Small business marketing these days is very much about developing a digital presence, but companies shouldn't limit themselves to just online and social media campaigns. Because that's what most companies are focusing on, door-to-door marketing, including direct mail and door hangers, don't have to fight for attention quite as much as email newsletters and social posts. Door hangers have been used for small business marketing campaigns for years, and they're an effective way to raise awareness, especially in specific neighborhoods and locations near your business. Plus, unlike direct mail, they make an individual impression – they're hung on a doorknob where your future customers won't be able to ignore them. If you're considering door hanger marketing for your business, here are a few pointers for making your campaign effective:
1. Use Geographic Targeting
With direct mail, businesses can target their mailing list in two different ways: by location or by demographic. For door hangers, though, geographic targeting is likely to be a bit more successful. Door hangers are an effective tool for storefront businesses (as opposed to e-commerce sites) because they make it easy to target potential customers who live nearby. It's a good idea to research the areas near you where people who fall into your target demographic live. Start there and work your way outward.
2. Lead With an Offer
Though you may be tempted to place your company's name at the top of the door hanger in large lettering, that likely won't capture people's attention quickly enough (unless your name holds some weight where you live). Remember that you have a matter of seconds to peak their interest, so it's best to lead with a simple statement that explains the offer you're making, whether it's a discount, a membership, a freebie or whatever else you think will draw people to your store.
3. Go For Quality
Door hangers, because they can be distributed by you, don't cost anything for postage – spend the money you're saving there on purchasing a quality product that looks high-end. Choose a high-gloss, thick paper, which will give off a much better first impression than a matte piece of paper.
4. Give a Call to Action
Calls to action are essential to any direct mail or door hanger campaign. Simply stating an offer isn't enough – add something that will draw people to connect with you. Have them present the door hanger in the store before a specific deadline, visit a URL or call a phone number. QuickBooks recommends using unique Web pages or dedicated phone numbers that are specifically for your door hanger campaign so you can better track how effective it is. This will help you make adjustments in the future.
5. Distribute Door Hangers Yourself
Though many businesses choose to hire people to deliver their door hangers, you actually may find an advantage to doing the job yourself. It'll put you face-to-face with many of your target customers, which means you'll have an extra opportunity to win them over. Come prepared with a quick pitch, but make sure your interactions are casual and friendly – you don't want to seem like a door-to-door salesman.
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