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.
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.
Today’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.
Still in its infancy here in the States; major brands see the potential of the technology
In this week’s issue of AdAge, reporter Natalie Zmuda writes about QR Codes Gaining Prominence, with the likes of Target, Best Buy, Macy’s and Post Cereals embracing the technology. A pretty impressive group to be sure – but just the tip of the iceberg as the technology gains greater acceptance through a concerted effort to educate the consumer.
Originally used for tracking parts in vehicle manufacturing, QR (or quick-response) codes are becoming more widely used in marketing for a broad range of brand initiatives that provide mobile access not only to special offers and discounts, but also to more informative content such as product ratings and reviews, How-To guides and product-specific videos. These two dimensional barcodes are appearing anywhere and everywhere – on billboards, in-store displays, event ticketing and tracking, business cards, print ads, direct mail campaigns, websites, email marketing, and couponing. Marketers are realizing that the possibilities are endless.
Front-door media is yet another ideal medium for QR code implementation – providing a way to influence shoppers early on their path to purchase, supporting shopping decisions and lists made in the home with high-value offers delivered directly to the front porch. For example, imagine bypassing the mailbox and the other clutter of a prospect’s daily life and delivering a branded message along with a product sample or a special offer to the front doors of a targeted group of prospects. On this marketing piece is a QR code that takes the customer to a website where they can quickly view the product in action, learn more about it and even purchase it online. Perhaps the QR code takes the customer to an added incentive meant to drive traffic to a brick and mortar retail location. Working with other pieces of the marketing program, this delivery method adds a personal touch and incentive the consumer’s brand experience.
Have you been eager to test QR codes as part of your overall strategy? Are you looking for the ability to measure response rates with a high level of accuracy? Are you ready for a simple, inexpensive way to explore the potential of QR codes? Front-door marketing may be just the ticket.
Shopping behaviors and priorities may be far more complex than once thought, developing and evolving over time and inspired by any number of needs and wants
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 – from needing to feed a picky child, planning a party, redecorating a home, or simply restocking a thinning pantry with familiar items.
Cause and effect is at the core of shopper marketing, and this includes both in-store and out-of-store motivations. The right channels and messages are essential, and turn shopper marketing into a science for delivering value to the right customer at the right time. This in turn has renewed a focus on the path to purchase, a circuitous route to shopping decisions. Many more opportunities exist than meeting a shopper in a grocery or retail store aisle.
For example, children may open their favorite toy at home to find a promotional pamphlet introducing a new character… ‘We know you love Thomas the Tank, so meet Emily the Engine.’ Since they watch Thomas on satellite television or Netflix, they may start to seek out Emily or even ask for her as the next toy resident in their version of Thomas’ fictional Island of Sodor. Mom or Dad puts this on their list and it becomes a priority shopping trip, largely based on events that took place in the comfort of their own home. Add to that a front-door delivered coupon from a major toy retailer or mass merchandiser with savings off of any Thomas the Train toy, and Mom or Dad is effectively incentivized to visit that retailer.
Front door media is uniquely suited to influence shoppers at this early stage on their path to purchase, supporting shopping decisions and lists made in the home with high-value offers delivered to the front door. Are you reaching your best customers at home, layering front door tactics onto your overall shopper marketing strategies? And if not, what are you doing to reach your target audience as they are forming lifetime associations with products and behaviors?
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?
Marketers Emphasize the Art and Science of Reaching Shoppers All Along the Path to Purchase
Consumers have evolved – a not too surprising outcome of the recession and resulting lifestyle changes across the country. Values, priorities and resources have shifted profoundly, reshaping shopping behaviors and motivations. Marketers need to gain insight into this new mindset, finding ways to deliver value and connect with customers on the long and winding path to purchase. According to excerpts from the Ad Age Insights Shopper Marketing Report, agencies are restructuring for enhanced shopper marketing – defining primary challenges, best practices and developing needs as an overall brand marketing priority.
Booz & Co. states that manufacturer investment in shopper marketing has nearly doubled over the past five years, currently at $35 billion with 15 percent annual growth anticipated (based on funding reallocations from traditional media and trade promotion). If that’s not convincing enough, the Booz data also notes that 83 percent of consumer-packaged goods companies surveyed expect to increase their shopper-marketing investment over the next three years. For 55 percent of those companies, investments in shopper marketing will exceed all other marketing spending, including internet and social media.
At the same time, consumer spending is more cautious with shoppers looking for deals, using coupons and actively focused on getting the most for their money. Research from the Integer Group shows that 86 percent of respondents felt that coupons were at least somewhat influential in choosing a brand; as many as 70 percent used coupons to justify their brand choice.
These trends represent a significant marketing opportunity for direct response messages, going beyond the sole purpose of getting someone’s attention, and instead delivering usefulness and value. Front door media is uniquely suited to this purpose, hand placing an impression of quality in a location where residents interact with the media and have a high percentage of response. The right message of value receives more consideration in the comfort of the home, where consumers are relaxed and more responsive. Shopping decisions and lists are made in the home, and nearby phones and computers support the consumer’s ability to act on the message.
Are you bracing for enhanced shopper marketing? And what are your plans for reaching your best customers early on their path to purchase?
The Search for Value is Not a Linear Process, with Consumers Making Shopping Decisions Every Day in Every Way
Consumers consider brands as they move through a variety of daily events such as walking through a store, or even non-events such as opening the pantry door. With major retailers referring to the path as a circle, a pool or even a puddle, it’s dramatically clear that it is neither linear nor defined by a particular channel. The path to purchase is a big picture opportunity for retailers, fueled by mobile, digital, social, radio, television and print media – and advantage goes to markets using multi-channel strategies to layer messaging and offer consumer value all along the path.
A recent survey by retail industry analyst E-tailing Group confirms the consumer’s focus on value, indicating that merchants must get creative as almost half of shoppers will refuse to pay full price this holiday season. Further customer service and promotions are heavily favored, and 39 percent of shoppers plan to complete most of their holiday shopping by early December (an increase over last year’s 34 percent.) Savvy marketers have recognized these factors as advantages for offering relevant information to the shopper early in the process, meeting expectations of brand value, keeping them informed and becoming part of the research and ritual of making shopping decisions.
Further, news from IDC Retail Insights points out that ‘sequential use of multiple channels’ by consumers will shift to ‘concurrent omnichannel behavior’ – meaning that new options such as mobile price research weakens the retailer’s immediate influence on purchase decision made right at the product shelf. Brands that answer back with “three-dimensional selling,” working to solve a customer problem rather than sell a product, are on the right track by offering high value to reinforce greater brand appreciation earlier in the shopping chain. The consumer may not necessarily care about which entertainment provider they use, rather they are more interested in the cost, availability and convenience enabled by their various options.
The path literally encompasses all aspects of shopping, from considering needs, evaluating brands, comparing prices, researching options and listening to recommendations from trusted friends. For marketers, influencing customer choices involves strengthening the connection that comes to mind in each of these instances. Reaching consumers early on the path maximizes the opportunities for shopper connections – whether it’s planning dinner, making a shopping list or just realizing the kids need new shoes.
Does your marketing strategy recognize the limitations of a linear view of the path to purchase? And are you doing enough to reach your customer early in the cycle, offering value and resonant messages that can linger for extended consideration and response?