Before starting any marketing campaign, you know there’s a few steps to consider to ensure an effective test.
You consider the channel of marketing, in this case we’ll discuss door hanger and flyer distribution.
Next you’ll use your customer profile data to determine where and how to reach them.
Where does your customer live? That’s the where, location element.
How can you effectively reach them? That’s the how, the channel method we choose.
After that, you’ll consider the ROI (return on investment). For every $1 we spend, how much can we expect to see returned?
Take your customers Life Time Value (LTV); the total amount your customer will spend with you over the entire course of their cycle with your business. (Don’t forget to include Brand Awareness value to your LTV)
Then take the quote provided by RunAmplify for their distribution and print and match your estimated conversion rate and revenue against the cost to learn about your ROI
Whatever this figure is, you’ll want to use this data to determine if you marketing channel makes sense for your business. In summary:
How to run a successful door hanger or flyer distribution campaign:
- Build a customer profile
- Determine where you customer lives
- Calculate your customers lifetime value and confirm a ROI that you can be happy with
- Optimize your door hanger or flyer design (here’s our blog on how to do this).
- Set up a tracking method to count the response rate for your print ads
- GPS tracking to ensure proper distribution
- Work with a reputable all-in-one agency such as RunAmplify to help with your design, print and distribution.
Build a customer profile
If you need to build out your customer profile data here’s a template you can follow, click here.
You’ll want to use your past customer data to complete the template.
Determine where you customer lives
Once you have this data, you’ll want to do some research on demographics by zip code with wolframalpha.com. Type in the search query your zip code of interests, for example “12345 zip code.”
Wolframalpha will then pull demographics on that zip code directly from the census and show you a map, household counts and other useful data to help connect with your customer profile.
Calculate your LTV and ROI
[Return on investment = Customer Lifetime Value – Cost]
Optimize your door hanger design
Follow these 8 steps to optimize your door hanger for the highest response rate possible.
Set up tracking for your campaign
No campaign is worth running without the proper tracking infrastructure in place to learn and adjust your results.
Whether you’ve instructed your staff to count the total number of flyers redeemed, or the number of calls came in or the number of clicks your website generated is important.
You’ll want to segment your tracking specifically to your door hanger and flyer campaign efforts.
Here’s how you can set up URL tracking if you don’t use a tool Google Analytics.
GPS tracking
You have the url clicks, but what about map data?
You’ll want to be sure your distribution campaign is carried out with GPS tracking to help you visualize the distribution in birds eye.
Not only will this provide a level of proof to your campaign efforts, but it can help you determine whether you should repeat the same route or rethink your strategy,
A proper distribution company
Whether you choose to run the campaign yourself or hire an agency, like us at RunAmplify, to help you with this, you’ll want to make sure you follow the steps above to have all your check marks complete.
Running a door hanger or flyer campaign still is one of the most effective and easy way to market.
As you know, the digital age is filled with endless ads which leads the human brain to automatically shut off reviewing an online ad when they aren’t looking for it.
A door hanger campaign is unique in that a homeowner can’t miss your ad; they are easily intrigued by what a company has to offer.
You’re door ad will not only be seen by the person collecting it, but often times, by the entire household.
If you need help with anything written above, including calculating LTV, distribution or print email us at hello@runamplify.com.
