Can you make a profit from your business by using doorhangers as advertisement? That is a question without a definite answer. It will depend upon your customer base, your business and the doorhanger itself. One thing is for certain, however: doorhangers as advertisement for a business works best when your business has a finite geographical base. In other words, if you are starting up a new business from your home that you hope will one day displace FaceBook, you should save your money. If you are starting up a mom & pop video store that specializes in the kinds of movies not offered by Redbox or the remaining superstores, then you may be in business.
Aside from a geographical customer base, doorhangers make an excellent advertising idea because they are cheap. You may not be able to afford commercial time during Seinfeld reruns and you may not be able to afford one of those new billboards, but even the smallest of business can afford to make a few hundred doorhangers to start out with. Inexpensive doorhangers mean you can avoid skimping on the high end. Go for color and graphic images because the cost won’t be substantially more. You can’t not choose card stock. Anything less will get blown away or make you look cheap.
It may go without saying, but it will be said anyway: you want to start your doorhanger advertisement from the center of the bullseye. That means that you get a map of your local area and draw a bullseye around it. Your first doorhanging experiment should take only the houses within a certain radius from your establishment. You may want to start with only those houses and businesses within a one mild circle of your own business. Or you may want to spread out five miles. The point is to keep your first doorhangers within that specific area.
The caveat. Exceptions to this doorhanger radius rule do exist. For instance, if your business it targeted to upscale middle class families and the best location you could get means you have to go through two miles of low-rent housing, then you should not waste your advertising budget on that inner circle. On the other hand, let’s say you are a new pizza delivery joint. You will probably want to target the college dorms that are three miles on the other side of the upscale neighborhood first. Get the point? Don’t be a slave to the radius. Know your target audience. Also, it is important to keep in mind that upper middle class families are more likely to toss a doorhanger advertisement than a lower class or college crowd.
You want to get the doorhanger noticed, of course, so try to come up with something to put on it that stands out from the crowd. A short attention-grabbing headline in big bold letters is a must. Pictures of your specialty pizzas are worth all the words you can think of. Try to personalize the headline and other text. Be direct by using words like “you” and “your kids” instead of “people,” “everybody,” “children.” The doorhanger is as close to a personal appeal as you can get. It is much more personal that a TV commercial or print. The very presence of a doorhanger ad says “I cared enough about you as a commercial to come to your house and tell you what I have to offer.” The more you can personalize the doorhanger, the better.