The success of a door hanger distribution campaign is determined by a number of factors, starting with having a clear objective for the campaign.  Once you have defined the goal of the campaign, the door hanger must be designed to motivate the prospect to respond to your call to action, for example, come to the restaurant, go to a website, order over the phone, etc. We call this motivating offer “A Magnet”.

Here are a few Ideas and Magnets that have been used successfully by our restaurant clients. Use one or a combination, but don’t over crowd the postcard with too much information. The door hanger must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk advertising.

1. Increase Lunch Business
Distribute to local businesses and offer a lunch special.  Use a radius from your location, a half mile to a mile. For this campaign, it is better to have a smaller distribution area and to distribute more often.

Your magnet doesn’t have to be a discount. Take a lesson from the national chains like Subway’s $5 Footlong or McDonalds Value Menu. Feature value packed lunch specials, that are served up quickly and taste a lot better than the  “fast food” competition.

A word of caution, don’t try to combine this idea with a dinner promotion. In most cases, workers who are around during the day probably live in a different part of town and won’t be prospects for evening business. Don’t clutter up the card. Stay focused on lunch.

2. Build An “Earlybird” Crowd
Is there a senior community near your location? They like to eat early and save money. You want to fill seats between the lunch and dinner hours. Sounds like you may have something in common! Once you get them into the restaurant, keep them coming back with a frequent diner punch card.

3. If You Show Them, They Will Come!
How many nearby residents have never been inside your restaurant? How many drive by without ever stopping? Show them what you are all about with a full color door hanger. Start with a photo of the exterior that prospects will recognize from their daily travels. Then, include photos of the interior, your customers, your staff, you and especially your food. Include a partial menu of your best dishes. Finally, include a personal invitation with a special offer. Tell the prospect to ask for the owner or manager when they arrive, and then roll out the red carpet.

4. Build Your Delivery Business Door hangers are an effective and affordable way to keep in front of potential delivery customers. Once again a smaller area, with frequent distribution will yield the best results. Experiment with different offers and track response carefully. Repeat your best offers, get rid of the ones that don’t work and keep adding new ones. Once you have fine tuned your door hanger, your campaign won’t cost you money, it will make you money every time you distribute. At that point, it’s time to expand that delivery area.

Make sure you include a menu with a “Bounce Back” coupon with every delivery order. Give them an incentive to order again, sooner rather than later.

5. Give A Really Big Discount
In this economy everyone is looking for a deal. So give them one. Just make it valid only on the days or hours that you need to increase business. Don’t measure the success of your campaign on this one discounted transaction. If you make a new customer as a result of this promotion, you’ll see benefits all year long. And don’t forget about the value of “word of mouth”. So be aggressive and make them an offer they can’t refuse.

6. Secret Recipe Revealed!
If you have a dish that you are really proud of, publish the recipe with some photos of the preparation on your door hanger. The Olive Garden does this all the time in their TV Advertising. They make the food the star of the show (which it should be). Don’t worry about potential customers staying home and cooking instead of going out to eat at your restaurant. Most couples today have too little time and energy to cook a special dinner at home. But if you are worried, you could leave out part of the recipe (only kidding).

7. Use A Discount Coupon On Your Postcard To Test New Menu Items
Want to add a new item to the menu, but you’re not sure how it will go over? Include a coupon with a discounted price on your door hanger, to jump start the introduction.

The success of a door hanger distribution campaign is determined by a number of factors, starting with having a clear objective for the campaign. Once you have defined the goal of the campaign, the door hanger must be designed to motivate the prospect to respond to your call to action, for example, come to your office, go to a website or call on the phone.  We call this motivating offer “A Magnet”.

Here are a few Ideas and Magnets that have been used successfully by our clients. Use one or a combination, but do not over crowd the postcard with too much information. The door hanger must pass “The Glance Test”, which means the reader will know what the door hanger is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk advertising.

1. It is all about you!
   When you are advertising your services, it is not the time to be modest. Selling Real Estate is a one on one,  personal service. Include your photo and a brief resume. If you are new to the business, do not try to conceal it, let folks know that you are building a reputation and will work harder to get results. Include memberships in community organizations or church groups. If you live in the neighborhood you are targeting, be sure to mention it.
2. Farm Area: It’s Not The Size But The Frequency That Counts
   Door Hangers are an effective and affordable way to keep in front of new listing prospects. A smaller distribution area scheduled on a frequent basis will yield the best results. Remember, your name needs to be “top of mind” when the decision to sell is made. The only way to do that is to distribute on a regular basis.  Be consistent and over time, the listings will come. Once you’ve built momentum, it’s time to expand that farm area.
3. Develop A Market Plan for New Listings And Give It A Name
   Sure, most listings sell through the MLS. What other marketing activities do you include with your listing service? Open house, lawn signs, newspaper advertising, website, door hangers, etc. Make a list and present it as a results oriented marketing package. Make it even more special by giving it a name i.e. “The Exclusive, Bill Sullivan, Residential Real Estate, Marketing Plan”.
4. Use A Slogan To Help People Remember Your Name
   Sometimes it may seem corny, but it works. i.e. “Selling Your Home? If You’re In A Hurry, Call Billy Murray!”
5. The FREE Market Analysis Offer
   Everyone uses this offer, but perhaps a little rewording can make it more appealing, by targeting curiosity: “Find Out How Much You Neighbors House Sold For….You May Be Surprised!”
6. List The Houses You’ve Sold Recently. Don’t Have Any? You Can Still Make A List.
   Put together a list of houses that have sold recently, including prices and a brief description. If they are not your listings, put a small disclaimer at the bottom “complied from MLS data base”.
7. Can You Offer A Discount Brokerage Fee? People Love To Save.
   If your broker allows, you might consider offering a discounted brokerage fee and advertise: “Full Service At A Lower Fee”!