General
Door Hanger Advertising Ideas For An Air Conditioning & Heating Company
Here are a few Ideas for an Air Conditioning & Heating Company that have been used successfully by our clients. Use one or a combination, but don’t over crowd the door hanger 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.
- Direct Mail Strategy: How Many, How Often?
We get calls, like clockwork, from HVAC companies just before the start of the winter and summer seasons. It makes sense, homeowners haven’t used their heating or air conditioning for a few months and they will need a tune up, service or replacement.
Consider the distribution options. With a budget of about $1350, you could print 24,000 full color door hangers. One option would be to distribute to 12,000 homes twice a year prior to the summer and winter seasons. Another option would be to distribute to 4,000 homes every other month (6 times a year). Or you could distribute to 2,000 homes every month. There’s no right or wrong strategy here. However, marketing experts emphasize that repetition is an important factor in the overall success of a campaign. Targeting a smaller territory, distributing more often and supplementing with additional media can result in a steady stream of prospects, rather than a flash in the pan once or twice a year. - Call “The Honest Contractor”
It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Remember, you are asking for an invitation to go inside someones home to provide an estimate or checkout equipment. Include your photo on the door hanger. It will make the door hanger more personal (you may be surprised how many people recognize you). You name and a photo sends a message that you are proud of your company and your work. If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt). - Don’t Just Offer A “Tune-UP” – Tell Them Why They Need It!
A pre-season 15 point checkup is a standard offer in the industry. Make sure you show a price for the service and highlight any savings offered. For example “15 Point Air Conditioning Checkup – Now $79 Regular $99 Save $20!”. And be sure to stress the benefits of the checkup: “Extend The Life Of Your Unit and Save On Energy Costs With Regular Maintenance”. - The No Fee Service Call
If you get the job, waive the service call fee. Your ad can say: “FREE Service Call” the disclaimer can go on to say “Service call fee waived if work is done (a $59 value)”. - Offer Residential Service To Your Corporate Clients
No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients. - Show The Price
If you offer replacement units for heating or air conditioning, use a price to get more response. Which offer do you think sounds better? A) “Replace Your Central AC Unit, Call Today & Save!” or B) “Replace Your Central AC Unit – Most Homes In This Neighborhood Only $1995!” . Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. Use your best offer, with a disclaimer if necessary, for example “…price based on existing electrical and slab.”
Door Hanger Advertising Ideas For Plumbers
Here are a few Ideas for Plumbers that have been used successfully by our 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 door hanger is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk advertising.
- So Many Homes, So Many Opportunities!
We’ve seen lots of plumbers advertise their services with the headline: “PLUMBING PROBLEMS? CALL US!” This approach can yield results. There is bound to be lots of folks with some sort of problem. However, why focus on just home owners with problems? Instead, consider every home as a prospect. Think about all the services you could provide in addition to plumbing problems. Services like: changing a faucet, upgrading bathroom fixtures, installing a water line for an automatic ice maker, adding a new outdoor water spigot, the list goes on and on. - Show The Price
Give prospects an idea of the cost of your service. For example, Faucet Replaced $99 (plus parts), Regular Price $119, Save $20. In fact, you should include a menu of prices for a variety of services. Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. - Use Your Neighborhood As A Pipeline For New Customers
Why not prospect in the neighborhood where you live. Start by distributing door hangers in your own neighborhood. People trust their neighbors. You can even offer a neighborhood discount. - Call “The Honest Plumber”
It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Include your photo, you may be surprised how many may recognize you. The photo also makes the door hanger more personal (you may be surprised how many people recognize you). Remember, you are asking for an invitation to go inside someones home. If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt). - The “No Fee” Service Call
If you get the job, waive the service call fee. Your ad can say: “FREE Service Call” the disclaimer can go on to say Service call fee waived if work is done (a $69 value). - Be Flexible
“Service On Your Schedule: Evenings and Weekends At No Extra Charge!”. - Offer Residential Service To Your Corporate Clients
No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients. - If Offering A Discount Use $$ Not %%
A discount expressed in dollars rather than percentage off is usually more effective. If you say 10% OFF, people will wonder – …”10% OFF What?”. A dollars off discount (even a modest one) usually works better (especially in these economic times. Try this headline on your door hanger: “SAVE THIS POSTCARD – $10 OFF ANY PLUMBING SERVICE”.
