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!