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.

Opening the Door to the Hispanic Market

6a00d834515c5469e201b7c72b276a970b-500wiThere is no doubt about it.  The Hispanic community has taken over a grand part of the ways in which the marketing industry has developed their campaigns.  Although it may not seem like much, “Hispanics now account for nearly 14 percent of the U.S. population,” (Armbruster 1).  In a country known as the melting pot of so many different cultures and races, this is a significant number.  This is where Power Direct’s door to door marketing proves that if a campaign is driven correctly, the outcome could be highly productive and pay great dividends.

It is important to note that the Hispanic community is highly influenced by the advertisements that they encounter.  In fact, “Advertising can dramatically affect Hispanics. 35 percent surveyed cited as a factor in selecting color cosmetics, compared with 8 percent of general-market respondents,” (Armbruster 1).  Power Direct knows that the greater the advertisement, the higher the chances the Hispanic consumer will respond to it. Power Direct’s data analysis team strives to provide the very best possible marketing campaigns to achieve maximum results and even greater payouts.  By using predictive analysis via demographic/census data, our team can target the  best possible target audience  which allows for maximum results..

In addition, Power Direct, along with our clients, “provide real value and credibility for Hispanic consumers to consider [their] product,” (Armbruster 1).  The Hispanic community is not easily driven toward a product unless they trust that there is true value in it.  The presentation of the product and the ways in which a program is being advertised becomes a strong component in the Hispanic communities’ willingness to respond. Power Direct’s marketing team ensures that the product is advertised in just the right way.  Whether through the use of a jumbo door hanger or by a customized die cut shape door hanger, Power Direct is sure to get the attention of the Hispanic consumer through their door to door advertising strategy.   Providing value and credibility is the primary goal because we know that this is the key element in a campaign’s presentation to create greater response rates from the Hispanic community.

Other techniques proven to work in engaging the Hispanic market community are by television ads and Power Direct has taken a strong lead in the marketing world working with various cable and television companies and proving themselves as a successful asset to clients.   To reach the Hispanic community, many cable companies have turned to marketing campaigns aimed toward Latin communities knowing that the outcome and response rate will be much greater.  At this very moment, “Spanish-language television is hot.  Last year the media registering growth was not the internet, but Spanish-language TV.  According to Neilson, Internet ad spending increased a relatively impressive 12.6 percent, while the major Spanish-language TV networks were up 15 percent.” (Armbruster 1).

Companies such as Telemundo and Comcast have turned to Power Direct to help generate marketing campaigns that will help boost their strategic modeling to improve revenue.  Power Direct runs door to door campaigns and is able to target any ethnic group individually.  These campaigns run across the nation, in various versions and offer great response rates.  Other than the advertisements placed on television, marketers must find a means by which to place advertisements for shows and television alike.  The Hispanic community is big on television and if the campaign is driven by a professional and well-equipped firm such as Power Direct, the final revenue potential for the client could be significant.

Advertisements offering group discounts or coupons can be highly effective for Hispanic markets as well.  It is said that “Hispanic consumers have a different shopping style than Anglo consumers.  Hispanics consumers often make shopping a family event and thereby will often shop in groups,” (Armbruster 1).  Integrating advertisements that would entice consumers to go shopping together as a group would give the Hispanic community a higher incentive to go to the desired business location.  This type of advertising can be easily integrated into Power Direct’s door hanger campaigns.  Since door hangers can be customized to print any coupon, graphic, or even shape, a client could easily advertise group rates or coupons into their advertisements.  The Hispanic community tends to do their shopping in groups or with family due to their strong family bonds.  For this reason, advertisements including groups of even families would be highly effective for this type of consumer as it would help spark their interest even further, showing that the company took a personal interest in their personal needs, wants, and values.

Marketers must also take Hispanic consumers’ personal interests into account when directing their campaigns and, for this reason, Power Direct uses data analysis and product modeling to evaluate further the market.  The Hispanic consumer is looking for more than the average product.  In fact, “Crossover Hispanic consumers often spend more than Anglo consumers on personal style items such as high-cost cosmetics and clothes making them ‘fashion-forward’ consumers,” (Armbruster 1).  The average Hispanic consumer wants the high-fashion item that will put them at the top of  the season’s latest trend.  Therefore, the Hispanic community is more likely to spend more than Anglo consumers because they simply want to be a step above the rest in their fashion purchases.  Again, this is an opportunity for yet an even greater revenue opportunity for companies and Power Direct stands by our clients providing the most efficient data provided by our professionally trained data analysts to create the best possible targeted campaigns. Through the use of predictive analysis, the Hispanic consumers’ needs, wants, and desires are met and applied through door to door campaigns.  Power Direct offers a strategy that brings an ad right to the very front door of the consumer, providing a personal connection.  By offering campaigns in the Hispanic market that are directly targeted toward high-priced, fashion forward items, the response rate is sure to be greater.

The Hispanic market has proven itself to be a profitable market to dive into due to their willingness to pay top dollar for fashion –forward items, but this phenomenon is spreading to  younger generations.  Not only have Hispanic adults made up a large portion of the consumer industry but  more often millenials  play  a substantial role in the market as well.  Latino teens have a large influence on the consumer market spending “about $20 billion a year,” (Armbruster 1).  Just like their parents, Hispanic teens are going into the market strong, proving that this community matters.  Whether age 16 or 43, the Hispanic community is hitting the market with a boom.   Power Direct uses data analytics to ensure that these target audiences are reached and that the right door hangers are brought to their very doorstep so as to provide exposure and higher response rates from the Hispanic community.

