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Door To Door Marketing - Bucking The Trend In The Digital Age
There are many arguments against why many of the traditional marketing methods work today; indeed many advertising and marketing executives will argue that unless the campaign is all over whichever social networking site is in fashion at the moment, with banner adverts on popular websites and expensive commercials on the multitude of digital television channels, they just might as well not exist.
These arguments have some weight behind them: people are spending more time at home recently due to the economic climate and consequently are watching more TV and spending increasing amounts of time on the internet, meaning that fewer people are actually going out to see the billboards or the adverts on the night buses, but the reasons that these currently favoured advertising methods can be successful are also the reasons that several traditional models such as door to door marketing work, without the possible drawbacks and pitfalls which many proponents of the new-school methods don't think about.
Door to door marketing methods such as leaflet delivery are successful for many of the same reasons that the digital techniques would be, but with the advantages of reduced cost and being far harder to ignore. One thing that many people don't think about when embarking on their exciting and costly digital-age marketing plan is that a lot of people simply do not see these adverts - the commercial break on television has long been the domain of channel surfing, toilet breaks and tea making and increasing amounts of internet users are installing advert blocking software - in fact some browsers will come with one pre-installed.
Put simply, this means that many of these expensive marketing methods - as exciting as they may be - simply are not being seen by much of their potential audience and this means that they are potentially missing much of their target market. Door to door marketing methods such as leafleting and flyers are much harder to ignore and avoid as their presence in the mailbox or on the doormat means that the recipient must at least look at them to pick them up. With the right design and concise, clearly presented information, a leaflet or flyer will catch the eye of the recipient and - if the product or service advertised meets their needs - they will be encouraged to either make a call, view the website or retain the leaflet for future reference.
Costing far less than a digital advertising operation and often more successful, a properly implemented door to door marketing campaign is an ideal avenue to take in the current economic climate. Though it makes sense to also apply some other marketing methods as well, it's far too soon to sound the death knell for the traditional advertising techniques such as leafleting.
About the Author Anna Stenning is a marketing executive with many years of experience implementing many different kinds of campaigns. Find out more about door to door marketing at http://www.mailboxnationwide.com/
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