Rising from the ashes...
Start: The Rising (Part 1) - Introduction
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Current: The Rising (Part 14) - Door Hangers
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I keep hijacking posts on this forum; but, this time I managed restrain myself and start a new topic. I have more information to share regarding my recent activities; but, this post was motivated after reading The No. 1 Marketing Tool Every Business Needs, which contained the following quote:
Link all your marketing and advertising back to your business website
I would agree with above quote a month ago; but, now I'm not so sure if putting your website on all marketing assets is a good idea. Since this post is about door hangers, I'll defer my disagreement to the end of my posting.
Let me start by saying that the door hangers is one of many marketing strategies that I have been considering; so, there is no need to crucify me for not talking about online ad campaigns, social media, etc...
Rest assured that I plan to leave no stone un-turned...actually, that is not a true statement; I doubt if I will ever advertise on TV during a Superbowl commercial. You may disagree with me and might be saying, "...Edvin, never say never...you might one day be able to advertise on Superbowl"; but..., okay, I submit, you're right
Why door hangers instead of a direct mail? Because my initial evaluation suggested that print and postage stamp would become more expensive than placing door hanger. Furthermore, I feel door hangers get a glance, where as direct mail gets thrown in garbage without a look.
As usual, I like to support my theory and found this case study that supports the idea of door hangers having lower cost per lead. But, there are plenty of forums that show door-hangers have yielded zero result! The fact is, they all work, its matter of figuring out how to do it effectively and maximize our time/money.
I thought to myself why would anyone look at my door hangers. I certainly throw away all the hangers that I remember receiving. So, I figured that my hangers need to be different. I thought about making a quick jig to strategically put a hole in my door hangers and tape a flashing LED with a battery.
This will flash for 3 to5 days before the battery runs out.
I can get 1000 LEDs for about $15 and 1000 batteries (3 volts) for $120 from Aliexpress
How could parents resist not showing this to their kids and remembering robotics/programming kids camp.
But, how many hangers should I put out there?
I found an online mailing list that filters 70,000 city population down to 1200 households based on filter criteria (income, kids, married, etc) for about couple hundred dollars. This reduces the cost for number of hangers/mailing. Interestingly, from above link the marketer changed from custom mailing list to mass-mailing list (due to lower total cost); so, maybe I'll need to revisit custom mailing list idea.
As I reflect more, I asked myself how frequently should I put-out door hangers on the same doors? Interesting reads around marketing frequency include Marketing Rule of 7, 16+ blogs per month (maybe that's why we see frequent new posts from forum moderators/admins), and wiki has some nice info around marketing frequency. Namely the primary & recency affect, Krugman's rule of three, and Thomas Smith's 20 rule:
The first time people look at any given ad, they don't even see it.
The second time, they don't notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they've seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, "Here's that confounded ad again."
The ninth time, they start to wonder if they're missing out on something.
The tenth time, they ask their friends and neighbors if they've tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can't afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.
Okay, I figured that I should at-least re-target the same homes three times (if not more).
Continue on next post...