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.

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?

The 5 Most Common Myths About Front-Door Marketing

Truth-Myths-Front-Door-MarketingTo be frank, when we say “door hangers”, there are certain perceptions attached to the media. Yet which of these perceptions are true and which are actually just myths? Learn the 5 most common myths about front-door marketing and door hangers, and the truths about consumer perceptions, delivery, and dumping.

Myth #1  Door hangers are a flimsy, low-quality media for mom-and-pop shops, not major brands.
The truth? While door hangers have historically been perceived as cheap and used by small pizza and laundry-mat chains, today’s door hangers are nothing like their predecessors. PowerDirect’s industry-leading standards have reinvented the media into a large format size (5.5” x 17”) that is printed on quality stock, and is visually impactful. Fortune 500 clients like Comcast, Clorox, and Verizon have recognized the value of the media and regularly employ it as part of their marketing campaigns.

Myth #2  During delivery, delivery crews dump the door hangers into the trash.
The truth? Dumping used to be an industry problem, but the introduction of technologies like GPS and dedicated auditing teams have minimized dumping issues. Furthermore, having worked with our delivery teams for more than 10 years, PowerDirect has trained and educated the delivery teams to meet our exacting distribution standards.

Myth #3  People don’t like door hangers, and response rates are dismal.
The truth? Less than 1% of all calls received through our Customer Service line are opt-outs from people who don’t want to receive door hanger advertisements. As for the response, while the industry average varies due to the different delivery standards, PowerDirect’s clients have seen response rates between 1% – 2% and usually greater than other comparable direct mail or solo mail efforts.

Myth #4  I don’t want to deal with all the consumer complaints.
The truth? Our policy is to direct all consumer inquiries, including complaints, to our in-house Customer Service team. Our team handles all opt-outs (usually less than 1% of all calls), requests for additional door hangers (yes, we do get these very often!), and miscellaneous inquiries. Aside from our phone support team, our in-field Auditors also deal with any field issues as they occur. 

Myth #5  Door hangers are more expensive than other print media.
The truth? The pricing for front-door media will vary depending on the media type (door hangers, polybags, boxes, etc.), but we’ve found that our pricing is very comparable to solo mail. We’ve also found that the ROI for front-door media campaigns are higher than other print media because front-door marketing, delivered to one of the last uncluttered spaces, successfully engages consumers. 

What other myths have you heard about door hangers or front-door marketing? Leave your comments, and we’ll add them to the list!

Go Multi-Channel to Beat the Ad Clutter

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. 

Multichannel-to-beat-ad-clutterA 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?