Door Hanger Advertisement: A Creative Way To Reach The Audience’s Home
Door Hanger Advertisement.
As the economic impact of COVID-19 continues to unfold, brands and agencies need to keep a up to date with the changing consumer behaviors and ensure they are prepared for any outcomes and find new opportunities. Marketers will have to change their strategies to mitigate the impact of COVID-19 is now a major focus since advertisers are researching better alternatives to keep their clients. Traditional out-of-home advertising methods such as billboards, bus stops, fliers, magazines, and transit posters will have a hard time finding their feet in the long run.
A survey conducted by the platform Numerator indicated many industries are shifting their messaging to in-home delivery. As example, restaurants are pivoting to food delivery message. The increased “work from home” periods will force the shift of advertising concepts. Numerator reported that Burger King and Little Caesars are even advertising new delivery options available in their stores.
The after-effect of this development will be an unavoidable reduction in patronage for the billboard advertising companies. Billboard companies will eventually have to sit it out with the hope that they can still reclaim their market share in the end. However, smaller businesses and other brands that depended on their strategic displays to market their brands may not be so patient. Just as major clients like hoteliers, airlines, and cinemas are on pause mode, smaller brands are quickly pulling away and leveraging alternative media and in-home advertising to preach their brands.
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).
Door hanger marketing
Brand awareness is critical for businesses that want to reach deeper into their respective markets. According to Baer, a performance marketing company, brand awareness drives repeat purchases, and it expands the market share of the business. As such, businesses need creative marketing tactics like door hanger advertisement to spread its brand wider.
An emerging unconventional advertising tactics is Ambient Media. This concept is usually applied by niche advertising agencies that aim to overcome traditional methods of advertising to get the attention of consumers. Traditional advertising has been witnessing a decline in the effectiveness so there is a a greater demand for point-of-sale communications and its ability to offer precise audience targeting. Another factor that contribute to the success of agencies using ambient media is the smart way to regain consumers attention as marketers target on creating an incongruent stimuli that evokes surprise by placing ads in unusual locations and with unconventional methods that had never used before.
As example of ambient media that agencies have been using as innovative method is daily consumables. Brands seek to attain audience’s attention by placing ads on consumables that the target audience must touch creating a surprising effect. Such consumables can be: door hangers, pizza box toppers, prescription bags, drink coasters, Custom Coffee Sleeves, hotel key cards, valet tickets, restaurant placemats and dry cleaner hangers.
Here some practical examples:
An anti-DIU awareness campaign that can be placed on beer coasters in NYC bars
Healthy food provider places an ad on branded pharmacy bags in reputable pharmacy venues close to hospitals
The new entertainment business offering a ticket discounts on coffee cups aiming to target millennials
A high-end service advertised on hotel room key cards: perfect tactics to target affluent travelers
The new sports center offering a promo code on pizza boxes after eating a certain amount of calories!
How does Door Hanger Advertisement 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).
Door hanger advertisement is an ambient marketing concept that seeks to ‘ambush’ the target audience with ads. The thesis of ambient marketing is to place ads “at unusual places or unconventional places.” Such places are those where people do not expect to see an ad and, if they see it, they engage with it better than they would anywhere else.
The lack of targeting is the pitfall of most traditional out-of-home advertising methods. Companies that advertise with billboards cannot monitor who is visualizing the ads. Placing the billboard in a highway exposes the ads to a very broad audience lacking the potential to target specific groups. In addition, the advertiser is not able to create personalized messages using billboards reducing the engagement of the audience.
How does Door Hanger Advertisement solve this problem?
The advertiser can select the households that will be targeted. There are several ways how to segment the group of households that will be delivering Door Hanger Ads target. The most common are geographic (Zip code or addresses), income, social and ethical. In additional, the message that will be included on flyers door hangers can be customized to that specific target group. The advertiser can include a discount coupon or voucher to provide even more purchase incentive and drive sales.
Door Advertising vs Digital
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 does 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.
Besides affordability, door hangers deliver unmatched visibility for your brand. Assume you are coming from a busy day at work and have to read some emails on the road. That means you could not see hundreds of the billboards that line the road you used. However, you have to take the eyes off your iPhone as you reach for the doorknob to open the door. At that moment, a door hanger with a beautifully printed message and logo pops into your sight. Can you miss it?
The high visibility of door hangers drives high brand engagement rates. Usually, the more extended customers engage with the brand, the more likely they will choose it when confronted with numerous options when they are shopping. As such, door hangers deliver high conversion rates that result in increased sales, a larger market share for your business, and overall success for the brand.
Costs of Door Hanger Marketing vs other Media
The cost of Advertising Door Hangers depends on the total quantities/units to be produced, the complexity of the creative/design, the distribution location and shipping costs. By selecting the right door door hanger distributors and tracking companies; the cost per flyers door hangers unit might average between $0.25-0.60 per unit. Let’s now compare it with the current outdated advertising methods:
Billboards: the costs of billboards depend on the format, size, creative, location and demographics. Any attempt to calculate the cost of impressions can be useless and you cannot precisely identify how many people are looking at the billboard, for how long and if they remember the message. Traditional billboards cost $14,000-20,000/month in larger markets.
Now let’s put it into the comparison perspective: for the cost of 1 billboard in a larger market, you can reach approximately 50,000 households with a personalized message on your Door Hanger Ads. This is a large reach impact that could cover every household in a small city. What would you prefer: paying for a billboard that is not personalized and not even noticed by distracted drivers or reaching 50,000 households that will literally grab your ad in their hands?
Direct Mail: the cost of direct mail as postcards are approximately $0.20-0.40 per unit. This is slightly lower than Advertising Door Hangers or even same cost. Now let’s put it into the comparison perspective: approximately 60% of the postcards or letters go straight to the garbage and don’t even get noticed while 100% of the consumers must touch the door hangers. This brings the ‘’cost per visualization’’ of post cards 2x than Door Hanger Marketing.
Estimating the Return on Advertising Spend
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.