We discuss how Door knob advertising can be applied within the framework of guerrilla marketing.
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Many smaller enterprises are forced to find innovative ways of effective advertising with limited marketing budgets. They attempted to compensate for their size-related disadvantages by trying to stand out with unconventional tactics.
In classical advertising, the number of recipients often determines the price of a campaign to a large degree (e.g., cost-per-thousand for advertisements in TV, radio or print media). Guerrilla marketing provides ways of increasing the number of individuals exposed to advertising without increasing the cost of a campaign.
One effective guerrilla instrument is In-the-Hand advertising. This concept relies on placing ads on consumables that the target audience can’t ignore as they have to take them in their hands. Such consumables can be: X, Y, Z
Doorknob advertising: How does it Work?
The logo and message of the advertiser are printed on door hangers and placed on doorknob of target households. Technology solutions are used to target demographic profiles such as income, age, ethnicity, marital status so that we hit your exact target market. In addition, the segmentation method enables to evaluate annual spend criteria so that you have a better insight into the spending behavior of the target audience. The consumers will be positively surprised if you doorknob advertising tactics bring them value as coupons or discounts.
Doorknob advertising impact
Usually, when you check your mailbox, it is full of junk ads and it gets easily ignored and sent to garbage. Research studies demonstrate that most customers that ignore direct mails is because they receive too many of them every day (Burstein, Marketing Sherpa Study, 2017). Different from direct mail, Doorknob advertising is unique. Think about it: over the past week, how many email ads did you receive v.s. Door Hangers?
Door hanger advertisement is more effective because the customers are not used to receive it every day – it is unexpected since the advertisement will not be ignored – the audience must touch it since they must be physically removed. The unconventional nature of this type of advertisement can surprise people and make them assimilate your message
Doorknob advertising costs
For the purpose of comparison, let’s take comparable tactics like direct mail marketing. One of the major drawbacks associated with direct mail marketing is the overall cost. Average direct mail costs $0.50-2,00 per unit and the majority of direct mail goes immediately to the garbage! Households are used to see every single day of new junk ads mail. This does not happen with Doorknob ads – how often do you see such ads? For the same cost, the advertiser can deliver Doorknob advertising deliver to targeted addresses generating larger impact.