Introduction
You can accomplish your goal by using email. What email can’t accomplish, direct mail can. To a certain extent, that’s possible with social media. And yet, how exactly can you tailor your direct marketing efforts with front-door media?
You undoubtedly have some idea of the potential impact of a personalized approach. Eighty percent of customers are more likely to make a purchase after having a positive, tailored experience with a company, according to research.
Yes, that’s a good result.
The effectiveness of personalized content is diminished if the intended audience does not view it. In this respect, door-hanger advertising excels beyond that any other type of media. Because almost no one can avoid seeing what’s on their own front door, your impression rate will be close to 100% if you position a high-quality advertisement there.
This is especially true of Power Direct door hanger delivery service, which are far more than the flimsy fliers floating in the wind that typically come to mind when thinking of door hangers.
Therefore, door hangers are perhaps the most effective method of advertising because they are seen by every prospect who receives one. It would be much more effective if the door hangers could be customized in some way.
Soon, you’ll learn seven techniques to add a personal touch to your door-hanger distribution and advertising. But before we get too far, let’s define our words.
In marketing terms, what exactly does “personalization” involve?
There are numerous approaches to personalization. In the simplest form, known as “mail merge,” a single sales letter or email is drafted and then customized for each recipient by inserting their information into predetermined fields. The most fundamental example of this is the greeting. If you have good client data, you may also add in their addresses, phone numbers, email addresses, names of their businesses, and even details about their prior transactions.
Modern marketing practices are expanding the definition of customization beyond simple content modification.
This Forbes piece elaborates on the idea that relevance is an improved form of personalization. When marketing information is relevant, it relates to the recipient in terms of how they now live, what they do for a living, and what they believe in.
Consequently, while the name of the recipient might not appear in the information that is important to them, the content may speak far more personal to their lifestyle choices, ambitions and dreams, cultural background, career history, and educational history.
Techniques for Customizing Door Hangers for Direct Marketing
Make use of the copy
Companies that deliver door hangers allow for some degree of customization in terms of addresses and other information, but not nearly as much as direct mail. Because you don’t just blanket an entire city or zip code with flyers, the distribution of door hangers has a more personalized feel to it.
Power Direct’s method of door-hanger advertising is far more selective and perceptive. You can customize door hangers by including the recipient’s name and phone number, but there are more effective methods to do this.
When advertising anything close to their home, you might make reference to a local landmark, high school, or other institution that only a select few would know about.
You can also provide the name and contact information of your regional sales representative or store manager. That’s customization because the receiver knows this isn’t a generic, country-wide ad campaign. They need only dial the number of a neighboring business to get immediate assistance.
A copy can also be tailored for certain audiences by accommodating a variety of languages and cultural norms. This might involve creating bilingual door hangers in which one side is written in English and the other in another language. This could involve using cultural allusions that are understood by the majority of a community’s residents.
Add images for customization
One of the main purposes of door hangers is to attract attention in a novel and interesting way. This is accomplished via the door hanger itself, as it meets the prospect where they are least likely to encounter advertising – at their front door.
However, it succeeds even more so thanks to its clever and effective use of visuals. If you have adequate information about your target audience’s demographics, you can choose pictures that will resonate with them on an individual level. This may have cultural origins. A person’s way of life, beliefs, and experiences may all play a role.
Include child-centered imagery if your target audience consists primarily of parents. Door hangers targeted at retirees would benefit from including images of actual retirees. Use alternative images while writing about single people in their early professional lives.
QR code
Door hangers with QR codes can access the internet’s customizing features. Scanners of a QR code can access a website tailored to their demographic, cultural, or lifestyle context. On that page, you may use direct marketing and lead generation to get them to reply.
Localize
Your company has five sites in a city and wants to promote via door hangers. You can personalize this by showing the recipient’s nearest location. The best personalized door hangers contain a map so the receiver can see familiar streets and know where to go. This method is especially useful for grand openings, reopenings, and other major events. Personalization soars when you add the business manager’s name, a landmark, and local news or sports.
Use consumer information
Power Direct promoted a grocer’s grand opening. The company learned that some homes in the new store’s neighborhood previously shopped at stores further afield. Power Direct produced two door hangers for the company: one for current members announcing a new, closer store, and another for non-members. Current members received door hangers with bargains and benefits close to home. The goal was client retention, so keep your membership. Non-member door hangers offered incentives and rewards for joining. Two alternative calls to action in the same personalized door hanger campaign.
Forecasting
Personalization leveraging customer data for customer acquisition. Here, you examine consumer data to see what types of customers visit your store or buy certain things. Then, you hunt for copycat audiences who aren’t shopping at that retailer or buying those goods but would if told.
Interactions
Door hangers have haptic characteristics that aren’t possible online. Scratch-and-sniffs and free samples can include smell. Scratch-off features, like a lottery ticket, can engage other senses and disclose a prize only redeemable in-store.
The more your prospect interacts with your marketing, the better your sales chances. While interactivity doesn’t necessarily connect on a personal level, engaging with your marketing makes it personal at that time. You can make them interested in something they didn’t before.
Conclusion
Learning about your target market is the first step in creating marketing that speaks directly to them. That’s something we always hear, but how exactly can one accomplish this? Together with your individualized Power Direct project advice, you will receive a complimentary Ad Targeting Report detailing the precise geographic regions of your ideal clients. You are free to use the report for whatever purpose you like, even if you decide not to collaborate with us at this time.