Door Hanger Advertising Ideas For A Computer Service & Repair Business
Here are a few Ideas for a Computer Repair Service that have been used successfully by our clients. Use one or a combination, but don’t over crowd the door hanger 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.
- So Many Computers, So Many Opportunities!
We’ve seen lots of computer technicians advertise their services with the headline: “PC PROBLEMS? CALL US!” This approach can yield results. With so many computers in service there is bound to be lots of folks with some sort of problem. However, why focus on just computer owners with problems? Instead, consider everyone with a computer as a prospect. Think about all the services you could provide in addition to fixing the broken ones. Services like: virus or spyware protection, networking, upgrades, wireless setup, installation of new equipment, training, backup solutions, the list goes on and on. - Be “The Answer Man”
Try this offer on your door hanger: “One Question Answered FREE By Phone”. Imagine, qualified leads calling you with their questions – what an opportunity! - Show The Price
Give prospects an idea of the cost of your service(s). For example, Computer Tune Up: $39, Regular Price: $59, Save: $20. In fact, you should include a menu of prices for a variety of services. Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. - On Site Service – We Come To You!
If you offer on site service, make sure you show it in a headline. If you can say “on site service at carry in rates” all the better. - If We Can’t Fix It – No Charge!
This removes the fear of a paying for a service call and being no better off after the tech leaves. You can get an idea of the problem over the phone, and most of the time know whether or not you can fix the problem. Remember, if it can’t be fixed, you might have an opportunity to sell them something new. - Computer Service On Your Schedule: Evenings and Weekends
- Offer A Monthly Computer Tips Newsletter by Email
Include a special of the month. A description of the newsletter and how to sign-up can be included on your door hanger. This is a great way to keep your service “top of mind” with clients. - Offer Residential Service To Your Corporate Clients
No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients.
Door Hanger Advertising Ideas For Churches
Door Hanger distribution is one of the best ways to deliver a message to residents surrounding a church. Over the years we’ve launched hundreds of door hanger advertising campaigns that have helped churches increase their visibility within the neighborhood. Here are few factors that should be kept in mind.
- Clarify The Goals Of The Campaign
For example:
– Increase the size of the congregation
– Invitation to attend Holiday Services (Easter or Christmas)
– Fund Raising
– Recruitment for Special Ministries
– Promote Church School or Child Care
– Vacation Bible School - Target Neighborhoods Where You Already Have Members
Distribute door hangers in neighborhoods where you already have members in your congregation. You might include a headline that says: “YOUR NEIGHBORS WORSHIP WITH US – COME JOIN US NEXT SUNDAY!” If possible include name and a photo of a congregation member who resides in the neighborhood. - Use Full Color Postcards With Lots Of Photos
It’s true, a picture is worth a 1000 words, or more! Include a photo of the exterior of the church so the recipient will make a visual connection. Feature members of the congregation in church and at social events. You get the idea. - Use Direct Mail To Drive Traffic To Your Website
Make sure there is lots of good content about the church and its mission. Don’t disappoint web visitors. Your website doesn’t have to be “Madison Avenue”. It can even have a “home-made” look, but it most deliver on content and be worth the visitor’s time. - Feature The Pastor
A photo, a biography and sermon excerpts can make an invitation to new congregants personal. - Appeal To Everyone
List all of the special ministries, youth, choir, seniors and other groups. - Use A Social Lure
People love to be part of a community. The social aspect of Church membership should be promoted. Try a headline like this one: “MEET OTHER FAMILIES THAT SHARE YOUR VALUES!”
