21 Nov Who Gets Door Hangers? Targeting the Right Customer is Key
Who Gets Door Hangers? Targeting the Right Customer is Key
Effective customer targeting is the backbone of any successful marketing campaign. Whether you’re using door hangers in direct to door advertising, doing an email marketing campaign or doing direct marketing the principal remains the same. In order for your offer to convert, you need to be targeting the right people. When it comes to door hangers though, how do you know who should receive one.
Define your ideal customer
Before you can even begin to decide who should receive your offer, you need to establish who your ideal customer is. What is your product or offering? Who will benefit from it the most? Is there a common thread between product users? To determine this you can either look at data from previous sales, or if it’s the first time the product is going to market you can look into your competitors to see who’s buying their products or services.
Target market breakdown
Now that you know who your ideal customer is, how do you break it down into quantifiable data? Here are some of the best identifiers to help you come up with a targeted list for your direct to door advertising campaign.
• Demographics – When we say demographics we’re talking about data such as age, gender, race, income, social class, religion, language, marital status, family size, etc.
• Geography – The geographic type of info you would want to assess includes data for city, state, zip code, population size, region, climate, natural resources, terrain, neighborhood types, etc.
• Psychographics – Psychographics refers to things such as interests, beliefs, lifestyle, and behaviors
• Variables – The variables are the hardest to assess, but they include things like brand loyalty, product usage, volume, expectations
It’s important to note that you may not be able to acquire all of this information, but the more you can get the better you’ll be able to target effectively.
Translating data into an effective campaign
Now that you’ve identified who your ideal customer is and know what data to look for, what’s next?
Let’s look at an example. Say you were offering lawn and landscaping services, you’d be looking for a specific customer. Likely, you’d be looking for a homeowner who has enough money to afford lawn care. You wouldn’t necessarily want to target low income neighborhoods, or people who live in condos or apartments. You also wouldn’t be offering these services in cold climates. Based on your data you could build a profile. You’d be able to look at areas in your chosen city and target neighborhoods that have people in the demographics you identified.
Based on this example we could say we’re looking for families where the income earners are between the ages of 25 and 55, who live in affluent areas, in a city with a warm climate. Families who are busy and don’t have time to mow their own lawns or want manicured lawns.
The idea will be to place your door hangers on the areas that yield the best returns for your campaign.
Research is key when it comes to door hangers
A little research will go a long way when it comes to increasing the effectiveness of your direct to door advertising campaign. If you know exactly who your target market is, then door hangers are a great way to get the most bang for your buck. Make sure you track your conversion rates and know what areas you had the highest conversion rates. The more data you have, the more you can tailor future campaigns to increase conversions even further.