7 Ways to Personalize Your Direct Marketing Using Front Door Media

Email can do it. Direct mail can do it. Social media can sort of do it. But how can front door media be used to personalize your direct marketing campaigns? 

You probably know something already about how powerful personalization can be. One study found that 80% of consumers are more likely to buy when they receive a personalized experience from the business.

That’s pretty good.

But personalization doesn’t do much if no one sees the message. That’s where door hanger marketing shines above all other media forms. With a high-quality advertisement placed on the consumer’s front door, your impression rate will be nearly 100%, because almost no one can fail to see what’s on their own front door. 

This is even more true with Power Direct’s brand of door hangers, which are far more than the flimsy fliers flapping in the wind that most people imagine when picturing door hangers.

So door hangers get seen by each prospect they’re sent to, probably more than any other form of advertisement. If you could also employ personalization on those door hangers, you would increase the effectiveness that much more. 

In a moment, we’ll share seven ways to personalize your direct marketing using door hanger distribution and marketing. But first, let’s get clear on our terms.

What is personalization in marketing?

Personalization can take many forms. The simplest version is the classic mail merge concept, where a general sales letter or email is written, and each recipient’s personal information is inserted at specific points in the letter. The greeting is the most obvious place to do this. But you can also insert addresses, contact information, company names, previous purchases, and much more, depending on the quality of your customer data. 

Today, marketers are coming to view personalization as much more than just inserting information into sales messages.

A better version of personalization is relevance, as this Forbes article expands on. Relevance means the marketing content speaks to the context in which the recipient lives, acts, thinks, and believes. 

So, while relevant content might not include the recipient’s name, it may speak much more personally to their lifestyle preferences, hopes and dreams, cultural background, employment background, educational background, and various other aspects of their life.

With this in mind, let’s look at the following…

Seven ways to personalize marketing using door hangers and front door media.

1. Use the copy

While it’s possible to personalize addresses and other information on door hangers, it’s not as easy as with direct mail. This is because the door hanger distribution process is itself more personalized in that you don’t just plaster whole cities and zip codes with fliers. 

Door hanger marketing, the Power Direct way, is much more targeted and intelligent. 

Yes, you can personalize contact information on door hangers, but there are several better ways to personalize copy to the recipient.

For example, if you are promoting something at a location near their home, you could mention a familiar landmark, the local high school, or some other reference that only certain people would relate to. 

You can also mention your local sales rep or store manager and give their actual contact information. That’s personalization because the recipient realizes this isn’t some national mass marketing campaign. They can call someone who works right down the street. 

Also, you can use copy to personalize for different cultures and languages. This could mean writing one side of the door hanger in English, and writing the other in a different language. It could mean making cultural references that most people in a particular neighborhood will recognize. 

doorhanger in Spanish, featuring a family

2. Personalize with images

Door hangers are all about getting people’s attention in a unique and unusual way. The door hanger itself achieves this because it greets the prospect in a place where they rarely see any advertising — their front door.

But it achieves it even more through creative and effective use of images.

If you know enough about the demographics of your prospects, you can select images that will connect with them on a personal level. This could be cultural. It could be based on lifestyle, values, and experiences.

If your prospects all have kids, include images with children. If you’re distributing door hangers to retirees, include photos of retired people. For singles just starting their careers, use a different type of imagery.

Relevant images will engage the recipients by visually communicating, “this is for me.” 

3. Use QR codes

QR codes enable you to tap into the personalization capabilities of the internet, with the door hanger functioning as the gateway. 

With a QR code, anyone who scans it can be taken to a website that’s personalized to people from their demographic, cultural, or lifestyle context. On that page, you can employ all sorts of direct marketing and lead generation strategies to get them to respond to your call to action. 

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4. Personalize by location

Suppose your company has five locations in a city, and you want to run a promotion using door hanger marketing. You can personalize this simply by displaying the closest location to each recipient, depending on where they live. 

The most effective door hangers that personalize by location will include an actual map as part of the door hanger, so the recipient can see streets they recognize and know exactly where to go.

If you’re running a grand opening, grand re-opening, or some other special event, this strategy is even more effective. Combine the map and the messaging with the name of the store manager, a landmark, and a local news or sports reference, and personalization is sky high.

5. Employ your customer data 

Power Direct ran a campaign for a warehouse grocer that was doing a grand opening. But the company realized that some of the households in the neighborhoods nearest to the new store were already members shopping at stores that would now be farther away.

So, Power Direct created two versions of a door hanger for the company, one to current members telling them about a new, much closer store, and another to non-members. 

The door hangers for current members focused on deals and perks and how they could take advantage of them much closer to home. The main goal here was customer retention — now you have one more reason to keep your membership.

The door hangers for non-members focused on acquisition, and offered motivations and perks for signing up. So, two very different calls to action in the same door hanger marketing campaign, personalized by customer data.

There are many other ways to use customer data than that. You can pick out customers in a given area who have a basic subscription plan, or a lower internet speed, and send door hangers motivating them to upgrade. 

You can find customers who have kids or no kids, who fit within certain income ranges, who qualify for government credits related to your industry, and others who fit a great variety of demographic and psychographic categories. 

Then, create campaigns personalized to specific groups, and send door hangers to these existing customers. 

This is a great example of relevance as personalization. Door hangers sent to women with kids in college can talk about the joys of empty nest living and all the freedom they can now experience and the opportunities they can pursue. The messaging seems personalized and relevant, even if there’s no actual personal data in the advertisement. 

It is relevant, and therefore it speaks to them in a much more engaging manner than mass marketing.

6. Predictive modeling

This is the customer acquisition version of personalization using your customer data. 

Here, you take a look at your customer data and look for what types of people shop at your store or buy particular products. Then, you take that data and look for copycat audiences who aren’t shopping at that store or buying that product, but who seem very likely to if they were told about it.

Then, you create a door hanger marketing campaign and send it out to that new audience.

This will be just as relevant as the previous strategy, but now you’re being relevant to new audiences, rather than existing customers. 

Predictive modeling capabilities are just another reason Power Direct is so different than what many people think of when they imagine door hangers. 

Pine-Sol doorhanger with a rub and smell feature

7. Interactive features

Door hangers can do things that nothing online can do, and one of those involves tactile features that engage the senses. 

You can include things like smell in the form of scratch and sniffs and free samples. You can engage other senses using scratch-off features — much like a lottery ticket — that reveal a prize that can only be claimed by coming into to your store. 

The more you get your prospect interacting with the marketing piece, the higher chance you have of making the sale. 

And while interactivity doesn’t necessarily connect on a personal level as we’ve defined personalization, the very act of engaging with your marketing makes it personal, in that moment. You can more easily get them to care about something they may not have cared about before.

Plan your next door hanger campaign

Personalized and relevant marketing begins with knowing your audience. We hear that all the time, but how do you do it?

When you receive a customized project recommendation from Power Direct, we also give you a free Ad Targeting Report that shows you the exact locations of your best customers. 

Even if you don’t work with us this time, you get to keep that report and use it however you want!

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