Like it or not, you are competing with Disney World and McDonalds!
Even if you are not in the restaurant or amusement park business, Disney World and McDonalds are marketing giants that have affected the way entrepreneurs promote their businesses.
When you visit Disney World, you expect the restrooms to be clean and the employees (or “cast” as they like to be called) to be smiling and helpful. You know that if you go into just about any McDonalds worldwide, their award winning French Fries will taste the same as all of their other locations.
Consumers have grown to expect excellence from theses and other world class operations like Wal-Mart and Netflix. Therefore, you can’t get away with using slogans in your advertising that have become cliche. “Lowest Prices”, “Personalized Service”, and “Best Selection” and so on, don’t have the same impact on prospects as in the past.
Consumers take those things for granted. They expect a business to deliver on the basics, and if they don’t get what’s expected, they will take their business somewhere else.
Answer this question: “Why should a prospect do business with me instead of my competition who is offering a similar product or service?” You should be able to answer this question in a brief sentence or two. And here is the real challenge – the answer must be compelling enough to attract more customers than your competition.
In marketing terms, your answer is called “A Value Proposition”. Develop a good one and then use it on your door hanger advertising campaign!
Sign Up For Our “Bulk Mail Boot Camp” – It’s FREE!
Want to learn more about direct mail advertising? Sign up for our new “Bulk Mail Boot Camp” – it’s FREE. The course consists of 5 videos (each is about 3 minutes long), and includes all the basic training you’ll need to launch a successful campaign.
You receive one video per day for 5 days. Here’s what is covered:
- Day 1 – How Much Should You Spend On Your Direct Mail Campaign?
- Day 2 – How To Design Your Postcard
- Day 3 – Creating A Mailing List Using Neighborhood Saturation
- Day 4 – Creating A More Targeted Mailing List
- Day 5 – Response Rates and Results
Several hundred have already “Graduated” from the course since it was introduced in mid February 2010 and the reviews have been very positive. To find out more or to sign up CLICK HERE.
Vacation Rewards Program: Great Way To Get New Customers
Door hangers are an affordable and effective way to reach clients in your neighborhood. Getting door hangers distributed on a regular basis is half the battle. But even if you hang them on every front door in town, your door hanger still needs to attract attention and then motivate your prospect to contact you. You need a strong offer to get the best results. How about this headline: FREE VACATION with Any Purchase!
Would a free vacation to Disney World, Las Vegas or San Francisco attract new customers? You bet it would. With our new program, now any size firm can afford to launch a Vacation Rewards Program for their business. A free vacation is a great sales incentive. In addition to attracting new clients, it can be used to build loyalty with existing clients. You can also reward customers who send referrals. It can even be used to motivate inactive customers.
With our Vacation Rewards Program, you can present your customer with a travel certificate for hotel accommodations for up to 2 to 6 nights. The only charges your client will pay are hotel taxes and small housekeeping fee (both are usually less than $29 per room, per night). Participating hotels include selected properties operated by Holiday Inn, Howard Johnson, Quality Inn, Travelodge, Radisson and others. The cost for each voucher is less than $4 although they have an actual value of $600 or more. By the way, there are no blackout dates.
Seem too good to be true? Well, this is not a sales gimmick. You clients won’t have to sit through a high pressure time share sales pitch. They will be treated just like any other guest paying full price. So how do we do it? This program is administered by a company that is a professional hotel booking agent. They have been filling unused hotel rooms for over 24 years and can provide a list of satisfied repeat clients as references. Hotel Rooms are subsidized by theme parks and local tourist economies to increase traffic. Everyone wins, your client, the hotel, local attractions, restaurants, but most of all your business will benefit, because you’ll be adding new satisfied customers to your client list.
