Door-to-Door Marketing: Getting Consumers to Step

Screen Shot 2015-11-25 at 7.48.40 AMBuy 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.

Works Cited:
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.
2015.
Jannarone, John. “Retailers Struggle in Amazon Jungle.” Wall Street Journal – Eastern Edition 22 Feb.
2011: C8. Academic Search Premier. Web. 20 Nov. 2015.

The Benefits of a Door Hanger

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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.

 

 

Front-Door Creative Ideas for CPG Marketers

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.

Front-Door-Shopper-Marketing-Ideas1. 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 Path to Purchase Starts at Home

Shopper marketing was once thought of as a purely in-store experience, with specific outreach to consumers as they browsed aisles in an effort to close the deal. But marketers today are recognizing that shoppers arriving in the store are not completely blank slates waiting for the right marketing message to move their purchasing decisions. Much of their motivation to purchase starts at home and for any number of reasons.

How to drive shopper marketing with front-door mediaToday’s shopper marketing takes a broader approach, and includes a variety of tactics that touch, and ultimately engage, the consumer all along the path to purchase. Experts in the field now recognize that consumer motivation begins at home where media can be viewed and reviewed in a leisurely fashion.

This planning phase has culminated into the routine “shopping list” with ongoing Integer Group Research confirming that 43 percent of general market consumers “always” rely on a shopping list in an effort to save money. Research from the Grocery Manufacturers Association also confirms that more than 40% of shoppers make their brand-buying decisions before they get to the store, and nearly 95% of shoppers make lists and plan their purchases before they enter a store.

So what’s the opportunity for marketers? Delivering a targeted message and offer to shoppers at home can influence purchasing decisions and put brands on the consideration list.

Marketing to shoppers while they are at home drives awareness and consideration, trial and action, and loyalty and advocacy. Furthermore, research has shown that brand loyalty is built in the home. For example, a child grows up with loyalty to brands that the mother, usually the main shopper, buys.

Front-door marketing, one of few media with direct access to the home, is optimal for brands looking to create an integrated path-to-purchase experience. Starting with a targeted and uncluttered messages to the home (via door hangers, polybags, or samples), front-door marketing drives shoppers from the home to the next phase in the path, whether its to a website or in-store display. The traditional path-to-purchase picks up from there; by adding that front-end, in-home component, marketers gain an important, impactful point of contact that can successfully launch the shopper experience.

What do your shoppers’ paths-to-purchase look like, and are you maximizing every potential contact with them?

To learn more about Power Direct’s shopper marketing solutions to the CPG industry, visit our website here. You may also be interested in this case study about how front-door marketing was leveraged to increase trial for a product launch.

3 Tips For A Better Hispanic Marketing Campaign

Targeting-Hispanic-Consumer-with-Power-DirectThe 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.

To learn more about how front-door marketing reaches and engages Hispanic consumers through the front-door, check out this Portada article or read one of Power Direct’s case studies.

What other tips would you offer to maximize a Hispanic marketing campaign?

Why Print Media Isn’t Dead, According to Forbes

Print-Isnt-DeadAccording to this recent article from Forbes, print media is far from dead–it’s still a powerful and necessary component of any ad campaign.

Read the full article here, and here are some of the main benefits–all of which we agree with!–of the print media that makes it a strong contender in today’s marketing world.

  • Tangibility – The physical nature of print media increases its longevity, a direct contrast to the ephemeral nature of online ads.
  • Credibility – A sense of legitimacy is still inherent with print media. Unlike online ads which have spawned a fear for spam and viruses, there’s no danger posed with print media.
  • Target Marketing – The variety of print media options means you can target and reach any specific audience, no matter how niche.
  • More Engaging – Websites and online ads are skimmed, usually within 15 seconds. On the other hand, print media is tangible and thus, more engaging.

Are you currently using print media in your ad campaigns and, if so, what advantages have you seen over other media channels?

Understanding Diminished Response to Brand Marketing

Reasons why your marketing ROI may not be what you expect

Media-Clutter-NoiseMarketing to today’s consumer has become more complex. The communications landscape of today is busier and unlike anything ever before, with information and messages coming from mail, email, telephone, Internet, radio, television, mobile, social, even outdoor communications. Consumers are facing a surge in information that has the potential to, at best, overwhelm and, at worst, alienate. While marketers do calculate their targets, targeting may be too broad or a single consumer may represent the sweet spot for any number of target groups. As a result, that individual walks away unresponsive and feeling as if bombardment really is the name of the game. 

The New Normal
Broad-sweeping financial, economic and even political issues have had impact on the lives of Americans today. There is in effect a new normal, defined as permanent changes in consumer thinking based on the recession and economic challenges. Seeking value as a priority, paying cash for necessities, foregoing credit cards, searching for discounts and putting money in the bank have become the rule rather than the exception. 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. 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.

Feeding Fragmentation
At the same time consumers are overloaded with marketing messages that may or may not be applicable, marketers are dealing with increasing audience fragmentation. There was a time — a very short time — when a television ad could reach 70 percent of the viewing audience. Nowadays, network television has given way to an army of terrestrial, cable and now digital broadcast options offered by satellite, cable and fiber optics. The Internet changed the world and reaches anyone and everyone. Traditional print media — whether it be newspapers, magazines or direct mail — adds to the list of individual options for viewing information and interacting with commercial messages.  

Social media, email, print, radio and television all play a role in this deluge of information which continues to grow.  Marketers are seeing less favorable returns on their marketing investments and in turn must buy and manage communications strategies over a much greater number of channels.

Consumers in Control
Further, there is a marketing savvy present in today’s consumer that has grown out of this experience. Faced with a barrage of marketing messages and brand choices, it’s easy for consumers to believe that everywhere they look, everywhere they go, someone wants to sell them something. 

That growing media noise has taught consumers a new skill — that is, shutting down messages that are neither of interest nor meant for them specifically. Tuning out non-essential communications is a phenomenon that has dramatically reduced overall response rates,  even in the face of more and more and more communication and outreach from marketers. 

Marketers are determined to be heard over the noise but are ultimately only feeding the problem by buying more ad space and airtime, sending out more direct mailers, making more cold calls, and posting more tweets and Facebook updates. The good news is that consumers don’t inherently hate ads. They just hate bad ads that don’t bring value or otherwise matter to them – those are the messages that drive consumers away feeling alienated and are the type of tactics that skilled marketers need to sidestep.

The challenge for marketers is to understand that brand loyalty is being replaced by the pursuit of straight-up value, and take that concept further and determine new methods and channels for delivering on the consumer’s expectation of brand value and personal relevance. In our downloadable white paper (name and email required), we explore more about this issue and possible ways to improve ROI and motivate consumer action.

What other reasons or events have affected the response to your brand marketing efforts?