The Situation
The Situation
An ad agency reached out to us asking for help with bringing their door hanger results back up. They had originally utilized door hangers for their client, Verizon Fios, and at the start the campaigns helped reach their call volume goal and seemed to generate satisfactory results. Over the next few months, response rates began to decline and the agency couldn’t pinpoint what the root of the problem was. Could it be that the medium itself just wasn’t working any longer, or was the vendor they were using not completing the jobs as promised? Performance had dropped below Verizon’s cost per call goal and were ready to give up on door hangers entirely. The planning team decided to give door hangers one last chance to see if maybe it was the current vendor that was causing there to be a drop in response.
The Solution
The Solution
Varga knew that this was the ‘last straw’ for the client so it was extremely important to get it done right and bring in better results than they were currently getting. We started by looking at their current campaigns to see if there were any areas we could improve upon and immediately recognized two major components that had not been adequately handled by the previous vendor. The first red flag we noticed was that the targeting data was outdated and not effectively reaching their Hispanic target audience. If the door hangers were being distributed to households in areas not populated by their desired audience, it made sense as to why they weren’t receiving responses.
Using actionable demographics, Varga consumer behavior specialists identified areas that contained economically active, Hispanic consumers within each market for the door hanger campaign. Since our data is consistently updated, we were confident that the target households were as current and accurate as possible. Our second big fix was ensuring that material was being delivered accurately and only within areas where Verizon Fios was available to consumers. This may seem like common sense, but many companies don’t closely monitor their distribution and where their people are delivering door hangers. Advertising outside of targeted areas would not only result in a waste of resources but also a misrepresentation of the client and their offer.
As we do with every campaign, we use a combination of GPS tracking and extensive map auditing to monitor distribution during the entire process. Everyone on the ground has their own GPS units which appear in our tracking system, allowing our auditors to monitor your campaign from start to finish and correct any missteps outside of the targeted area.
As we do with every campaign, we use a combination of GPS tracking and extensive map auditing to monitor distribution during the entire process. Everyone on the ground has their own GPS units which appear in our tracking system, allowing our auditors to monitor your campaign from start to finish and correct any missteps outside of the targeted area.