Door Hanger Marketing: How to Maximize the ROI?
Door Hanger Marketing: deliver the message at home.
As the effects of the economic impact of COVID-19 crisis continue to spread and spill over the advertising industry, advertisers are facing the challenge to adapt the advertising message and tactics. At the end of March, Gartner reported that 65% of chief marketing officers (CMOs) surveyed were planning to cut marketing budgets as a result of business disruptions from the coronavirus. The survey showed that 34% of businesses expect “reduced levels of business operations” due to COVID-19.
Agencies will be required to change their advertising method. The traditional out-of-home advertising in malls, at bus shelters, will be fast replaced by in-home advertising. The lockdowns will keep people more distanced and inside their homes. Hence, the best ways to reach the audience will be to take your advertising message to them indoors.
During this crisis marketers will have to adapt and to stay on top of the latest trends. Its critical to improve type of advertising message shifting it to more sensitive perspective. The business of marketing is changing in the age of COVID-19. Whether its effects are brief or prolonged, marketers need to be nimble in these challenging times, and pivot when needed while optimizing performance throughout the crisis.
A noticeable new normal in consumer behaviour is the increased demand for food delivery services. According to NPD, 48.5% of all restaurant spending was for off-premise orders in the past 12 months and this is expected to accelerate during the lockdown.
Adzze has been working with its clients to adapt to a more sensitive message. The team has been extending the capabilities to offer advertising options that can reach the consumers at their safest place: at home.
Door Hanger Marketing: how does it work?
Your advertisement is printed on door hangers and distributed to the households in the zip code or areas that were selected according to the marketing campaign. Adzze technology solutions are used to target demographic profiles such as income, age, ethnicity, marital status, so that we hit your exact target-market ensuring the door hanger delivery. In addition, the segmentation method enables to evaluate annual spend criteria so that you have a better insight into the spend behavior of the target audience. The consumers will be positively surprised if the door hanger brings them value as coupons or discounts. The advertiser must partner with the capable door hanger distributors to ensure to track the door hanger delivery to the targeted addresses. Typically, the return of the Door Hanger Advertising investment is 3x, this means for every $1 invested, the advertiser receives $3 back (you can see more details on the ROI calculation at the end of this article)
In addition, the segmentation method enables to evaluate annual spend criteria so that you have a better insight into the spend behavior of the target audience. The consumers will be positively surprised if you door hanger brings them value as coupons or discounts
The distribution method of the door hanger template follows a specific pattern. The first method involves covering the demographic target by distributing to selected block groups wherein about 800-1000 people reside in each block. In another method, hangers are distributed to a select group of addresses which consists of the specific target audience. These distribution channels are closely monitored by GPS systems or auditors employed by the advertising agencies.
Door Hanger Advertising
Differently from Direct Mails, Door Hanger Marketing is an unconventional way to not get ignored. Door hangers are cost-effective method of advertising that is directly in front of the customer and has the potential to carry the complete details of the business. This door hanger fits the door knob or the door handle, and sometimes stays there for many days. When people enter the homes by opening the door, their first instinct is to check out the brochure hanging on the door. What follows is the close scrutiny of the ad. The time spent by people perusing the ads is sufficient enough for them to remember the ads for a very long time. With the advances in technology such as attractive 3D effects and glow-in the-dark features that some door hangers carry, you just cannot ignore or forget such compelling Door Hanger Marketing.
Some attractive features that door hanger template can provide:
– Unique design( e.g. shape) that is in line with the product
– Lenticular 3-D effects
– Glow-in-the dark ink
– Scratch and sniff capabilities
– QR scan codes
Usually when you check your mailbox, it is full of advertisements and it gets easily ignored and sent to garbage. Research studies demonstrate that most customers that ignore direct mails is because they receive too many of them every day (Burstein, Marketing Sherpa Study, 2017). Different from direct mail, Door Hangers are unique. Think about it: over the past week, how many mails ads did you receive v.s. Door Hangers?
Door Hangers are more effective because the customers are not used to receive it every day – it is unconventional. You advertisement will not be ignored – the audience must touch it since they must be physically removed.
ROI of Door Hangers
Let’s assume that you are the owner of a local restaurant. After the pandemic crisis you urgently need to revamp your business and boost your sales. Coronavirus impacted every restaurant in the country since the past months most Americans were forced to stay home quarantined. Now that your activities are back to normal you must recover the lost sales with a more creative approach.
On your door hangers you include a promo coupon offering one free appetizer if they come to your restaurant and order at least one entry. Let’s assume that you distributed 10,000 Door Hanger Ads.
Typical conversion rates of Door hangers very between 4-8%. This means, for every 100 households you distributed the door hangers, you will acquire at least 4-8 new customers. This percentage will depend on how attractive the offer is and how creative is the design. Let’s assume for this case a 5% conversion.
Audience Reach: 10,000 households
Converted clients (5%): 500 new customers
Sales price of an entry: $20
Incremental sales (after the campaign): $10,000
Cost of the Door Hanger Advertisement campaign: $3,000
Return on advertising investment: 3x.
So, for every 1 dollar you invested in a door hanger campaign, you received at least additional 3 dollars of sales.
Adzze has been working with its clients to adapt to a more sensitive message. The team has been extending the capabilities to offer advertising options that can reach the consumers at their safest place: at home.