Even with its definite high value, Power Direct knows that the Hispanic marketing can be quite tricky since this particular community cannot easily be influenced.  This is to say that “Marketing to Hispanics cannot be turned on and off like a spigot.  It takes time to win trust from this closely knit community.  Don’t expect a miracle in a month.  Be committed and consistent,” (Armbruster 1).  However, as a client, one should not give up simply because it is a difficult market to conquer.  The Hispanic market has a lot to offer.  Once this market has been won over, they will begin to gain trust and are more likely to be loyal to brands and companies they trust and value.  To truly become successful in this market, those wanting to gain trust and profit must adhere and cater to the Hispanic community.  It is suggested to “make it a mission to hire capable and completely fluent bilingual receptionists, salespeople and service people,” (Armbruster 1).  Power Direct knows that trust and catering to their clientele is a critical element to a successfully run campaign.  Therefore, Power Direct has highly professional bilingual executives ready to answer questions at any time a consumer wishes to call.  Power Direct provides a phone number on every single door hanger they print for their clients, by which any consumer may call if they should have questions regarding the advertisement and they have hired bilingual staff to assist those in need of assistance.

Although it may seem to be a hard task due to its various elements of detail oriented and customization marketing techniques, routing campaigns toward the Hispanic demographic like Power Direct provides, could prove to be highly successful.  It is true, “a move into the Anglo-plus-Hispanic marketing can be daunting, when done properly it can bring exceptional plus-market share to business,” (Armbruster 1).  Whether the consumer is young or old, the Hispanic consumer is hitting the market with a bang.  It is up to companies to choose the right marketing firm like Power Direct to join together to help target the Hispanic Market and open the door towards creating campaigns that will engage, captivate, and continually peak the interest of the Hispanic community.

 

Works Cited:

Armbruster, Adam. “Add Hispanics Into Your Ad Mix.” Television Week 25.36 (2006): 11. Business Source

Premier. Web. 5 Nov. 2015.

Sometimes It’s Better to be Alone

Print

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.

 

 

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?

Front-Door Marketing Proves Effective in Reaching Culturally-Diverse Hispanic Audiences

Precision Targeting, Cultural Relevance and High-Value Promotions Work Together to Engage Hispanic Consumers

Front-door marketing can influence purchasing decisions by reaching Hispanic consumers at home.

Marketing to a diverse Hispanic audience is becoming an important challenge for major brands across the country.  According to recently published reports from the U.S. Census Bureau, more than half of the growth in the total population of the United States between 2000 and 2010 was due to the increase in the Hispanic population. In fact, in 2010 there were 50.5 million Hispanics in the U.S., accounting for 16 percent of the total population – some pretty impressive statistics that are causing marketers to rethink this important audience and how best to reach them.

This week’s Hispanic Retail 360 Summit in San Diego will no doubt highlight this new data and offer up some innovative methods to turn Hispanic prospects into customers. Front-door marketing is one such method that is growing in use based on its ability to reach precisely targeted Hispanic market segments whose country or place of origin (such as Mexico, Puerto Rico or Cuba) typically affects similarities in dialect and cultural traditions. Highly motivating incentives and promotions are characteristic to front-door campaigns and a boon to marketers – essential for reaching a value-conscious Hispanic consumer base and amplified by the word-of-mouth communication inherent to many Hispanic communities. Door hangers remain a popular choice, made today in high quality, oversized formats designed to get attention.  Polybags, courier packaging and other creative approaches are also available, including scratch-offs, affixed gift cards, or even sensory options such as sound, scent, or taste.

Recent Hispanic front-door marketing campaigns have been deployed by PowerDirect for clients such as Clorox, Hillshire Farms and Fingerhut. Have you joined the ranks of culturally-savvy brands, thinking outside the box to get the attention of this growing audience? Are you embarking on front-door campaigns to offer relevance and respect for what the Hispanic audience values most? What are you doing to reach and engage the Hispanic consumer?

Tapping into the New Normal

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. 

"New normal" consumer habits like penny-pinching continue in the post-recession economy.

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?

Getting Front-Door Media to the Front Door

Going the Extra Mile with Expert Delivery and Tracking

We’re often asked how we do it – that is, how do we ensure our clients’ branded front-door marketing pieces are being delivered to their pre-determined targets. Well, as far as PowerDirect is concerned, delivery is the mission-critical aspect of campaign deployment.  Execution is everything, and our clients reach their customers based on our sophisticated, technology-fueled approach.

PowerDirect's GPS delivery verfiication is tracked via "clicker" devices carried by our trained walkers.

The selection and education of distribution teams is something we take very seriously. We’ve taken great care to develop a network of skilled and reliable ‘walkers,’ carefully trained in PowerDirect’s systems and processes.  They carry identification and maintain a positive, homeowner-friendly image through their assigned neighborhoods.  Equipped with wireless handheld GPS devices, walkers record their travel paths and geo-tag homes as they distribute client materials.  Timing and exact distribution location can then be pinpointed via Google Earth map technology. This allows potential issues to be recognized in real time via GPS technology integrated on board PowerDirect’s branded delivery vehicles.

Beyond this, four levels of in-field auditors shadow distribution crews to verify accurate and complete delivery.   Our strict auditing standards are part of an advanced, proprietary monitoring system that not only raises industry guidelines, but also ensures superior distribution by compiling proof of delivery via computerized GPS maps, job logs, digital photos and field reports. Auditing staff monitors every job each day and uploads vital information in near real-time, keeping data flowing into PowerDirect’s own tracking systems.  

This layer of accountability distinguishes the expertise and resources of PowerDirect, and it’s one of many factors that make us unique in this industry. Does your front-door marketing partner take great care in developing your campaign but leave you guessing about actual delivery?  Can they show you proof that your offer made it to your customer’s door?