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.
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?
How adding underutilized, alternative media channels can help your brand beat the clutter
In our previous post, we discussed the challenges that marketers face in diminished response in their brand marketing efforts. One of the key issues was that of ad clutter and the increasingly noisy communications landscape that marketers are facing. To combat ad clutter, 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. Furthermore, 78 percent of those surveyed said they use catalogs to browse and discover products — a notable validation for print media in the face of a growing array of digital strategies.
Advances in digital media — such as email, websites, social channels and mobile apps — have indeed forced print advertising and direct mail to take a hit. But the reality is that a decline in print tactics does not correlate directly to greater successes on digital initiatives. IDG Connect (2010 Report) recently confirmed that consumers receive 14-15 brand message emails daily, above and beyond their busy inbox for work-related communications. As a result, email overload and clutter is driving disappointing response rates for email marketers. Email is cheap though, so marketers determined to stick with an email strategy may simply increase outbound mailing efforts. This reinforces the cycle of clutter — with consumers using more powerful spam filters to stop the onslaught and email marketers further increasing their traffic. It’s part of the misguided approach that says the means to beat clutter is to just distribute more and more of it.
In contrast, data from Pitney Bowes indicates that the typical American household receives roughly 15-17 pieces of advertising-related mail per week. Although light in comparison to that amount received each day digitally, these direct mail materials pool in the mailbox and represent another source of clutter. The inherent advantages of print — the quality sense of color and heavy paper, the emotional connection of holding and feeling the material — these benefits are often undiscovered in a pile of mail that is statistically very likely to head straight for the recycle bin.
The front door, however, represents an underutilized, additional channel that addresses some of these issues — 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.
Given the current marketing climate, all of these characteristics have coalesced to re-invent the 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?
Reasons why your marketing ROI may not be what you expect
Marketing 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.
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?
Leverage strategic thinking and execution to improve direct response campaigns
Reaching the right consumer is becoming more difficult with the increasingly cluttered media landscape. Consumers are also becoming more accustomed to marketing messages, and their filters are more discriminating. However, this challenge is also an opportunity for marketers to win customers by delivering relevance, value, and, ultimately, engaging the customer.
Here, we’ve outlined the ten simple steps to improving your direct response campaign and your perceived relationship with your customers.
1. Think globally, but execute with precision
In today’s jam-packed direct response landscape, broad targeting can alienate. Reinforce your brand relationships and deliver on value expectations with precision targeting instead. Doing so will put you at the top of the consumer’s consideration list.
2. Execute today based on what you need to achieve tomorrow
Base your efforts on what can help you grow your results tomorrow and beyond. Capitalize on what you’re doing well and expand your strategies to include more than “just more” of the same.
3. Avoiding message clutter maximizes results
Take a savvy approach to your campaign by combining technology and a range of channels as well as grassroots communications such as front-door marketing. Remember: the only real difference between alternative and traditional media is perspective: the right channel is the one that reaches the responsive customer with the right message at the right time.
4. Customers expect you to know what they need; don’t show up empty-handed
Your brand message should always be persuasive, and give customers a genuine reason to respond and a high-value offer delivered in a useful, convenient way.
5. The path to purchase starts at home
Understand what makes your customers tick and meet them early on their path to purchase. While there are many elements that influence purchase decisions, perhaps none are stronger than experiences that start in the comfort of the home.
6. Science and technology drive results, but only if you stay close to the data
Integrate data about your customer into every campaign stage and use the data to support your plans rather than reshape them.
7. Don’t waste resources: targeting is the name of the game
Use factors such as demographics, lifestyle segmentation, consumer behavior, ethnicity, and consumer buying power as the starting points in your campaign’s targeting. Don’t forget to refine your ideal customer profile as the campaigns progress.
8. Test, evaluate, and adjust – learn something from every campaign
Always be prepared to re-prioritize data points that may unexpectedly impact your response rates, such as weather, geography, timing. Be further prepared to make adjustments with secondary campaign executions, such as increasing the frequency or value of your offer or shifting resources into a less cluttered channel.
9. Tracked results validate efforts and help expand targets
Direct response campaigns have the advantage of trackability, so keep a close eye on your campaign, budget, and results. Implement tracking and campaign management tools to help you close the loop on your investment, and when results are validated, use assumptive data modeling to build on what worked.
10. Even class direct response strategies can benefit from a fresh approach
Marketing budgets are tight and campaigns need to deliver, so develop a process for every campaign. Compare channel and results and think of ways to connect media touch points to maximize your efforts.
What are some other tips you would recommend for improving a direct response campaign?
Value-Conscious Americans are Driving Marketers to Adapt
Wide-sweeping financial, economic and even political issues impact American life today, inspiring ‘a new normal,’ or permanent changes in consumer thinking based on the recession and economic challenges. In actuality, consumers are embracing a series of ‘new normals,’ including dramatic changes in the way we think, act, plan, shop, spend and save. Americans are adapting and marketers must follow suit. These trends represent a significant opportunity for marketers to move well beyond grabbing someone’s attention, and instead deliver usefulness and value.
Shoppers are seeking value as a priority, paying cash for necessities, foregoing credit cards, searching for discounts and putting money in the bank as the rule rather than the exception – courtesy of the recent recession. Spending is more cautious, with consumers looking for deals, using coupons and actively focused on getting the most for their money. In turn, trimming advertising and promotion budgets is part of the new normal for marketers, who now must turn to more streamlined, targeted, ROI-based practices.
The current marketing climate is ripe for alternate strategies such as front door marketing, using the same targeting tools routinely applied to more crowded media venues – yet providing a quiet, uncluttered environment to offer value and build ROI with an intelligent, response-driven mechanism. The call to action on the front-door marketing piece attracts the attention of the recipient by proving to be remarkably worthy. Gift cards, sweepstakes, tear-off offers, and sensory marketing with sound, scent or taste are available options, and represent a highly-strategic, savings-based approach suited to major brands and promotions.
The recession may be showing signs of recovery, but many economists predict that most of the changes in our spending habits, initially seen as temporary, have taken hold for the long term. If consumer behavior has truly evolved on a socio-economic level, what are you doing to meet or exceed a consumer’s expectation of value from a favorite brand? Are you tapping into the front-door marketing channel to deliver savings to your best customers?
Use the ‘Less is More’ Philosophy to Break through Media Overload
Howard Gossage, one of the earliest innovators in advertising, once said that people don’t read ads. They read what interests them and sometimes it’s an ad. The point is that people don’t inherently hate ads; they just hate bad ads that don’t bring value or otherwise matter to them. Today that phenomenon has evolved even further, as the average consumer has become highly skilled at tuning out messages that are neither of interest nor intended specifically for them.
This increasing ability to shut down messages means that marketers need to refine their efforts rather than simply expand them. Less is more, and more of the same simply won’t do the trick. Channels, messages and targeting all must come together to effectively reach the right audience with pertinent communication.
The ability to deliver a succinct message, respecting the intelligence and value of the audience in the process, is highly prized by marketers. An innate characteristic of front door marketing, this singular, uncluttered channel is in line with the evolution of the ‘consumer brain.’ In fact, according to a now well-cited study by Stanford University researchers, the human brain is just not well-suited to media multi-tasking and being bombarded with multiple streams of electronic information.
Are you considering the ‘how, when and where’ factors in reaching your target audience? Using the front door may help your message stand out with value and meaning, and break through on a much more personal level.
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?