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).
Best practices for delivery of door hangers
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)
The nature of media and advertisement is constantly evolving. Old rules must be reconsidered and most of them became obsolete and ineffective. As an advertiser, if you are not aware of these generational evolvements and continue to build your marketing strategies around outdated ideas, you will find your ads – and your brands – very, very lonely.
Many advertisers still spend millions on print advertising and direct mail. Most people take the envelope right out of their mailboxes and drop it straight into the trash. Do you really want to be spending your valuable advertising resources on filling up someone’s garbage can? A recent Accenture Report (The Future of Advertising, 2016) surveyed executives who concluded that they expect ads to be increasingly focused on the consumer— meaning more personalized, targeted, and valuable.
How do Door Hanger Advertising solve this problem? The advertiser is given the option to drive a very specific targeting method by selecting the households according to the location (Zip code or addresses), income, social and ethical. The differential vs print or direct mail, the consumer cannot ignore your message placed on the door hangers since its hanging on their doorknob. The surprising effect helps the brain of the receiver to process it differently and enhances the assimilation of the message. This is the key factor that drives success of Door Advertising. This concept of door hanger delivery is very different than a boring mail message amount many others. The changes are higher that the consumer will respond to the promo code or discount placed on flyers door hangers. In addition, the message delivered by door hanger distributors n 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.
Delivery of Door Hangers delivers your message at their doors
According to this analysis, delivery of door hangers is an unconventional tactic, which the audience cannot ignore. Resultantly, a business can grow its brand visibility very fast using this technique. However, if you do not do this right, you risk antagonizing your brand with the consumers. As such, the first step is to ensure that the door hangers are beautifully done to excite the eyeballs. Let the design of the message and the brand’s logo be unique. This way, the audience will love the door hanger from first sight.
Costs of Door Advertising
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.
Let’s assume that you are the owner of a local Greek restaurant and you want to improve your sales. The recent pandemic caused you a drastic business harm 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 more a creative approach.
You start planning the delivery of 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 hangers.
Typical conversion rates of Door Hanger Advertising very between 4-8%. This percentage will depend on how attractive the offer is and how compelling the artwork. Let’s assume for this case a 5% client conversion.