Localized Advertising ? Door-to-Door Ad Distribution on the Fly!
Have you ever had to distribute door-hanger advertisements for your business?
Have you ever employed door-to-door sales techniques to increase your brand awareness?
Have you ever had to walk mile-after-mile repeating the sales pitch, over and over?
Have you ever had to stand outside of an arena event and pass out flyers to exiting patrons?
If you stop to think of the cold calling technique of door-to door advertising, you would discover how sometimes humiliating it is to have a disinterested and irritated individual slam the door in your face, yell insulting things toward you, or be escorted off of their property.� To combat this instantaneous humiliation, the idea of door-hanging advertisements gives the sales person a means of getting the word out to more people faster than before but more importantly, it saves the person the anguish of the advertised becoming irate over the interruption.� Having been in situations were I have used these techniques either selling for other companies or trying to gain customers for a newly opened business, I came up with the idea of trying a door-to-driveway or door-to-doorstep advertising campaign to build brand awareness for a national car sales corporation that needed grass roots advertising for the local area around their dealerships.
Basically, I was a car salesman that was responsible for bringing in customers to buy cars, and my pay was determined by how many people actually came in and bought.� Since I have leg injuries from an auto accident, I needed to find a way to cover the same amount of territory as my competing sales people.� The company already supplied a few thousand door hangers; however, the advertisement brought awareness to all of the local 11 dealerships and I wanted to build awareness just to the dealership that I was at, and more specifically, I wanted the traffic created to come specifically to me.�
Keeping in mind the flyer campaign I was apart of at a professional basketball game in which the sales team handed out 7,000 flyers to build awareness of a local college basketball season, I designed a half-page flyer text advertisement-therefore, two ads can be printed on every page-that put emphasis on my name, my contact information, and schedule.� You can substitute any advertising design on this half-page ad.�
I chose a colored card-stock weighted paper for printing because I needed paper weight for the distribution method used and a lower cost than the cost of printing in color.� Printing black and white on colored paper is easier and cheaper than printing expensive color ads, unless you can afford it.� But for the purpose of this campaign, you do not need to spend a fortune making your company look good in print.
Once the printing is done, cut the full-page printed page in half, which produces two half-page ads.� Next, take the ads and roll them into a cigar shape and secure with small rubber bands.� Tiny rubber bands can be purchased at the local office supply company, but the best bet for the appropriate size can be located at a local beauty supply company-ask for small hair braiding bands, usually kept in 500 and 1000 count.� Keep a large box handy to place the rolled ads in until it is time to distribute.�
Now it is time to distribute.� Normally, door hangers would take about 2 � hours to distribute 500 hangers and would receive a few inquiries for the effort; so being limited to the amount of walking I could do, I decided to drive a car and throw the ads onto the edge of the driveway at peoples houses.� I wanted the advertisement to be in the same placement as the local newspaper so the ad had the best chance to be noticed, picked up, and acted on by the potential customer.�
As a homeowner, I myself have had numerous advertisements thrown in my driveway, and as the homeowner I am responsible for picking up the ads in my yard.� I have seen ads for grass cutters, electricians, Avon sales, donations to thrift stores, and many more, so any kind of message can be placed on these ads.�
Now with the new way to distribute, I could get 2000 ads out in approximately 1 � hours and had responses before I returned to the dealership.� It makes me wonder how many people really do watch the front of their house and wonder what a slow moving vehicle was throwing at their house.� After seeing the instant results of my effort, every sales person at the dealership enacted the same door-to-driveway campaign for the shear fact of the number of ads distributed for the time distributed was achieved with far less effort than before.� Results we quicker and slightly higher; but, I do not know the exact increase numbers because I did not do any kind of analysis on exact number of responses for the number distributed.� I do know that I got a lot out a lot quicker than before and I didn't have to walk anywhere except to the car.
A few things to keep in mind:
Written by eRix � 2004-08-28�� Permission to Reproduce in Entirety.�
eric b smith tampa, fl
The Benefits of Specific Advertising
The great Claude Hopkins (Author of Scientific Advertising) once said, "Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever."
Advertising That Annoys: The Real Story
Critics conclude that entertaining or "creative" commercials sell better than those that are bland. But liking the commercial may not really be that important in the scheme of things. It all depends on the needs and preferences, motivation and financial reservations of the customer. The question isn't whether people like the advertisement or not, it's whether the advertisement is effective in selling.
