Door Advertising: Reaching the Stay-at-Home Audience
COVID-19 and the Impact on Advertising
The economic impact of COVID-19 crisis continues to spread and directly impacting the advertising industry. Marketers are facing a challenge to adapt the advertising message. According to the World Federation of Advertisers (WFA), 89% of large multinational businesses have deferred their planned advertising campaigns due to the pandemic. Delays in resuming campaigns and increasing ad spend for large multinationals are now expected to last a lot longer than originally anticipated.
The consumer behavior is changing to carefully stay-at-home. According to Global Web Index’s ninth release. Nearly half of global consumers say they will not return to shops for ‘some time’ or ‘a long time’ after lockdowns ease. There is yet more fear towards outdoor public venues with 60% of consumers anticipating that they will wait for ‘some time’ or ‘a long time’ before attending events there.
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. One of these concepts uses Door Hanger Marketing that gets delivered at the homes of the audience.
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).
What is door advertising? How does it work?
The message of the advertiser is printed on door hangers and placed on the doorknob of households. Door Hanger Marketing is an unconventional marketing tactics since the targeted audience do not expect to see the ad hanging on their doorknob. The surprise effect of seeing flyers door hangers causes a cognitive stimulus on the consumers which enhances the assimilation of the message and makes it memorable. The households can be targeted by specific demographics and the advertiser must partner with the capable Door Hanger Advertising company to ensure to track the door hanger delivery to the targeted addresses. Typically, the return of Door Hanger Advertisement program 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).
Advertising is more effective when your messages reach the exact demographics of the audience that you are targeting. For example, if you want to reach young people of college-going age, you should advertise inside colleges. From the foregoing, the most effective advertising medium is that which pinpoints the exact audience your business needs to reach. Using door hangers to advertise is straightforward. All you need are as many custom printed door hangers as possible for distribution to the target locations. Once they are ready, you fix the hangers on the doors of the target audience. This medium is effective because of the element of surprise. Usually, you will notice any foreign object on your doorknob every time you come home. If you do, you will most likely have up to five minutes looking at it, trying to find out what message it is carrying.
Door hangers drive more brand engagement than traditional media
In 2020, ad investment globally will grow by 6% to hit $656 billion, according to data from WARC. Interestingly, WARC noted that Google and Facebook would tighten its grip on the global advertising market. In fact, without Amazon, Google, and Facebook, there would be no growth in the advertising industry in 2020, WARC detailed further. Unfortunately, the increased ad spend on digital platforms does not translate to favorable rates of brand engagement.
On the contrary, in-the-hand marketing techniques like door advertising are instrumental in this right. Notably, a person will pay more attention to a door hanger because of its unconventional nature. In this case, people cannot ignore the ad because it is right there on the doorknob, where one must touch before entering the house.
Digital Ads are in every marketing plans; however, they demonstrate a lot of pitfalls regarding the effectiveness of transmitting the message. According to a study conducted by Viant, Inc.,(an advertising technology company owned by Meredith Corporation) there are three factors hindering success in digital ad campaigns. Audience reach is only 30%; targeting inaccuracies is around 27%; and anonymous ad targeting amounts to 26%. A study by White Ops revealed that ad-fraud sites represents 20% of all ad sites on the internet. This is a gigantic billion-dollar industry that advertisers aren’t aware of since much of the fraud goes undetected. They keep investing, and every year they expect to increase their spend.
How do Door Hanger Marketing solve this problem? The door hanger distributors are tracked by GPS during the delivery process. The GPS tracking and mapping ensures that door hanger delivery is reaching the right households selected by the advertiser. When the campaign is concluded, a report is provided with the GPS pins and distribution points. In addition, the advertiser can track how effective the campaign was by quantifying the amount of sales, site visits, leads, received phone calls during the door hanger campaign.
ROI of Door Hanger marketing
Let’s assume that you are the owner of a local Mexican restaurant and you need to take drastic measures to bring your sales back on track after the recent pandemic. Coronavirus caused a large impact on every restaurant 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 Hanger Ads 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 hangers.
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 the design is. Let’s assume for this case a 5% conversion rate.
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 Marketing
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.