door hanger advertising
When Distributing Door Hangers, What’s More Important, Reach or Frequency?
The video below was produced with a Direct Mail Advertising Campaign in mind, however balancing reach and frequency can also determine the success of a Door Hanger Distribution Campaign.
The video is only about a minute – so why not watch it now?
Target 1 Prospect
The idea of creating a door hanger that is targeted at only one prospect is hard to accept; yet it is the best way to create a good response.
Every business wants to get the most from their advertising dollars. Advertising can be expensive, especially if no one responds. So it’s natural to want to include as much information as possible on a door hanger. Fill in all the “white space” and get your money’s worth. That strategy rarely works.
Let’s take a look at America’s most successful retailer: Wal-Mart. When Wal-Mart advertises, do they list every item that they sell? With literally hundreds of thousands of items that would be impossible. Well how about if they listed every department or even one department with all related products. You would still require a very big ad and few prospects would take the time to read it.
This week one Wal-Mart ad featured a 42” Toshiba LED 1080P TV for $649.98. You could say that ad was targeted at only one prospect: one that needs a new TV, has room for a 42” model, and has $650 in his wallet or available on his credit card. That’s pretty specific targeting and a whole lot of prospects will simply not be interested and ignore the ad. The good news for Wal-Mart is that there are a lot of prospects that fit the target profile, and as a result, they will probably sell a lot of those TV’s.
Do you think Wal-Mart was worried that if they advertised a specific TV model, that the rest of their inventory would not move? Hardly. In fact, they will be tickled pink if prospects just come to a store to look at the Toshiba TV on sale. Even if they don’t buy that model, perhaps they will buy a different TV or at least buy something before they leave the store. Most visitors will.
They succeeded. They generated a lead. Once they have a prospect in the store, chances are they are going to sell him something.
You can do the same thing. Think of the door hanger as a way to generate a lead, not a sale. Remember, leads turn into sales. Tantalize prospects with a single offer and be prepared to sell that offer or something else when they respond. Don’t be afraid to feature a low price. Most shoppers start off looking for the lowest price. Once they respond you can justify higher prices by demonstrating value.
So there you have it. Don’t try and speak to everyone when creating your door hanger. Target one prospect and you will find there are many who fit the same profile. Even if you are speaking to only 5% of the prospects who receive your door hanger, make sure your ad is strong enough to get noticed by 95% of the 5%
How to Design a Sensational Door Hanger in 4 Steps
Door Hanger Advertising is one of the best ways to generate new business. There’s no envelope to open or flyer to unfold, a Door Hanger starts working as soon as it is removed from the door.
So what are the secrets of designing a door hanger that will generate a sensational response? We have developed a 4 Point Design Strategy that has been proven effective.
4 POINT DESIGN STRATEGY
Step 1 – THE GLANCE TEST
The goal is to let the prospect know what the door hanger is about with just a passing glance. Seems obvious, but many door hangers fail the Glance Test and are tossed out without getting the chance to deliver their message.
So, how do you design a door hanger that will pass the “Glance Test”? Use a big headline, with few words, that shouts the main purpose and benefit of your offering. A photo or graphic can also be very effective. A combination of both may be even better.
Step 2 – THE MAGNET
“Magnet” is the term we use to describe the lure, hook, special offer or incentive that will motivate the prospects you are targeting to respond to your advertising. Yes, it’s the bait that is most important when you are fishing for new customers. The stronger your magnet, the more business you will attract.
Which of the four magnets below do you think is the strongest?
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Remember, you don’t have to give all the details. Just tantalize the prospect. The purpose of the door hanger is to generate a lead, an opportunity to make a sale. The door hanger normally will not make the sale, you have to do that.
Step 3 – YOUR CLAIM TO FAME
If you can avoid the trash can by passing the Glance Test and tantalize the prospect with a strong Magnet, your Claim To Fame is used to seal the deal. What is your level of expertise, why should you be trusted and what do others say about your product or service? Sometimes the claim to fame might be you. If so, don’t hesitate to include a photo and a brief professional biography. This is not the time to be modest.
