Pizza companies have the right idea when it comes to advertising: Advertise right before dinner, and take advantage of the general desire to make things easier when it comes to dinner. And they do this by taking advantage of doorhangers.
The basic idea of doorhangers is to have a form of mail that isn't delivered at the same time as other mail, and is less likely than junk mail to be tossed. By combining it with coupons, they have created something that ends up decorating every refrigerator hoping to be used sometime. Because they are hung on the door instead of delivered through the mail, they are less likely to be tossed and thus succeed on all accounts.
They also spread brand awareness. By remaining on the refrigerator, they remind everyone of the company that they represent, even if it just at the edge of awareness. By being coupons, they create a temptation to be used, especially considering everyone loves the product that they represent. In short, they are the perfect advertisement: Passively spreading brand awareness and people actually like seeing them show up.
It's hardly a wonder then that doorhangers are used for a wide variety of products; even political campaigns have used them. They can be very effective for mere advertising!
No comments:
Post a Comment