I see many direct sales consultants discussing the marketing technique of hanging catalogs on neighborhood doors. Do door hangers really work? Or is it just an added expense and expenditure of human resources to employ this tactic?

One rule of thumb to keep in mind when you are trying different marketing techniques is whether or not you acted on a similar campaign. For example, have you ever made a purchase off of any ad you saw on someone’s vehicle? (I have not)

Have you ever taken advantage of an offer that was hung on your door (I have not) or did it likely go straight into the trash or blow away in the wind or eventually get soggy with rain?

Do you often read and act upon fliers you find around town? (I have not)

Of course there are exceptions to every rule, but I would caution you to target your marketing to a particular segment (new moms, elderly, college kids, empty nesters, nail salons, doctors offices, etc.). Then relay your message to that market in a method they will respond to.

Blanket fliers and neighborhood blitzes don’t always work. It’s like spraying an arsenal of bullets, hoping to hit something.

Instead, try a small sampling – test to see if it is effective, if not – then try something else. Perhaps your time and financial resources could be better spent with some direct mailing of your company catalog. Then follow-up within a week to ensure the business owner received your catalog. Provide a special offer to entice a call to action.

If you keep doing what you’ve been doing, you’re going to keep getting what you’ve been getting.

About the Author: Laurie Ayers is a WAHM from Michigan and a Star Director with Scentsy Flameless Candles. She enjoys helping others start and maintain a candle business. You can find Laurie at http://www.Scentsy.com/LA or http://www.ThrivingCandleBusiness.com

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