Step 4 – THE CALL TO ACTION
How do you want people to respond? Call on the phone, visit your website or perhaps come to your physical location. If there is more than one option, make sure you emphasize the one you prefer with larger type on both sides of the door hanger.
Design is the most important part of your campaign. Take your time. Show it to family, friends and even a few loyal customers. Remember, no one knows your business better than you do, so make sure you feel as confident as possible that your design is a winner before you launch.
Take advantage of our “No Risk Design Guarantee”. We’ll offer suggestions and make as many changes as needed (never an extra charge) until you are convinced the design is as good as it can be. Good Luck!
Revealed: The Secret To Door Hanger Advertising Success
ARE YOU READY? HERE IS ONE OF THE SECRETS TO DOOR HANGER SUCCESS:
Repetition is one of the most important parts of any advertising.
Repetition is one of the most important parts of any advertising.
CAN YOU FILL IN THE BLANKS?
National firms, like companies that sell auto insurance rely on repetition to create a “top of mind awareness”. They recognize the fact that consumers may not be ready to purchase insurance the first time they see their ads. To prove the premise, fill in the blanks with the name of the auto insurance company below:
- You’re in Good Hands with ____________________
- Like a Good Neighbor ____________________ is there
- Call ____________________ , 15 Minutes Can Save You 15% On Car Insurance
Chances are you got all 3 right. It’s the result of repetitive advertising.
Studies have shown the importance of repetition. The more we see or hear something, the more likely we are to believe it and act on it. One report says that 59% of respondents will believe and remember the information they receive if they see or hear it 3 to 5 times.
HOW DOES THIS RELATE TO DOOR HANGER ADVERTISING?
So how does this relate to Door Hanger Advertising? Think of it this way. If your goal is to “Grow Your Business”… for the same budget, it is better to distribute door hangers to 1000 prospects 3 times, than to distribute to 3000 prospects 1 time.
Here is an excerpt from an article by the National Federation of Independent Business:
“When designing and placing ads, many small business owners search for the magic bullet: an ad that is so compelling that customers will immediately pick up the phone and call to make an appointment. Remember, advertising is a process, not a one-time event. Advertising research has shown that a consumer usually needs to see an ad five to seven times before responding. This is what the ad industry calls the rule of seven.”
CREATE A TARGET MARKET, BUDGET AND A DISTRIBUTION SCHEDULE
We recommend a monthly distribution schedule in most cases. The important thing to remember is be consistent. Work out a plan that will fit your budget and then stick to it. Momentum will build.
4 Factors That Affect Door Hanger Advertising Response Rates
You should never be satisfied with the response rate of your Door Hanger Advertising Campaigns. To be effective, Door Hanger Campaigns, and most forms of advertising, require tracking, evaluation and fine tuning in order to achieve the highest possible response rate.
When we evaluate the response of a Door Hanger Campaign, we use this 4 point check list:
- THE TARGET or DISTRIBUTION AREA
[ ] STRONG
[ ] AVERAGE
[ ] WEAK - THE MAGNET or SPECIAL OFFER
[ ] STRONG
[ ] AVERAGE
[ ] WEAK - THE DOOR HANGER DESIGN
[ ] STRONG
[ ] AVERAGE
[ ] WEAK - DISTRIBUTION PLAN (Repetitive Distribution Strategy i.e. Distribute to 3000 prospects 1 time or to 1000 prospects 3 times?)
[ ] STRONG
[ ] AVERAGE
[ ] WEAK
If possible, when fine tuning the door hanger, try not to change everything at once or you will be starting from scratch each time. Try the isolate which of the 4 factors is the weakest link. The distribution area and the design should be pretty solid before launching the first campaign. Usually it’s the magnet or special offer that affects the response rate the most.
When setting up a distribution strategy, remember, higher priced products and services may take a series of distributions to generate response unlike lower priced items that are bought on impulse.
The good news is that after a few campaigns, response rates should be very predictable. At that point, every distribution is an opportunity to increase sales.
If you would like us to help you evaluate the results of your last campaign – just give us a call 866-585-0965.
What can we learn about advertising from a famous WW II General?
