making process is critical. As most purchase decisions are made even before a shopper steps into a store, marketers must make an effort to reach shoppers at home. With the increasing number of consumer touch points available to marketers now, care must be taken to rise above the ever-increasing ad clutter.
3. Create word-of-mouth to amplify impact.
Localized campaigns, like front-door marketing, that are relevant and include valuable offers can create greater traction by leveraging the natural word-of-mouth, large family size, and the close-knit nature of Hispanic communities. The key here is to focus on delivering a hyper-local advertising message that can be naturally shared by the Hispanic shopper and their immediate community and network.
What other tips would you offer to maximize a Hispanic marketing campaign?
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?
Record-Level Couponing Reaches Best Customers, Not Just Deal-Seekers
After a coupon glut in the 90’s, some brands refocused efforts on everyday low pricing – however sweeping factors like unemployment, rising gas prices and a faulty economy have steadily increased consumers’ sensitivity to pricing and sharpened their focus on getting a good deal. On everything.
Coupons and coupon users have changed with the times. From casual users, to enthusiasts, to evangelists, to extreme couponers a la TLC’s television show – brands have recognized a shift in how coupons are perceived, valued and redeemed. Today, coupons are a hot commodity valued by a much broader range of the American public, and offered strategically by forward-thinking brands charged with developing buzz and profits amid recession. Via Google Insights for Search, “coupon” or “coupons” recently indexed at more than twice their 2006 pre-recession levels. Growth was steady through 2009, leveled off in 2010 and reached new heights in early 2011 – in step with growing consumer concern for value and savings.
Brands are more than ever recognizing coupons as an opportunity to build consumer awareness and trail, as well as a platform to tell their value story. Front-door marketing is proving highly viable in this effort – but requires some expertise in order to make of the most of a strategic opportunity. For example, your brand is being invited into someone’s home right through the front door – don’t show up empty-handed. Consumers have a strong expectation of quality from their favorite brands, and front door marketing campaigns must meet or exceed this bar. As a result, the front door offer is typically higher in value than offers made through other channels, providing the most compelling call to action and ensuring greater result by being remarkably worthy.
Are you considering the strategic couponing opportunity presented by the front door and its ability to communicate powerfully on a personal level? And if so, are you tapping channel expertise to develop the most compelling offers and maximize the front door as a customer venue?
Random Deals Have Their Place – But Targeted Offers are Often the Better Deal, Both for Consumers and Major Brands
The appeal of a deal that is just too good to pass up can be, well, difficult to pass up. And a new one every day may sound great in theory – but that sweet price break is not always a highly relevant offer. More accurately, it is rarely relevant. Daily deal websites such as Groupon, Living Social and Gilt may entice the saver in all of us, but as they fill up email boxes, text messages and Facebook pages, the subscriber may begin wondering what they really signed up for.
From the marketer’s perspective, Groupon charges a comparatively high percentage of the pre-paid coupon’s face value. This model is only ideal when the marketer’s product has a very high margin (like services such as spas) or needs brand awareness that is too costly to develop through other channels (e.g. small, unknown, local businesses). Larger retailers such as restaurant chains, major retailers and brand manufacturers have slimmer margins, are better known and just don’t need to widely offer such deep discounts.
Are there better options? While daily deal sites are still proving their usefulness, there are alternatives that are highly targeted, provide significant value and cost the consumer nothing up front. One such method is front-door media – used by major brands like McDonalds, Kohl’s, Home Depot and Best Buy to bypass the mailbox and get the right message of value directly into the hands of their target shoppers. Similar to the daily deal sites, the discounts are significant – often in the neighborhood of 50 percent off or more – but unlike those sites, the offers are highly targeted and meant for the recipient based on a variety of factors such as demographics, lifestyle segmentation, consumer behavior, ethnicity and consumer buying power. Front-door marketing is not a new tactic, however it’s more sophisticated than ever, and effectively poised to drive traffic and purchase decisions as part of an overall marketing program.
Are you considering new, untargeted and unproven methods to increase sales? Will the end result warrant the investment? Shouldn’t a major brand like yours be speaking directly to your customers with branded offers delivered directly to the front door?
Black Friday Encourages Retailers to Keep Those Deals Coming
Disappointing retail results for the past several holiday seasons have led to sales and specials that go well beyond the hype that is ‘Black Friday.’ The lines have definitely been blurred with prices slashed throughout the months leading up to Christmas. This aggressive effort seems to be paying off this year with retail traffic up significantly.
In fact, recent survey results from the National Retail Federation show that 212 million shoppers visited stores and websites over the four day-long Black Friday weekend, up from 195 million last year. In addition, people spent more, with the average shopper shelling out $365.34, up from last year’s $343.31. And total weekend spending reached an estimated $45.0 billion. These figures don’t even take into account the 37.2 percent of Americans who planned to begin holiday shopping before Halloween.
To get the attention of today’s consumer, retailers are taking advantage of the myriad channels available to them. Print, online, television, direct mail – ads are coming at us from every direction. It’s all good but it can get confusing and many times it’s in one ear, out the other. One under-utilized marketing channel is rising above the noise though, demonstrating significant success for major brands across the country. These retailers have committed to reaching the right customers with ‘too good to miss’ offers delivered right to the front door.
The front door is an ideal meeting place – uncluttered, highly visible and primed for action. And today’s front door marketing brings value to a precisely defined audience, with measurable results enabled by technology-based processes. Certainly, the right message combined with a compelling offer receives more consideration in the comfort of the home where consumers are relaxed, more responsive and making their shopping plans. It’s a channel that’s working for major retailers around the country. Are you doing all you can to reach your customers to drive holiday traffic with special discounts meant just for them?
Consumer behavior has changed dramatically and smart marketers are paying attention. Seeking value as a priority, paying cash for necessities, foregoing credit cards, searching for discounts and putting money in the bank have become the norm thanks to the recent recession. Spending is more cautious, with consumers looking for deals, using coupons and actively focused on getting the most for their money. And while the recession may officially be over, some economists say many of these changes in spending habits, initially seen as temporary, have taken hold for the long haul. The 2010 Nielsen Economic Current states “value remains the mantra and the new normal is characterized by restraint.” The report also indicates that shoppers across the U.S. and Canada are cutting back on trips to the store, seeking value and balancing their purchases with a mix of branded and store brand items. This economic trend represents a significant opportunity for marketers, going beyond the sole purpose of grabbing someone’s attention, and instead delivering usefulness and value.
Further, internet research firm Burst Media recently surveyed more than 4,500 women, age 18 and older, concluding that coupon use, in both the online and offline world, is growing. In fact, nearly one-third (32.4%) of respondents consider themselves ‘frequent’ coupon users and one-third (34.0%) are using coupons more frequently today than they were six months ago.
High value offers characteristic of front door marketing strategies may fill a gap here – demonstrating a brand’s understanding of customer needs, while meeting a customer’s expectations of value. If it’s all about the getting the right offer on the right door, today’s creative front door media can make a high value offer stand out. Gift cards, sweepstakes, tear-off offers, and sensory marketing with sound, scent or taste are available media options and represent a dramatically personal approach suited for major brands seeking to offer special treatment to their best customers.
If customers have high expectations of value from their favorite brands, what are you doing to deliver VIP treatment to their front door? Is your offer high value enough to walk through your customer’s front door as a welcome visitor?