28 Nov Consistency Proves Excellence in Direct to Door Marketing
Consistency proves excellence in direct to door marketing
Marketing agencies around the world have spent billions and billions of dollars studying consumer behavior. Some of the findings vary but there are a few key principles that always remain the same regardless of market, demographics, or geography. One of the most important factors you should keep in mind is that it takes multiple impressions to get a response from your marketing efforts. It doesn’t matter if you’re using direct to door marketing, social media ads, or pay per click ads online. The bottom line is that the more you can get in front of your potential customer the more likely you are to convert them. It all boils down to consistency.
Consistency in marketing
Whether you’re targeting new customers or trying to maintain current ones, consistency will always be key. With new customers it’s likely that they’ll have to “see” you a few times before you make an impression. Door hangers are a great way to get noticed. This direct to door marketing approach stands out from others because you are forcing your potential client to remove your ad from their door knob as they enter their house. They can’t help but notice it because it’s separates from all the other mail sitting in their mailbox. If it’s the first time they’re hearing about your product or service, they may just discard your ad. But if you keep targeting them, it’s only a matter of time before recognition starts to take place.
Door hanger approach
As with any marketing, your approach needs to be carefully considered. When it comes to door hangers you want to focus on three things.
• Product or service
• The Offer
• Your Call to Action
Even your messaging should remain consistent. You want to build a trust factor with your target customer because people like to buy from companies they like and trust. It’s never too early to try and build that rapport.
Direct to Door Marketing Frequency
It’s important to figure out what consistency means for your company. Depending on your goal the frequency of your direct to door marketing campaign can vary. Are you trying to get new customers or just maintain existing ones? With existing customers your frequency may be less. You would probably only reach out when you had an offer that would be of interest to them. With new prospects however, you’re trying to get their attention and convert them into buying customers. So you may want to be more aggressive. Even your offer is likely to change based on who you are sending it to. For a new customer you may offer a crazy deal just to get them to test out your product or service. Existing customers should already be hooked on what you have to offer. That being said, you still want to offer incentives to keep them happy.
The more campaigns you do the more you’ll be able to fine tune your process. As you collect new data, things will become more clear and your messaging will become more targeted. The goal is to convert as many new customers as possible. Using door hangers is an excellent way of reaching your audience. Once prospects become paying customers it costs less to maintain them than try to attract new customers. Either way though, consistency with your marketing efforts will always be key. It’s not something you can just do once in a while if you want great results.