Many of you keep thinking about launching a Door Hanger or other Advertising Campaign but for some reason keep putting it off. Could it be that you are waiting until you can find the time to fine tune your plan and make it perfect? When will you find that extra time?
“A good plan violently executed today, is better than a perfect plan executed next week.” – that quote from General George S. Patton inspires me nearly every day.
In the current economy, procrastination can be a recipe for disaster. You have got to work harder than ever just to maintain market share let alone grow your business. However, smart business owners know that there are opportunities during strong or weak economic times. Advertising can help you exploit those opportunities.
What’s that old saying, “…if you keeping doing the same things over and over again, you are going to keep getting the same results!”.
Do something different this week. Advertise.
Are you flattering your competition?
IS FLATTERING YOUR COMPETITION A GOOD IDEA?
You know the old saying: “Imitation is the highest form of flattery”. Every week I talk to dozens of imitators. Small business owners, who don’t realize they are flattering their competition. Chiropractors, pizza shop owners, lawn service operators, owners of just about every type of business you can imagine. Honest, hardworking and hopeful.
IF THEY ARE DOING IT, IT MUST BE WORKING. RIGHT?
They call us, ready to grow their business with a door hanger distribution campaign. For many of them, it’s their first door hanger distribution and they are full of optimism. When we get down to discussing a message and special offers, they often rely on what they have seen others do. If most of the competition is doing it, it must work. Right? The problem is, the competition’s advertising may not be working so good, in fact, it may not be working at all.
THIS IS NOT JUST ABOUT ADVERTISING. IT’S ABOUT MAKING YOUR BUSINESS A SUCCESS!
The idea of imitating the competition goes beyond advertising. It’s a factor that is fundamental to the ultimate success of a business. It’s the difference between just getting by and doing great. We are talking about defining a “Claim To Fame”. Something that separates a business from their competition. It’s a chance to break away from the pack of competitors that are hard to tell apart. Once a business is separated from the rest, it starts to move to the next level of sales and profitability.
HERE’S A JOKE ABOUT OWNING A SMALL BUSINESS.
Two friends are talking. One says to the other. “You are so lucky to have your own business!” The business owner thinks for a moment and replies: “Yes, it’s great. I get to work half days, and as the owner, I get to pick which 12 hours I want to work!”
Sound familiar? Are you tired of working hard and finding yourself in the same place month after month?
If you really want to grow your business into a successful operation, work on creating a “Claim To Fame”. Don’t be discouraged if you can’t come up with something right off the bat. If you ask many small business owners to tell you their “Claim To Fame”, most would be at a loss.
WANT A FREE OPINION? SEND US YOUR CLAIM TO FAME.
Want to brain storm? Send us your “Claim to Fame” and we’ll give you our honest opinion on how it measures up with others in your industry located around the country. No obligation or sales pressure. CLICK HERE.
6 Reasons To Use Door Hanger Advertising
Congratulations for considering Door Hanger Advertising for your business. Door Hangers are one of the best methods for small businesses to attract new customers. Here are 6 reasons why:
- 1-DOOR HANGERS ALWAYS REACHES YOUR PROSPECT
Why is this true? Because you are physically putting the door hanger on the prospects front door. It is going to be removed and in the process, your prospect will at least glance at it. If it is designed properly, you’ll get his attention and if he needs your product or service, you have a chance for a sale. Not everyone gets the newspaper. Even those that get a paper may not read it from beginning to end, so your ad may never be seen. How about radio or TV? Do you have a budget to cover multiple stations at all times during the day? Probably not. Billboards, signs, even aerial banner planes can be a hit or miss situation. Most other media options can not compare to the success of door hangers. - 2-DOOR HANGERS OFFER THE BEST TARGETING OPTIONS
Can you believe the amount of retail shopping plazas that have been built in the past 20 years? Each one seems to be a clone of the one just down the street offering the same lineup of stores. So when advertising, it is more important than ever to geographically target the homes closest to your location. Set your own distribution territory and distribute your door hangers to the homes that are your best prospects. You can even use demographic factors when deciding where to distribute. For example: newer houses are usually owned by younger families with children. Some neighborhoods are decidedly ethnic. Trendy apartments are often inhabited by young single professionals, and so on. - 3-DOOR HANGERS OFFER THE MOST ACCURATE TRACKING
Tracking response is easy with door hanger advertising. Include a special offer that can only be redeemed with the return of the door hanger. If you can’t measure results you won’t be able to make the right advertising decisions. Keep close track of which offers work best and get rid of the offers that don’t. - 4-DOOR HANGER ADVERTISING IS A GREAT VALUE AND AFFORDABLE
How do you know? Divide what you spend on your door hanger campaign by the number of customers or leads generated. Once you have your cost per lead deduct it from the profit you make on a sale to calculate your return on investment. Do the math. You will find that door hanger advertising is one of the most affordable methods you can choose. - 5-DOOR HANGERS LET YOU ADVERTISE ON YOUR SCHEDULE
Timing is everything. Launch your campaign on your schedule. Plan for the entire year using holiday and seasonal themes to get more attention. Increase or decrease distribution schedules based on how busy you are. Instantly launch a new product or service. - 6-KEEP YOU COMPETITORS IN THE DARK
When you advertise in the newspaper or other media, you are also sending your advertising strategy to your competitors. With a door hanger distribution, for the most part, your advertising is between you and your prospects.
