Door hook marketing involves distributing flyers on doorknobs in neighborhoods to advertise businesses or special offers. It has advantages such as avoiding junk mail, but also drawbacks such as potential damage and negative public perception. Careful consideration is needed before undertaking a campaign.
Door hook marketing is the process of creating special flyers that hang from doorknobs and distributing those flyers in neighborhoods. Hangers, as these flyers are known, often advertise new businesses in the area, special offers offered by a local business, or simply contact information for a business. A hanger marketing campaign has distinct advantages and disadvantages and undertaking such a campaign should be carefully considered both in terms of effectiveness and implementation; It’s important to remember that it can cost a business money to hire someone to distribute the flyers, which could somewhat negate the potential benefits.
A significant benefit of a hanger marketing campaign is the ability to keep door hangers out of junk mail and in front of the consumer. Many people who receive ads in the mail immediately throw them away without considering them at all; Door hanger marketing flyers are more likely to grab a homeowner’s attention, and he or she is likely to at least read the ad. It is often recommended for an advertiser to do more than one hanger marketing campaign to ensure that the customer sees the business name more than once, although over-saturation with their own ads can become a nuisance for homeowners.
One of the biggest drawbacks to the hanger marketing campaign is the likelihood that the door hangers could blow off in the wind or be damaged by exposure to the elements before the flyer is seen by a resident. Entrepreneurs often try to avoid this problem by printing flyers on high-quality paper or card stock and purchasing specially designed hangers that are supposed to stay on the doorknob, even in strong winds. This will avoid rejections – another side effect that can negatively reflect on the business – and prevent wasteful excess spending, as any flyer that doesn’t reach a customer is lost money.
Another disadvantage of hanger marketing campaign is public perception. Many people will enjoy receiving offers of free or discounted products, while others may find a door hanger a tacky nuisance. If the customer reacts as such, they are likely to associate that particular business with negative feelings, reducing the likelihood that the customer will visit the advertiser’s business. The business should be sure to offer valuable services, discounts, or free promotional items to make sure the homeowner doesn’t start thinking of the business in a negative light.
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