Advertising Door Hangers: Reach Stay-at-Home Consumers
As the economic impact of COVID-19 continues to unfold, brands and agencies need to re-image their advertising methods.
The out-of-home (OOH) advertising players will need to rethink their strategies before the damage deteriorates to them bleeding clients too. Traditional billboards will not be effective anymore as the consumers will be taking a more careful approach and spend more time in their homes. So fewer people will be outside and less impressions will be generated by outdoors advertising. Traditional OOH will be replaced by in-home advertising.
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The lockdowns will keep people more distanced and inside their homes. Hence, the best ways to reach the audience will be to take your advertising message to them indoors. Adzze has been re-imaging the advertising tactics and adapting to a more sensitive message. The operation team has working on extending its capabilities to offer advertising concepts that can reach the consumers at their safest place: at home.
1. Advertising Door Hangers can not be ignored
Differently from direct mail, Door Hanger Advertising is an unconventional way to not get ignored. Usually when you check your mailbox, it is full of advertisements and it gets easily ignored and sent to garbage. Research studies demonstrate that most customers who ignore direct mails is because they receive too many of them every day (Burstein, Marketing Sherpa Study, 2017). Different from direct mail, Door Hangers are unique – you do not receive them every day.
Think about it: over the past week, how many Mail ads or postcards did you receive v.s. Door Hangers?
In addition, Door Hangers can not be ignored because they must be they must be physically removed from the door knot.
2. Advertising Door Hangers can be precisely targeted
The logo and message of the advertiser are printed on door hangers and distributed to the households in the zip code the advertiser selected. With the use of targeting technology, the demographic profiles can be segmented by income, age, ethnicity, marital status and spend behavior in over 1,000 categories. The segmentation method enables to evaluate annual spend criteria so that the advertiser has a better insight into the spend behavior of the target audience.
3. Advertising Door Hangers are more affordable
One of the major drawbacks associated with direct mail marketing is the overall cost. The advertisers have to pay for the piece to be designed and manufactured, there is also the cost of mailing hundreds or thousands of postcards. Put together, the combined cost may be prohibitive to smaller companies. All this work to have the advertisement from your mail box to the garbage!
Average direct mail costs $0.50-2,00 per unit. For the same cost, the advertiser can deliver Door Hanger Ads to targeted addresses generating larger impact. Door Hangers are also well known as effective In-the-Hand advertising strategy that has been emerging as affordable and effective tactics. In-the-Hand Advertising: the Emerging Media Trend
4. Advertising Door Hangers generate higher brand lift
The use of OOH and billboards will most likely experience more decline in the coming weeks, given the growing number of cases of infection in the United States. Businesses that dearly need to get the word out about their enterprise will have to embrace new-age advertising to stay in business. This means more customers will abandon billboard advertising to adopt indoor ads; a strategy which brands trying to avoid the cut-throat cost of sign advertising have happily been using to market themselves in recent times.
Billboard companies may not only be counting their losses in billions of dollars, many of their customers might have moved on to embrace other more pocket-friendly advertising alternatives. These alternatives are indoor-directed, and have proven to be equally effective, perhaps even more effective than the conventional outdoor methods. Aside from the fact that they are more expensive, it is difficult to track engagement for out-of-home ads. In fact, small businesses face more challenges trying to get a marketing space in the highly competitive ad industry.
Direct mail is considered intrusive by most consumers. It is generally quickly tossed into the trash and never thought of again. That is why many consider it junk mail. Additionally, direct mail generally has a very low response rate. Door Hangers are more effective because the customers are not used to receive it every day – it is unconventional. The unexpected nature of this type of advertisement can surprise people and make them assimilate your message. In order to improve the customer experience, some advertisers include discounts and coupons on the ad. The consumers will be positively surprised if you door hanger brings them value right on their door knot.
In-the-Hand Advertising is a powerful marketing tool that leverage vehicles that consumers touch at daily basis as pizza boxes, drink coasters, prescription bags, coffee cups, shopping bags, dry cleaner hangers.
Calculating the Return on Investment (ROI)
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.
Audience Reach: 10,000
Converted clients (5%): 500 new customers
Sales price of an entry: $20
Incremental sales (after the campaign): $10,000
Cost of the door hanger campaign: $3,000
Return on the Door Hanger Advertising investment: 3x.
So for every 1 dollar you invested in a door hanger campaign, you received at least additional 3 dollars of sales.