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There’s more marketing than ever before… and more scrutiny around how it performs.
Somehow, digital measurement capabilities that were supposed to be the savior have led to both more waste and more data around every individual ad variation.
Media budgets are spread across search, streaming, social, email, out of home, direct media, and more. Long gone are the days where the majority of your audience could be reached with a single, well-placed ad on a primetime show.
We have information on clicks, impressions, views, all kinds of different engagement, and the list goes on and on. Yet there’s distrust of Nielsen, bots inflating clicks and impressions, and social platforms fudging numbers.
There are key points in the marketing journey where you need absolute confidence that your message reached the intended audience. You want it in the hands of your best prospects — not stuck beneath one of the many other direct mail cards being tossed in the recycling.
Let’s talk about how to do it.
Accountability in a multichannel world
In a diversified media strategy, accountability is critical.
If you can’t confidently verify that a defined audience received your message, it becomes more difficult to evaluate creative, optimize performance, and justify budget allocation — especially when reporting to leadership teams.
Every campaign has moving parts:
- Creative execution
- Targeting strategy
- Channel selection
- Timing and sequencing
- Calls to action
But underlying all of it is a simple requirement: the intended audience must actually receive the message.
Why many campaigns fall short
Your company probably uses a variety of mediums to reach out to potential customers. When a direct marketing campaign falls short, do you know why?
Usually it can be traced back to one of these four primary reasons:
Poor targeting
The right message to the right audience at the right time — that’s marketing 101. Like most truisms, it’s easy to say. However, a lot of companies struggle to actually do it.
Great targeting takes time. It takes an entire team of media planners. Yet, while a well-placed billboard might reach a lot of your target audience, it also reaches troves of people who are not.
You’re used to putting up with a fair amount of this waste as part of the cost of doing business. But what if you didn’t have to? More on that in a minute.
Low or misleading impressions
There’s more data than ever. On most mediums you’ll see figures for your impressions or views.
The problem is that so many of the figures you’re told simply aren’t accurate. This is even a problem for digital — email open rates are inflated by false positives. Views come from bots. Social media reach is often fake.
Misleading and inflated impression data combined with ineffective targeting translates to a whole lot of wasted marketing dollars.
Questionable response data
A third reason some campaigns fall short is that response data is questionable — especially online. Clicks don’t always mean what we think they mean. Was this a bot? A scammer? A person clicking by mistake? How many clicks represent legitimate interest and curiosity in your offer?
There’s no way to know for sure.
Poor deliverability
Lastly, many ads just don’t get delivered to enough people. Emails don’t always go through to the inbox.Direct mailers are tossed in recycling. Passengers’ eyes focus on phones instead of billboards.
What’s worse? There’s little you can do to control the distractions that accompany most OOH ads or the technology that allows your audience to skip or block your messages on tech.
Summing up the problem
You can have great ad copy, awesome visuals and graphic design, clear and compelling CTAs, and an irresistible offer, but if hardly anyone in your target audience sees your ad and you can’t be sure how many even did, all that award-winning marketing and the time and money spent to create it gets lost.
Impressions should equal response
In a well-structured campaign, performance is driven by both message effectiveness and verified reach within the target audience.
When response rates are consistent within a defined segment, expanding confirmed reach within that same audience should increase total response rate proportionally. The variable is not theoretical impressions — it’s verified exposure to the right households.
What does a campaign cost?
Get a custom-built sample campaign with real targeting data, ad creative, cost estimates, and distribution plans.
Use the Project Estimator
What if you could verify ad delivery to an entire audience?
Suppose you want to reach 500,000 households. What if you could create a campaign that would guarantee nearly 100% impressions — that means all 500,000 households see your ad?
Do you see how important this question is?
If you run an ad campaign and manage to reach 20,000 of these households, and get a really impressive 20% response rate, that’s still just 4,000 responses.
But if you could run the same campaign and reach, say, 450,000 of them and get just a 5% response rate, you’d have 22,500 responses.
Door hanger distribution (done correctly) guarantees impressions
There is a way to guarantee impressions. There’s a way to create highly-accountable, address-level impressions that complement digital and mass media strategies for record-breaking response rates. It’s media delivered directly to the front door. It could be anything — a sample kit, flowers, balloons, American flags attached to your company’s hero card — but usually it’s a giant, bright, sturdy door hanger.
For even greater impact, you can use brand ambassadors — trained door-to-door representatives who engage with households on behalf of your company.
Either of these methods guarantee impressions at far higher rates than pretty much any other form of media.
Why does front door marketing work?
Exceptional targeting
Power Direct can create target audience packages based on thousands of different demographic attributes. When combined with your existing customer data, we can design campaigns down to specific streets or even addresses.
This isn’t like direct mail. It’s not about hanging door hangers on every door across a zip code.
This is more digital marketing targeting, but in the real world. You reach a hyper-specific audience that aligns with the goals and methods of each campaign.
You can even create customized door hangers or brand ambassador campaigns for multiple target audiences at once.
As a simple example, maybe one campaign is built for people who live alone, and another for families. Or maybe you design one for people above a certain age, and another for people below it. You can do this within income levels, number of garage doors, number of bedrooms, houses with pools, educational attainment, language spoken in the home, and so many other factors.
Verified delivery
Unlike most other media channels, with Power Direct you can verify delivery of all your door hanger marketing to each address in the target package. All of them. This is how we achieve nearly 100% impressions.
Door hangers are not like any other marketing channel — including direct mail. It occupies a unique, uncluttered placement — the front door — where it becomes the primary physical touchpoint.
Just about every household that receives one will pick it up and look at it. Now that’s an impression.
And we verify every delivery using our proprietary PowerTrakker software, human auditors, and live, real-time remote tracking from our California-based headquarters. We can ensure that every piece has been delivered to the correct address.
Real-time tracking
You can also monitor delivery in real-time yourself. Our client portal displays delivery information down to tracking the locations covered on a detailed map. Watch the dots multiply on screen as it’s happening, assuring you that every targeted household is receiving the campaign materials.
Get guaranteed impressions with every campaign
Front door marketing isn’t going to replace all of your media, but it’s an ideal way to ensure your marketing is seen and noticed. It’s great for direct response. It can be targeted down to the street or even the exact address of prospects. It can be tracked. It can be audited and proven.
If you want virtually guaranteed impressions, nothing else comes close to what Power Direct achieves.
And whether you want to run a door hanger or other media distribution or send brand ambassadors to meet and engage with communities face-to-face, we can draw on our decades of experience to design a campaign that’s highly effective and totally transparent.
Evaluating ways to improve accountability and performance across your media mix?