The program is valid for 12 months from the date your company enrolls. There is a one time fee of just $395 for 100 Vacation Certificates and personalize thank you letters. Complete instructions and promotional ideas are included with the package. You are not involved in the reservation process. All you have to do is present the certificate to your customer. The Certificate has compete booking instructions including a telephone number and website that are available 24/7.
Your clients will love the gift of a free vacation and you can generate more sales without discounting your product or service. Your cost is less than $4 per sale which is probably a lot less than the cost of discounts you may have offered in the past.
If you would like to find out more about this exciting program visit our new website http://vacationrewardsprogram.com/
Big Promotional Possibilities With Small Cards
In today’s economy, businesses are cautious about spending money on advertising and marketing. Here’s an idea that is both affordable and effective: Small Card Marketing.
So why use small cards instead of a larger flyer?
In this case, smaller is better. Small Marketing Cards are the same size as a business card (3.5” x 2”). Prospects will tend to hold on to them because they fit into wallets, shirt pockets and purses. Furthermore, their stylish design, quality card stock and glossy UV finish give them a valuable appearance that gets attention and more retention.
What will fit on Small Marketing Cards?
A lot more than you think. How about a mini menu? By the way, menus aren’t just for restaurants, if you’ve got a price list, it’s a menu. Realtors can use Small Marketing Cards as a mini listing card showing photos and features of a property for sale. They can be used as a “frequent buyer” punch card at the point of sale or a coupon card to attract new customers. The only limit is your imagination. Our marketing team will help you fine tune your ideas.
What about Small Marketing Card distribution?
Point of sale distribution is easy. Just give every customer a Small Marketing Card before they leave your place of business. Other promotions will require a bit more creativity.
INVENTORY YOUR RESOURCES:
- How many employees and family members are available to hand out Small Marketing Cards?
- How about your business neighbors? Offer them a cross promotion opportunity – they display your Small Marketing Cards on their counter and you display theirs.
- Participate in networking clubs, organizations (i.e. chamber of commerce) and attend business card exchanges.
- Ask the owners of the establishments that you do business with (dry cleaner, florist, sub shop, your favorite pizza place, etc.) to display your Small Marketing Cards. Most will be happy to reward your patronage.
- Include Small Marketing Cards in all your correspondence, billing, shipments and packages that you send out.
- Don’t forget your most enthusiastic distribution person – yourself! Get in the habit of carrying and giving out Small Marketing Cards at every opportunity.
Set A Goal
Set a goal. Even a modest one of just a 100 Small Marketing Cards a week will bring results. Then try to increase that goal each week. Remember, the more Small Marketing Cards you put in circulation the better you’ll do. Be consistent and you’ll see a steady stream of new business.
Increase Results By Running Several Promotions Simultaneously
Small Card Marketing is so inexpensive, you can even afford to run several promotions simultaneously. Run a client Birthday Promotion with Small Marketing Cards and give them out all year long. It will only cost you $16.50 per month. Combine that with a Frequent Buyer Punch Card and a stylish Coupon Card to attract new customers and you’ll have a pretty comprehensive marketing campaign in place for less than $50 a month. By the way, Small Card Marketing is a great way to test promotional ideas before spending a lot more on traditional marketing methods.
Ready To Get Started With Small Card Marketing?
Have questions? Ready to get started? Fill out the simple form on the home page at www.SmallCardMarketing.com and a member of our marketing team will contact you the next business day.
Grow Your Restaurant Business: The Advantages Of Door Hanger Advertising
Door Hanger Advertising is a great way to grow your restaurant business. Unlike newspapers, radio or tv, door hangers allows you to put your advertising dollars exactly where your potential customers live. You can target geographically by neighborhood.
Door hanger advertising also allows you to control your budget, by the size and frequency of your distribution.
