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Door Hanging Flyers

Door Hanging Flyers Can Reach a Stay-at-Home Audience

Door hanging flyers: this article introduces the concept and how it can be effective for advertisers.

COVID-19 and the change of advertising concepts
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).

Door Hanging Flyers

Door hanging flyers:  the message in the hand of the target audience

The advertising industry is one of the most dynamic, especially since the internet went mainstream. Notably, the internet gave birth to digital platforms like social media, where ads generate unimaginable conversion rates. However, the high levels of distraction that accompany social media are a significant drawback to digital advertising. Further, social media users get irked easily by ads hence opting for platforms that are without ads.
Interestingly, advertisers have come up with novel techniques through which they avoid the drawbacks of a distracted audience. The advertisers are now focusing on the audience more than the message. Notably, they try as much as possible to deliver the message when the target audience is most at peace. One of these techniques is the use of door hanging flyers.
The message of the advertiser is printed on door hangers and placed on the doorknob of households. Door Hanger Advertising is an unconventional marketing tactics since the targeted audience do not expect to see the ad hanging on their doorknob.  The households can be targeted by specific demographics and the advertiser has to partner with the capable door hanger advertising company to ensure the right delivery of door hangers at the targeted addresses. Door hangers Ads offer unmatched visibility for the advertising brand.
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.

Hanging Flyers: What is the Impact?

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 customization messages using billboards reducing the engagement of the audience.
It is well known that Traditional OOH advertising as billboards demonstrate a lack of targeting and tracking, low engagement , high costs, low ROI.  Many commuters are subjected to dozens of billboards each day with limited attention span generating a low brand recall.  Many cities in the world also prohibited the use of billboards due to its visual pollution. The targeting issues are very often addressed with alternative approaches as mobile billboards, digital OOH, ads on trucks and ads in places people don’t expect as flags, backpacks, inflatable objects, gas pump and balloons.
Why would businesses want to use such a technique? First, door hangers are enabled a personal delivery of the message.  While most ad campaigns suffer from inattention by the target audience, door hangers attract much more attention. It is because individuals encounter the ads in their most serene moments.
Door Hanger Delivery

Door Hanger Delivery Ads

Calculating the Return on Investment (ROI) of Door Hangers

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.