What Is Door-To-Door Marketing?
Door to door marketing has been around for years. It has always been considered highly effective. The concept is often over simplified. Door to door marketing is a method of advertising where the advertiser sends their information directly to the door of the consumer. It is a cost effective way to introduce new business and to grow existing business. The advertising may be in the form of a leaflet, door hander, flyer, brochure or coupon.
Behind the scenes of door to door marketing programs there is a precise and thought out marketing plan. To effectively manage a door to door marketing plan, the advertising must reach the correct clientele. People who are not experienced in the field of advertising assume that a company comes to a town and simply floods the town with flyers. This is untrue. The marketing firm does a demographic study of area. This study takes into account the age of the homes and the homeowners of a neighbourhood. They determine if the area is filled with homes that are inhabited by the homeowners or if the properties are rentals. They determine the age of the people who live in the area. They need to know if the neighbourhood is one where there are families with children, college students and young professionals or senior citizens. Once they have this information, they create a database that allows the advertiser to zero in on the consumer that is most likely to utilize his services or purchase his product.
If an advertiser attempts to do door to door marketing without this database, he is walking blind. For example, if his business is roof or drive-way repair and he sends out 1000 door-to-door flyers in a certain postal code. With a marketing strategy and well researched database he can expect a healthy return on his investment. (Door to door advertising is an inexpensive way to market your product.) But consider this, if the door to door material was delivered to an area where the homes are rentals, the client you reached cannot make the purchase you are selling. If they do not own the home, they will not be hiring you to re-roof the house or to fix the drive, as it is not their property or responsibility. You can expect a very low ROI, if any. This is an example of a good plan, and poor planning.
The most cost effective way to manage a door to door campaign is to use a service that will create (or has) a database of the area. They can produce the leaflet or flyer you want to distribute, or can use material you have already had produced. They know the art of distribution and saturation of an area. Finally, they maintain the database, for you this means less work. The average company attempting to handle a door to door campaign alone expects to tie up 2-3 employees for three days per 1500 pieces dropped. They must pay someone to make the delivery and then they wait.
Two things normally happen. First, the company has no idea how to distribute the campaign. The rule of thumb is to do three drops in a three week span for an area. If you do too many, it will put people off. If you do not do enough the client is likely to forget who you were when they need a service. Secondly, they sometimes make an offer that is too good and put a strain on their business. Being unable to accurately deliver the special will make you lose customers before you even got them. For example; if you are a Pizza service and you send out a leaflet for a free pizza on Tuesday’s for the month; you may bring in more business than your establishment can handle. If on Tuesdays your lines are busy, your orders get behind schedule or your delivery person says, “forget this” you may not be able to fill the orders. It is worse having a bad reputation than having no reputation.
With a good strategy and good database, door to door marketing is one of the best ways to increase or introduce business. If you want to know more, Letter Box Media is a good resource.
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