Whenever any business or corporation considers a new approach to marketing, the operative question is, “What are we getting for our investment?” Experienced marketers know that when they spend money on a marketing campaign, they must realize profits in order to win buy-in and approval from upper-level managers and business owners.
The management and ownership of every business must determine whether the advertising dollars being spent are cost effective for the return on investment (ROI). In today’s competitive marketplace consumers are becoming more frugal and selective with their buying decisions, and advertisers are forced to create effective campaigns with fewer advertising dollars.
Front Door Advertising will fit nicely into today’s leaner marketing budgets. Some of the options that Front Door Advertising offers are gift cards, sweepstakes, and tear-off offers. These options, coupled with high visibility “calls-to-action” are savings-based approaches to marketing that are particularly suited to high value offers and well recognized brands.
Front Door Advertising offers an alternative medium that produces effective results, but costs half as much as the more conventional advertising mediums, including direct mail. Door hangers are a cost-effective advertising option that delivers a powerful offer that your prospects can hold and keep until they make their buying decision.
According to an advertising executive with Mediacom Cable, a basic ad campaign that runs a thirty second television commercial two to three times each day, in a random rotation would cost approximately $2,000.00 every month, and that price is available only with a one-year contract. If the advertiser opts for a month-to-month arrangement, the cost is at least 50% higher.
Furthermore, the ad would run between the hours of 6:00 am and 12:00 midnight on one network at a time, and the business has the option of switching between networks after each week of airing, to reach a broader audience. The problem with this approach is that there is no guarantee when the commercial would be seen and whether the target audience would be reached.
According to an advertising executive with a local radio station, radio spots operate much the same way, providing the same type of coverage. A basic ad campaign that runs a thirty second ad three to four times each day, also in random rotation, would cost approximately $2,000.00 to $3,000.00 per month, and that price would only be guaranteed by a one-year contract, with the same cost penalty for a month-to-month arrangement.
The ad would also run between the hours of 6:00 am and 12:00 midnight on one radio station at a time, and the business has the option of switching between stations, after each week of airing, to reach a broader audience. And as with Cable advertising, the problem with this approach is that there is no guarantee when the commercial would be heard and whether the target audience would be reached.
Imagine the power of a door hanger ad that not only costs at least 50% less, but also shows your prospective customers your high-value offer, in a message that will drive them into your store week after week. After all, repeat sales is the goal and research studies have shown that it is far cheaper to sell to current customers than it is to develop new customer relationships.
In fact, a Pew Group research study showed that for every dollar a business spends to win a new customer, it costs about 33 cents to sell to a current customer. It’s easy to see which client base provides the greater ROI.
In order to maximize your ROI, your goal as an advertiser is to put the core of your budget into what counts most – repeat sales and developing new customers. All of this can be achieved through inexpensive beta testing and sampling that can be done in an inexpensive and effective way, allowing you to roll out an already tested, winning campaign.
In part two of this article, we’ll explore the extensive quality control systems that we have in place to insure that your advertising door hangers are delivered directly to your target market’s door. We’ll also look at the exclusive options that we offer to insure pinpoint targeting for your message.
Call us today at 1-888-754-4111 for a FREE strategy session to see how we at Front Door Advertising can help your business create a winning campaign.