Door Hanger Delivery: the Marketing tactics that You Must Touch
Door Hanger Delivery is an uncommon tactics to surprise customers. Learn more how this can be applied to your business.
First, the average US-consumer is exposed to approximately 3,000 advertising messages in only one day (1). The traditional nature of media and advertisement is changing since nowadays audiences are having less attention span. If, as an advertiser, you’re not cognizant of these generational changes and needs, and continue to build your marketing strategies around outdated ideas as TV, Radio and billboards. The emphasis is placed on tactics such as surprise, humor, creativity and consequently audience involvement. Psychologically, the ‘unusualty’ raises level of interest in consumer and hence their willingness to expend cognitive effort to process message.
One effective unconventional tactics is In-the-Hand advertising. This concept relies on placing ads on consumables that the target audience can’t ignore as they have to take them in their hands. Such consumables can be: pizza box toppers, drink coasters, prescription bags, coffee sleeves, hotel key cards, shopping bags.
Door Hanger Delivery: How does it Work?
The logo and message of the advertiser are printed on door hangers and placed on doorknob of target households. Technology platforms are used to target demographic profiles such as income, age, ethnicity, marital status, so that we hit your exact target-market. 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 marketing tactics brings them value as coupons or discounts.
Usually when you check your mailbox, it is full of junk ads and it becomes 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 (2). Different from direct mail, Doorknob advertising is unique. Think about it: over the past week, how many mails ads did you receive v.s. Door Hangers?
Door Hangers Marketing is more effective because the customers are not used to receive it every day – it is unexpected since the advertisement will not be ignored – the audience must touch it since they must be physically removed. The unconventional nature of this type of advertisement can surprise people and make them assimilate your message
Door Hanger Marketing: the costs
For the purpose of comparison, let’s take a comparable tactics as direct mail marketing. One of the major drawbacks associated with direct mail marketing is the overall cost. Average direct mail costs $0.50-2,00 per unit and majority of direct mail goes immediately to the garbage! Households are used to see every single day new junk ads mail. This does not happen with Doorknob ads – how often do you see such ads? For the same cost, the advertiser can deliver door hanger marketing deliver to targeted addresses generating larger impact.
- Kimmel, A.J., 2005. Introduction: Marketing Communication in the New Millennium. Oxford University Press, Oxford, pp: 1-6.
- Burstein, Marketing Sherpa Study, 2017
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