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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Front Door Marketing Outlasts Internet Era

A Long day at work and you come home to a pile of mail full of ads that you probably won’t even give a second look at before throwing them away with the rest of your trash. There’s no appeal. Nothing to catch the eye.

That’s where Power Direct Marketing comes in with its powerful front door marketing strategy. Surely this is not a new idea but even so, front door marketing has proved to be very successful for a number of reasons and here are just a few to consider as oppose to other forms of marketing.

1. With the explosion of the internet over the last decade, advertising via social media has become crucial for many companies. Yet, these ads prove to be nothing more than a nuisance to consumers and are often ignored. The consumer of today has been exposed to so much of this type of advertising that they have learned to either blur or block out these ads as if they don’t exist.

2. Email blasts: this type of marketing ends up in our “junk mail” box and if it happens to make it through, individuals are more than likely to delete the email. Bombarded by the ridiculous amounts of direct ad emails received per day, there simply isn’t a way to stand out.

3. Power Direct offers a service through which your printed materials are specifically designed for each set market, client, and industry. The front door marketing programs are made uniquely to fit the demographic of the region in which they are to be distributed.

4. Unlike email or regular air mail, front door marketing simply cannot be ignored. Front door marketing does stand alone. They stand out and whether the homeowner chooses to admit it or not, they must acknowledge their presence. At the very least, the door hanger is given a glance, which is more than can be said for ads placed in mail.

5. Similar to when an individual misses a package delivery, front door marketing material is hung on the door. Individuals are more likely to read them.

With all options considered, front door marketing is still a very powerful marketing tool. Power Direct offers distribution across the country in various quantities for your marketing needs. In an era where the internet has become everyone’s favorite marketing game plan, take a different approach and watch your sales increase as the results of front door marketing work for you as they have for all of our valued clients.

What is your brand doing to capture the surging purchasing power of the Hispanic audience?

Along with the continuing rise of the Hispanic population in the U.S., comes their surging purchasing power. Despite markedly lower average income levels, Hispanic households spent more on telephone services, men’s and boys’ clothing, children’s clothing, and footwear. Also, Hispanics spent a higher proportion of their money on food (groceries and restaurants), housing, utilities, and transportation.*

So what’s the opportunity for marketers? Are you maximizing every media opportunity?

Shoppers are not arriving at the store a complete blank state 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. 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.

Front-door marketing offers direct access to the home and is optimal for brands looking to create an integrated path-to-purchase experience. Starting with a targeted and uncluttered message to the home via high-quality and high-impact door hangers, polybags, or samples, front-door marketing drives shoppers from the home to the next phase in the path. 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.

Front-door marketing is particularly successful to target multicultural segments. Using quality data analytics from Nielsen, Experian and MRI, Power Direct can shape your marketing campaign by identifying high populations of specific groups – including Hispanic audiences. Front-door marketing continues to drive results for national advertisers. Let us help you target and reach the multicultural audience for your brand.

*Source: Pew Research Hispanic Center

What’s on your 2013 to-do list?

Effective Front-Door Marketing Breaks Through The Clutter.

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?

 

Improving Subscriber Acquisition with Front-Door Marketing

Driven by Competition, Cable Marketers Get Creative with Precise Targeting Strategies

Subscriber-Watching-TelevisionAdvances in cable television, broadband speeds and communications options are fueling the growth of today’s cable services industry. At the same time, economic issues and an ever evolving landscape are causing consumers to take stock and make choices carefully, evaluating not only varied options for telecommunications service – such as MSOs (Multiple System Operators), digital satellite providers and telephone companies – but also their choices within the preferred company’s menu of services. In this highly competitive space, cable operators have seen their subscriber counts drop 3.8 percent to 23.2 million in the top 15 markets during the first quarter of 2011, according to SNL Kagan.

Furthermore, customer churn is an industry-wide problem, and new subscriber acquisition is a constant challenge for marketers. Advertising in traditional media like television, radio, and newspaper can be effective, but these methods are also overly broad and waste resources on audiences outside the subscriber footprint. Direct mail is inherently targeted, but can also be quite costly and not necessarily actionable. So what is the solution for marketers? 

Well, refining the direct option with response-driven front-door marketing is proving successful in meeting these challenges – leveraging improvements in data research, analysis and application for competitive advantage.  Today’s front-door marketing campaigns take a scientific approach that incorporates the same precise targeting methodologies as direct mail but remain focused on placing a relevant offer with only the most appropriate customers.

Tasked with growing their footprint while increasing their subscriber penetration, cable service providers are turning to this revitalized, grass roots medium. By leaving an ‘invitation’ at the front door, front-door marketing puts the message and corresponding offer directly in front of a captive audience – receptive and relaxed in their home environment where many purchasing decisions are being made. Additionally, the front door is distanced from the stacks of junk mail at the mailbox and the barrage of noise on the television and computer. With a targeted brand message and high-value offer in hand, subscribers are driven to give serious and immediate consideration to what has been presented.

Take the case of one of our telecommunications client whose regional team approached Power Direct to assist in promoting awareness of their branded fiber optics network among new and existing customers in two specific markets. Power Direct’s ability to quickly dispatch the campaign from start to finish within 14 business days was an important advantage for the cable service company. The recommended program delivered a printed 4-panel front-door media piece, which allowed the client to more fully convey the brand’s message and value proposition. Interested customers were then encouraged to call an 800 phone number printed on the inside. The client was also provided with a targeting recommendation that included targeting of zip codes with a high penetration of homes passed (homes within the cable provider’s footprint) to efficiently maximize the client’s reach.

What are your current media options for reaching new customers?

You may also be interested in reading more about our solutions for the Telecommunications industry here, or you can check out one of our case studies here.

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?