Plus: How to Leverage the ONLY Remaining Undistracted Form of Advertising Media
Successful advertising depends on getting and holding attention long enough to generate a conversion.
It doesn’t matter what type of conversion. Whether an actual sale, visiting a website, coming in to your store, calling a number, signing up to receive a free gift – however you define ‘conversion’ on a particular ad campaign – making that conversion depends on getting and holding their attention long enough to generate some form of action.
So how distracted are consumers – your potential customers – on the various media platforms? How much clutter must you break through just to be seen, let alone paid attention to long enough to get a conversion?
And does any form of media still exist where you command undistracted attention from your prospects?
The answer is YES, such a media platform does exist. It’s called front door marketing – see below. [anchor link this down to the subheading below]
We’ll show you how to leverage front door marketing to your undistracted advantage after first looking briefly at the levels of distraction faced by consumers in the other major media platforms, beginning with TV.
TV Advertising Distraction
On average, TV viewers are involved with four other activities while watching TV. More specifically, 45% say they’re consuming other media platforms while watching television. In other words, media multitasking.
Consider the implications of that for TV advertisers.
You must overcome the lure of four other attention-drivers, at least one of which is another media platform for 45% of viewers, just to get them to watch your ad. To motivate them to take action requires even more.
These TV distractions may include eating, reading, talking to someone else in the room, talking on the phone, talking online, playing with kids, working, studying, dozing, and countless more.
This happens because TV is, by its very nature, passive. It’s on, but you don’t have to watch it. You can turn away, flip the channel, skip through the commercials, or just plain ignore it for a whole host of reasons. What TV does have in its favor is large numbers of viewers, and various targeted platforms and shows. But those advantages do not reduce the opportunity for distraction – many of which happen spontaneously, unplanned by the person watching the show.
Radio Advertising Distraction
Edison Research answers the most pertinent question about radio distraction: How many listeners are in the car?
Today, 54% of radio listeners listen ONLY in the car.
Why is that important? Because that means 54% of radio listeners are always distracted by… driving. Things like other cars, road signs, figuring out where they’re going… pretty important stuff. More important than your radio commercial will ever be.
Beyond that, driving is an all-consuming activity. If your radio commercial mentions a website or phone number (as they should, and as many do), a person driving has no (safe) way to write that information down. So unless they’re so taken by your offer that they verbally memorize the contact information or your business name until the opportunity to write it down arrives, your offer has been lost.
For the other 46%, they face all the same distractions as the TV audience when listening somewhere other than the car. Radio is as passive an activity as television, but it’s even easier to ignore since it has no visual component.
Digital Advertising Distraction
This one is so obvious, it barely needs mentioning. But here’s an interesting factoid:
Digital natives – people born after 1990 – switch media platforms 27 times… per HOUR. People born before 1990 switch about 17 times per hour. Not much better.
What else do you need to know? Consumers spend less than a couple minutes at a time on websites, social media platforms, and email. They’re jumping all over the place like a pinball. You as the advertiser must break through all that distraction simply to get their attention and hopefully hold it long enough to convert them.
Can it work? Of course it can – and it does for many. In fact, none of this discussion is meant to imply you should never advertise on TV, radio, online, or elsewhere. The point is simply that these are highly distracted forms of media, making it much more challenging to capture and win new customers.
But as the statistic above reveals, the greatest distraction from digital advertising is other digital advertising and platforms. Online consumers can be drawn to popups, PPC search ads, display ads, video and podcast pre-roll ads, mobile ads, and many others. There’s also email marketing, text, and instant messaging. These are just the most well-known forms.
All compete for your attention, all at the same time.
Print and Other Advertising Distraction
Direct mail distraction is best represented by the recycling bin. You get your mail for the day and stand over the bin deciding what to keep and what to toss. Your advertising must compete against the other direct mail ads in that moment, as well as the distractions of life.
Outdoor billboard advertising is even more distracted by driving than radio, because drivers have many other places to be fixing their attention.
Phone marketing – well that one’s mostly occupied by scam artists these days, as the do-not-call clampdowns have mostly eliminated phone marketing as it was done more commonly in the past. But phone marketing is inherently an interruption into your life. It functions as an act of ‘time hostility.’ The marketing itself is the distraction, and the solution is simply to hang up.
Undistracted Advertising: Front Door Marketing
Front door marketing is just what it sounds like – marketing collateral placed at your front door.
At this unique location, your advertising is virtually guaranteed to be seen. You have their attention because they have to pull it off the door knob and take it inside. By virtue of being different from the norm, they will likely read through most of it and see your offer before deciding what to do next.
Front door marketing gets attention, gets seen, and thus gives you a strong shot at making a conversion.
You can turn off or ignore TV and radio. You can get lost in the digital sea. Your envelope is just one of many in direct mail. But on the front door, you stand alone.
To convert that attention into action, Power Direct’s front door marketing options offer multiple ways of delighting your audience. Here are just a few:
17 x 5.5 Door Hanger
Our signature product, much more than a flimsy flyer hanging on your doorknob, this is more like a miniature billboard on your doorstep. You can strengthen your campaign with all the usual strategies like
- Time-sensitive offers
- Multi-tiered coupons (more than one coupon, each valid on different dates)
- Multiple panels that feature different products or offers
Scratch Offs, Scratch and Sniffs
The more interaction with your advertising, the higher the response. Front door marketing coupled with scratch offs, special deals, and other delightful wins get and keep attention for even longer than a standard door hanger.
The same goes for ads that use scent as marketing, such as perfumes and perhaps restaurants. Scratch and sniff bacon and eggs, anyone?
Our door hangers can be equipped with free samples to drive traffic to your store or website. Just about anything you can put in a bag can be used as part of a front door marketing campaign, including catalogs.
Delivering catalogs via front door marketing will get more attention that inserting them in newspapers or sending them in the mail.
Overnight Package Look-a-Likes
Diverting from the more typical front door hanger approach, you can also make your campaign appear to be a special delivery resembling an overnight package or oversized envelope.
These are as guaranteed to get opened as anything could possibly be.
‘Wow-Factor’ Customized Cuts
Rather than the standard 17 x 5.5 door hanger approach, Power Direct can also create customized cutouts. These could be in just about any shape you can imagine, from pizzas to juice bottles to toilets to phones to surfboards.
Imagine your target audience (YES – we offer sophisticated targeting capabilities too) receiving a specially-shaped door hanger advertisement that appeals visually to their interests and thus instantly connects with them. Will they read your ad?
You bet they will. That’s as distraction-free as you can get.
Want to Keep Fighting the Distraction?
The number of creative options for front door marketing is limited only by your own imagination and the budget that makes sense for your campaign.
Do you want to keep fighting against consumer distractions just to be seen? Or do you want to capture their exclusive attention for several minutes, enough to provoke action?
Front door marketing offers the last remaining undistracted form of advertising. As such, it should be an essential part of your broader marketing strategy.
Reach out to us to discuss your next campaign idea.