Flyers Door Hangers: Adapting to a Sensitive Message
Flyers Door Hangers: place the message in the hand of the audience.
How COVID-19 is changing the advertising industry
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.
Traditional advertising vs. flyers door hangers advertising
Print media, radio, and outdoor advertising media form the backbone of the marketing industry. These traditional advertising media have enabled great companies to reach billions of consumers over hundreds of years. As such, traditional media has had the largest share of the advertising industry since time immemorial. But that is about to change, at least in the US.
According to an eMarketer report, the US advertising market is about to experience a seismic shift in terms of ad spending. Notably, the digital ad spend in the country will account for more than half of the industry for the first time by yearend 2019. Nonetheless, digital media will not dominate alone because other kinds of new media like flyers’ door hangers medium will take more relevance.
Unlike traditional media, using door hangers is much more straightforward and easy to target the audience. Door hangers enable the advertiser to place ads in unconventional places. For example, there is no way someone will miss a flyer hanging on the doorknob. Therefore, there is a full guarantee that your ad will catch the right eyeballs. According to this analysis, using this technique to reach the target audience is more effective because of the element of surprise.
This kind of marketing is quite unconventional as it captures the attention of the target audience thoroughly. Besides, the advertiser can pinpoint the section of the audience that is most relevant. For instance, if one wanted to advertise a retirement benefits product, one can target houses for the aging. Since the ad appears on the doorknob, there is no way the target audience can miss the message.
High ROI with Door Hangers
Traditional media and digital media suffer from a similar problem, lack of transparency. Notably, some publishers use ridiculous metrics to measure the effectiveness of an ad campaign. For example, digital platforms use impressions as a critical metric to measure the success rate of an advertisement. However, this analysis in Adage shows that impression is a vanity metric.
On the contrary, impressions mean a different thing when speaking of ambient marketing. In ambient marketing, advertisers place ads in unconventional places. The surprise with which the ads catch the audience makes it difficult to ignore the message. The kind of connection that the ad creates enables impeccable brand engagement rates. Overall, ambient marketing has no space for fraudulent metrics that will encourage you to spend more without getting actual positive results for your business.
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.