There are many other advantages of door hanger advertising, here are just a few:
- It’s personal, between you and your prospect
- It’s not as public as other media, your competitors won’t have access to your coupons and special offers as they do in newspapers and other media
- It’s limited to one door hanger per household, which means special offers will not be abused, for example, by prospects buying more than one newspaper and clipping multiple coupons
- Response is easy to track
- You can compare results by neighborhoods and determine your best market area
At this point, you might be asking yourself, if door hanger advertising is so powerful, why isn’t every restaurant in town doing it?
It’s true, distributing door hangers can play a big role in growing your restaurant business, however, it is going to take some effort and a budget. It’s not just a matter of putting your menu or a few coupons together and distributing them. A successful campaign is a bit more complicated than that. To gain some insight into the process, I suggest reading this BLOG, which contains ideas and tips on design, strategies and more. It’s written for busy owners and managers. Each posting can be read in a minute or less. Feel free to leave comments and I’ll do my best to answer your questions.
Of course, everyone wants to hit a home run the first time at bat, but prepared for some hits and misses. Every distribution is important and provides an opportunity for you to learn more about your market area. Results will vary, even if no one responds, that is still a result (obviously not what you were hoping for) and the result, that no one or few people responded, can be used to make a course correction.
So, if you have decided to start a door hanger advertising campaign, begin with a distribution that is large enough to establish a base line of results, usually about 2000 to 3000 pieces. Don’t be tempted to save money on printing by ordering large quantities to be used in future distributions. What if your offers fall flat and don’t work? Then you’ll be stuck with the extras or worse, feel obligated to put them out and repeat the results.
Door hanger advertising works. It can work for you. But, unless you are prepared to stick with it, you may be wasting your time and money. It is going to take some trial and error. The good news is, that over time, with experience, results will become predictable. That’s when you can expand your efforts, and door hanger advertising won’t be costing you money, it will make you money.
Divide Your Sales Territory Into Primary and Secondary Markets.Use A Different Door Hanger For Each.
Target new prospects in a secondary market with door hanger distribution and a strong offer.
Door hanger advertising offers many strategic advantages that are often overlooked. Because you are picking the distribution areas, you have the ability to target exactly were you want to prospect for new business.
For more effective results, divide your market area into two territories:
1- Your primary market, where most of the residents are aware of business and provide the majority of your daily sales. (usually the homes closest to your retail location)
2- A secondary market, an area from which you don’t see much traffic. Perhaps this secondary market is a little further away or has a strong competitor servicing it. Whatever the reason, you suspect there is potential for new business.
Now that you have two seperate markets, create a door hanger specifically for each market.
You primary market contains your loyal customers which provide the majority of your sales. Don’t take them for granted. Keep in front of them and remind them why they like your products or service. Reward them with new offerings and discounts. Spend the majority of your door hanger advertising budget on this group.
The secondary market is your chance to grow your business. Be more aggressive with your special offers. Give this group a reason to travel further or to experiment with a new supplier. Don’t measure the success of your door hanger campaign by each individual transaction. Remember, if you just break even or even lose a little bit on each new sale, you’re getting a shot at a new customer. Measure the value of every new customer on what he will spend in the future, not just first sale. And don’t forget aboutn the word of mouth factor. If he tells family and friends about you, that’s an extra bonus and more sales!
Many business owners fear that if they give a deeply discounted offer of their door hangers, folks that live further away will come, use a coupon, and I never be seen again. Perhaps that’s true. But if it is, it means that your product or service is not special enough for them to consider coming back. Think about it.
Here’s a final tip that might help you save money when creating more than one version of your door hangers. Door hangers are often printed on letter size card stock (8.5 x 11.5 inches). The door hanger image is repeated either 2 or 3 times on the same sheet and then cut them in thirds or half after printing. So a 1000 sheets will yield either 2000 or 3000 door hangers depending on the size.
If you provide the printer with more than one version of your door hanger, the order can be printed at no extra cost except perhaps for an additional artwork charge.
Give this strategy a try and you’re sure to see new customers. Good Luck!