Advertising For The Long Haul and Not the Short Term Gains
�New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. � "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. If the young man tells his date how handsome, smart and successful he is -- that's advertising. If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations." By S.H. Simmons. � Welcome to New Age Media Concepts, Inc. where we understand your needs and how to maximize your marketing dollar. � Marketing is your strategy for allocating resources (time and money) in order to achieve your objectives. People have their own unique perceptions of the world based on their belief system. The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people's perceptions.� This is true from something as simple as the pet rock craze of the 1970s to the marketing muscle of Wall Street and the Internet boom of the 1990s. Context can be many things, singly or simultaneously. To name a few, you may market to your customers within the context of their wants, needs, problems solved, or situation improved. Current and potential advertisers need to be aware of many other contexts, such as social and economic trends or governmental regulations. People don't just "buy" a product or a service. They "buy" the concept of what that product will do for them, or help them do for themselves.� People just don't "buy" a laundry detergent, they buy the perceived notion of what that laundry detergent brand says it can accomplish for them. Otherwise every brand in the supermarket will be a no-frills. This is not to say that if a product fails to meet the customers' expectations that product will be successful in the long haul. No amount of advertising and marketing will help a failed product succeed in that scenario. To have a successful campaign a product or service must understand that they need to start out with something a consumer needs, wants, or improves their situation and that product or service actually does help the consumer for the long haul. The New York Times said it best in a recent article, "Companies can't Buy Love with Bargains" Building brand loyalty is more than just hyping the consumer into buying a product, it's gaining their trust and the trust of their family both today and for years to come. One example of great brand building is H.J. Heinz, (NYSE: HNZ) they have been around for decades and they gained the loyalty and trust of the consumer spanning generations, now that is great brand building. � Anyone could hype a brand for short term gains but that doesn't accomplish the goals of the advertiser or the consumer. It looks good initially but what happens when the product isn't flying off the shelves any longer and the consumers have lost trust in the product or the company?. Of course you need new and innovative ways to get your message to the consumer but this message has to be geared to building consumer loyalty and not just hype. Even the largest companies make this mistake and pay for it with decreased sales and profit margins. � So whether a consumer is buying a car from Ford (NYSE: F) , a can of beer from Anheuser Busch (NYSE:BUD) or software from Microsoft (Nasdaq:MSFT), the advertiser needs to cater to the needs of the consumer.
More Cheap Tricks for Promoting Your Business
In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful.
Imaging Isnt Everything
Many home improvement contractors attempt to use advertising to expand their client base and increase profits. Whether it be yellow pages, mailers, ads, or valpak; for many it's a total waste of time and money. Why do so many contractors achieve less than desired results from their advertising dollars? The answer: They're doing it the wrong way!
7 Questions to Ask Before You Advertise
Most business owners and managers keep a fairly close eye on their marketing budgets.
Advertising - Does it Matter?
When advertising, you need to sell your opportunity, your products and yourself. What sets you apart from everyone else? Maybe you produce a newsletter with a specific content where there is a demand from a particular group of people, or you promote your own special product that no one have not yet seen.
If You Want To Get More Customers, Heres 10 Powerful Stories To Improve Your Ads
Remember, as a child lying in bed and listening to stories. Remember how engaged you were. Remember how you never got bored of them and always wanted to learn more.
When Advertising Wears Out
One of the challenges facing marketers is determining the most effective level of advertising exposure for a brand, while maintaining a given budget. Conceptually, the media planner could choose continuous advertising (even exposures spread over a period of time) or follow a strategy of pulsing ("on" for some months and "off" for others). The decision is important because the wrong one will considerably affect customer response. When advertisements are run at a low frequency (very few times), they run a risk of going unnoticed. The first time customers view an advertisement, a majority of the time, the message doesn't even process in their minds. On the other hand, when an advertisement is run at a high frequency, advertising wearout may occur. Therefore, the task at hand is finding just the right frequency for a positive response.
Advertise Where Its Forbidden To
The most common way to drive people to your business site is advertising. You cannot succeed without advertising, this is a fact. You should advertise almost everytime and almost everywhere using a very pleasant, smart and persuasive manner if you want to accomplish your final target: Making Sales But what to do when clear and noisy advertising is not allowed (e.g discussion lists, discussion forums, etc) or you just send emails with no connection with business?
How to Create Ads that Sell with Little Effort
One of the main problems people find with marketing, is the actual selling. How can you create ads which sell?
LED Score Boards
LED scoreboards can be utilized in most of the sporting event for eye-catching effects replace traditional scoreboards. This high- tech lighting system is both energy ? efficient and able to produce a very bright light.
The Secrets To Successful Radio Advertising
Ask some businesses about radio advertising and they'll tell you it's the greatest investment they ever made while others will tell you it was a complete waste of time and money. So why does radio work for some and not for others? What's the secret to successful radio advertising?
5 Tips for Hot Yellow Pages Ads
Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least one copy of "the book".
LED video Displays
LED video displays give you the power to communicate, to motivate, and to entertain. Led video displays are seen to be sited for outdoor advertising, in casinos, for events like sporting events in stadium and arena, for staging and mobile display etc.
Pros and Cons of Establishing an In-House Ad Agency
There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating:
How to Write B2B Ads That Catch Customers
Are your business-to-business ads working for you? If they are not making sales, are they at least generating interest in your company? Are they making an impression on your potential customers by making you stand out in a crowd? If not, then you should take a look at this article and get those ads working hard for you.
Change, or Reinforce?
Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?
Tips On Writing a Successful Ad
When knowledge is based on truth it is powerful!
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
|home | site map|