If you decide to personally deliver your door hangers, there is another benefit – exercise! Walking door to door is good for your health and the thought of promoting your business in the process is good for your spirit! Wishing your and your business All the Best!
3 Steps To A Successful Door Hanger Advertising Campaign
Many small businesses have discovered that Door Hanger Advertising is an effective and affordable marketing method. Door Hangers allow you to advertise on demand. Distribution costs are lower than postage and results can be evaluated almost immediately.
Over the years we have put together a three step process for a Successful Door Hanger Campaign. The steps are in the form of questions: WHAT, WHO and HOW. Here are the details:
Step 1 – WHAT?
What are you going to promote? Be specific. Avoid including a long laundry list of products or services. Pick your most popular or best value. Promote a sale item or introduce something new. Less copy and large type is important. You only have a few seconds to grab the readers attention.
Step 2 – WHO?
Who are you targeting? Pick the neighborhoods that you feel will produce the greatest response. Distribute door hangers in neighborhoods that are closest to your location. You can also factor in some demographic information by evaluating home values. Schools indicate the presence of families with children, apartments can indicate younger or older residents.
Step 3 – HOW?
How are you going to get your prospects to respond? You are probably going to need a special offer. The stronger the better. This is the most important factor in delivering a good response rate. Make sure the offer is featured prominently and can be seen at a glance. Our graphic artists will help you create a custom door hanger that will maximize your offer and call to action.
Some closing thoughts. As with all advertising, repetition is one of the keys to success, so it is important to establish a budget and a schedule for your door hanger campaigns. Expect a little bit of trial and error. Don’t be discouraged if response is lower than you expected. Fine tune your next door hanger and try again. If you distribute door hangers on a regular basis you will find that response will continue to improve and eventually become predictable.
Door Hangers Can Generate Leads, But You Have To Make The Sale.
Door Hanger distribution is a great way to generate leads for your business, but a lead is not a sale. It is opportunity to make a sale, which means someone at your business has got to be a salesman. At many small businesses, the salesman is often the owner or manager. Unfortunately many small business owners are not comfortable with that responsibility.
Why not? What kind of image do you think of when you hear the word salesman? Some fast talking individual trying to pressure someone into buying a product or service? That is not what sales is all about. Zig Ziglar, the world famous sales trainer and motivator once said, “You can get anything in life you want, if you help enough other people get what they want”. I think that is one of the best descriptions of sales that I have ever heard. In other words, sales is helping other people fulfill their needs. Selling someone something that will help them solve a problem or give them enjoyment is a great way to make a living. Learn more about Zig Ziglar at his website www.ZigZiglar.com
Our company offers Direct Marketing Solutions to small businesses. Door Hangers are one of the products we sell. Our job is to help small businesses get new customers. If we think that Door Hanger distribution is the right solution for a prospect, then it is our job to convince him that our product is the best value available. It’s easy because we believe in our product. That’s sales and we are proud to be salesmen. So should you.