Door hangers distribution: learn more about this concept.
The consequences of COVID-19 for the advertising industry
As the economic impact of COVID-19 continues to unfold, brands and agencies need to re-image their advertising methods. The out-of-home (OOH) advertising players will need to rethink their strategies before the damage deteriorates to them bleeding clients too. Traditional billboards will not be effective anymore as the consumers will be taking a more careful approach and spend more time in their homes. So fewer people will be outside and less impressions will be generated by outdoors advertising. Traditional OOH will be replaced by in-home advertising.
According to a survey conducted by the Interactive Advertising Bureau (IAB) it is believed that traditional out-of-home advertising is expected to suffer (Forbes) an estimated ad spend decline of 51% for March and April and a decline of 41% for May and June.
Adzze has been re-thinking the advertising tactics adapting to a more sensitive message. The team has working on extending its capabilities to offer advertising concepts that can reach the consumers at their safest place: at home. One of these methods uses pizza boxes as advertising space. Think of this as small moving billboard that gets delivered at the consumer’s home. Studies demonstrated that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on the pizza box) with an average ROI of 150%. This means, for every 1 dollar the advertiser invested in a pizza box advertising campaign, they received at least additional 2.5 dollars of sales. For more details, see the article Estimating the ROI of Pizza Box Marketing.
In July 2019, Statista surveyed on brand awareness in the US, and the results were far from surprising. Notably, 100% of the respondents confirmed that they “pay particular attention to brands” when shopping. Why is this not surprising? Because brand awareness matters when it comes to attracting the right customer. As such, many companies carry out ad campaigns, including door hangers distribution, to increase brand awareness.
Why is brand awareness crucial?
Brand awareness, interestingly, does not only represent the popularity of a brand among the consumers. On the contrary, brand awareness is the extent to which the consumer base identifies with the business. The more customers are aware of your brand, the more they are likely to pick your services and products over competitors.
Nevertheless, making the customers aware of your brand is not an easy task. It involves a lot of money poured into advertising campaigns and promotions. According to estimates by Dentsu Aegis Network, the global ad spends should surpass the half-a-trillion dollar mark by the end of 2019. Also, eMarketer detailed that the amount of advertising money spent on digital platforms should exceed the traditional platforms by yearend 2019 in the US. Interestingly, eMarketer noted that digital ad spend will expand by 19% to hit $129.34 billion, representing 54.2% of the US total ad spend.
The shift in ad spend in the US speaks to the new reality, which is that digital platforms offer more brand awareness compared to traditional avenues. Interestingly, advertisers are continuously in search of platforms that produce more brand awareness with less effort and fewer expenses. Due to this desire, more straightforward ad campaigns like door hangers distribution will continue to gain popularity.
Stay-at-Home Ads will replace outdoor advertising
The after-effect of this development will be an unavoidable reduction in patronage for the billboard advertising companies. Billboard companies will eventually have to sit it out with the hope that they can still reclaim their market share in the end. However, smaller businesses and other brands that depended on their strategic displays to market their brands may not be so patient. Just as major clients like hoteliers, airlines, and cinemas are on pause mode, smaller brands are quickly pulling away and leveraging alternative media and in-home advertising to preach their brands.
Billboard companies may not only be counting their losses in billions of dollars, many of their customers might have moved on to embrace other more pocket-friendly advertising alternatives. These alternatives are indoor-directed, and have proven to be equally effective, perhaps even more effective than the conventional outdoor methods. Aside from the fact that they are more expensive, it is difficult to track engagement for out-of-home ads. In fact, small businesses face more challenges trying to get a marketing space in the highly competitive ad industry.
Door hangers distribution vs. out-of-home advertising
Out-of-home (OOH) advertising techniques like billboards are part of the traditional ad platforms. The popularity of the methods is falling mainly because of low conversion rates and high costs. For example, the cost of one billboard ad in Washington DC is between $14,500 and $45,000 for four weeks. More painfully, most ad agencies demand that businesses buy at least 50 ads, which pushes the costs higher.
In contrast, door hangers distribution is ridiculously cheap. The cost of producing 100 single-sided door hangers with full color ranges from $59.99 and above. Interestingly, the cost of one billboard ad for four months in Washington, DC, can produce 75,000 door hangers. If you were to distribute these, you are guaranteed to reach at least 75,000 customers. Also, this ad technique is unconventional, which pushes up conversion rates to levels billboard ads can only dream of.
Door Hanger distribution
