8 Reasons Front Door Media Turns Brand Awareness to Action

Upgrades have long been a favorite feature of modern games. Turbo boosts. Invincibility. Higher jumping. Super strength. Is there a real-life upgrade you can use to supercharge your traditional media marketing?

The answer is yes, but to realize the benefits of this marketing upgrade, you first have to escape from the routines of predictability.

“This is how we always do it.”

When people at your company are saying things like that, you know you’re in a rut and are probably missing out on greater opportunities for marketing success and business growth.

If you want to supercharge your traditional marketing strategy and break out of predictable patterns, the upgrade you’re looking for is front door media.

The two branches of front door media

Front door marketing has two primary categories, and both come with their own unique set of advantages.

Door hanger distribution

Door hangers come in a variety of shapes and sizes. You can get the cheap versions that are basically like flyers, which blow away in a strong breeze and end up all over parking lots and neighborhoods.

Or, you can get the Power Direct version, sturdy, large door hangers that are more like mini-billboards on the front porch. You can also create custom shapes that accentuate the idea in a specific campaign. Here are a fewcreative examples of door hangers — like a toilet-shaped door hanger.

And while door hangers are the most common media we distribute, we’ve been known to deliver everything from product samples and home energy kits to flowers and yard signs.

Brand ambassadors

Brand ambassador marketing encompasses methods like door-to-door pre-sales, in-person data collection and lead generation, passing out samples, engaging consumers on the street or at events, and other forms of experiential marketing such as product demonstrations.

Front door media capabilities

Let’s look at some of the things front door media strategies can do to move more consumers from awareness of your products to taking revenue-generating actions.

Get more impressions

While most traditional media channels rely on consumers to choose to look at your ads, front door media can almost be treated as automatic impressions. Pretty much every single person who receives a Power Direct door hanger will look at it.

Brand ambassadors work the same way. That means every person they speak with engages with your brand at some level, which would be the equivalent of an impression.

More impressions means more chances for conversions, and thus more revenue.

Capture attention free from distractions

Most traditional media channels have to battle against all the distractions that lure consumers away from engaging with their ads. That means, while an effective traditional media marketing campaign will generate brand awareness, it’s another leap to turn that into action.

Front door media turns awareness into action, because consumers engage with it free from distractions. More people will see, consider, and respond to door hangers and brand ambassadors, simply because all their attention is fixated on them for a longer period of time.

Door hangers get discovered on the front porch, with nothing else there trying to distract the recipient. No other ads, no mail, no videos, sounds, or channels to turn to. It’s arguably the only distraction-free place left in our digital and smartphone-based society.

Likewise, brand ambassadors engage one-on-one with each potential customer. In that interaction, the brand ambassador has their full attention and a much stronger ability to motivate action and win a rewarding response.

Unique multichannel approach

Lots of attention has been properly given to the benefits of using a multichannel marketing strategy. You reach more people in more places with more repetition and more effectiveness. And you can do it for only marginally more cost because you can repurpose much of the content.

But multichannel marketing that only uses traditional or digital media is missing the most unique channel of all.

Using Facebook, X, Pinterest, and Instagram for marketing is a multichannel approach, but it’s all the same type of media — social media. And all social media marketing offers basically the same benefits and same limitations.

True multichannel marketing leverages completely different channels to fully engage potential customers and maximize response.

Imagine a prospect hearing a radio ad on the way home, seeing a billboard, getting a piece of direct mail when they get home, seeing a display ad on a website they visit that night, and logging into a social media channel and seeing another ad there — all for the same brand campaign.

Pretty good stuff.

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But the effectiveness of using just a few of those channels plus front door media will have a far greater impact on consumers. The reason is because of all the other advantages of front door media discussed in this article.

It just works better.

So when you use it in conjunction with a few other strategically chosen media channels, your marketing will be more efficient and will generate a greater response rate.

Instant engagement and response

One of the problems with many traditional media channels is that when consumers see the ads, they’re already busy doing something else. They’re driving somewhere, watching something, trying to solve a problem, learning something, completing a task, or communicating something.

In other words, they’re not setting out to see ads or pursue product deals.

But on the front porch, most people aren’t in the middle of another task. They’ve just come home, or just stepped out to get the mail and are pleasantly surprised to find a door hanger waiting for them. This is a moment of pause, when they’re open to seeing the news and information of the day as it pertains to them.

So if your front door ad connects with them, they are more likely to be able to respond immediately.

More personal

Door hangers are more personal than most other forms of advertising media, in part because they are on the front porch. This is where you receive packages, which are almost always personal. So the place itself, where you find the door hanger, is one with positive personal vibes.

Beyond that, you can target door hanger distribution campaigns to particular demographics, zip codes, neighborhoods, household types, and many other categories. That makes the door hanger even more personal.

Brand ambassadors are even more personal simply because of the relational aspect of communicating face to face. The prospect actually meets the brand representative. When you’ve met someone and had a positive customer experience, you’re more likely to do business with that company.

Longevity

Many traditional media channels have shelf lives of mere seconds. Sometimes fractions of a second. If you blink, scroll too fast, change the channel — it’s gone. That’s why most media channels rely on frequent repetition.

Front door media is different. You can sometimes just send out a single campaign and get a strong enough response to be profitable. Using the multichannel approach, this is an even greater likelihood.

Why?

Because front door media sticks around. Like some direct mail, people keep the door hanger if they think they might respond to it. If it’s a brand ambassador, they’ll keep whatever printed materials the brand rep left behind. And, they’ll remember the interaction for far longer than you do with nearly any type of traditional media ad.

Longevity stretches your potential response window.

Full array of marketing tactics

Both door hangers and experiential marketing can employ all the most effective marketing tactics you can use to motivate a response, including:

Specific calls to action
Personalized language
Coupon codes
QR codes
Incentives
Bonuses
Guarantees
Free samples
Limited or one-time-only offers
Surveys and polls
Customer feedback

Basically any marketing tactic you want to use can be implemented using front door media.

Advanced audience targeting

You can engage your target audience using a variety of media, and it can work well for quite a few marketing channels, especially digital media. But with most traditional media channels such as radio and TV, targeting effectiveness is limited since you never really know who is listening or watching.

But with front door media, you can leverage nearly all the latest audience targeting techniques and strategies. With Power Direct, you can access over 400 different demographic and psychographic categories. Even better, our in-house data scientists use proprietary methods to create custom audiences from a blend of the world’s most elite data sources. It’s far better than anything marketers can buy on their own, and the resulting targeting data is given to our clients as part of every engagement.

With this advanced help, you can target your most optimized potential customers who are most likely to be ready to buy or respond to whatever call to action you’re using.

Motivate action — use Power Direct for front door media

Brand awareness isn’t enough. Product awareness isn’t enough. Just seeing your ads in traditional media channels isn’t enough.

You want action. Action leads to revenue. Front door media is the best-kept secret marketing channel, and most companies don’t even know about it. That’s good for your company, because it means your door hangers may be the only ones many consumers in your target audience ever see.

Use front door media to turn brand awareness into profitable action.

Get a free project estimate and custom Ad Targeting Report — yours to keep no matter what.