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Door Hanger Ad Pricing

by stratoG
7 replies
Hello all,

I have been looking at putting together a co-op door hanger and wanted to get y'all opinion on ad pricing.

Info
City 300k population with several decent sized suburbs.

Hanger size
6.25" x 27"

10k hangers Distribution

16 3"x3" $395 a piece (8 each side)
8 3"x6" $595 a piece (4 each side)

Thoughts?
#door #hanger #pricing
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  • Profile picture of the author GordonJ
    Originally Posted by stratoG View Post

    Hello all,

    I have been looking at putting together a co-op door hanger and wanted to get y'all opinion on ad pricing.

    Info
    City 300k population with several decent sized suburbs.

    Hanger size
    6.25" x 27"

    10k hangers Distribution

    16 3"x3" $395 a piece (8 each side)
    8 3"x6" $595 a piece (4 each side)

    Thoughts?
    AT 10k distribution, it would be .0395 ea. Or .0595.

    Before you commit, find your first "test" location. And then search for the businesses in that area, and call on a few of them with a mock up and find out if they will pay your price.

    Have you sold co-op ads before? Have you identified your prospects? Have you nailed down your printing and design costs? Do you have the delivery people in place?

    My thoughts on this are...we need some more information before we can render an informed decision.
    Fair enough?

    GordonJ
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    • Profile picture of the author stratoG
      Hey Gordon,

      Thanks for the response.

      Breakdown
      Print est $3000 14pt Glossy
      Delivery est $2000
      Design est $800
      Total est $5800

      If all ads sold gross $11k
      Profit around $5k

      Targeting homes median households of $50k and up.

      I have never sold a co-op or advertising for that matter. I do however work in sales and cover a whole state I reside in and work with hundreds of restaurants and bars. I am looking to start this as a side gig with a goal of 1 hanger every 2 months with hopes of eventual leaving my current roll.

      My next steps are to have a mock up created and talk to a few local businesses about their thoughts.

      Just looking for suggestions and thoughts from those who have done this or currently do.

      Thanks,
      C.
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      • Profile picture of the author GordonJ
        Originally Posted by stratoG View Post

        Hey Gordon,

        Thanks for the response.

        Breakdown
        Print est $3000 14pt Glossy
        Delivery est $2000
        Design est $800
        Total est $5800

        If all ads sold gross $11k
        Profit around $5k

        Targeting homes median households of $50k and up.

        I have never sold a co-op or advertising for that matter. I do however work in sales and cover a whole state I reside in and work with hundreds of restaurants and bars. I am looking to start this as a side gig with a goal of 1 hanger every 2 months with hopes of eventual leaving my current roll.

        My next steps are to have a mock up created and talk to a few local businesses about their thoughts.

        Just looking for suggestions and thoughts from those who have done this or currently do.

        Thanks,
        C.
        Good. Now we have a clearer understanding and I'm going to make a couple of suggestions but with the caveat that you need to find things out for yourself.

        First suggestion, a higher price for a couple of premium ads or FEATURED ads, say at the top of the flyer, for around 10 cents per house. Or around 995 per ad for two to four of these PREMIUM/featured ads...the reason being, you'll find making a 995 sale just as easy as a 395 when you talk to those who are already spending money.

        Second suggestion. TIME DEADLINES. You're going to find you are doing some running around if not careful with this...give your prospects an estimated date of delivery and a time frame for confirming and paying for the ad (many of us get the check at time of proof approval, you set it up however you want).

        Be aware of coupons, when you use both sides, it means there will be competing coupons on the back of one...make sure your mock up shows how it will look.

        If you offer exclusivity, say only one pizza shop, USE that to secure the best advertiser, which will probably be the person ALREADY advertising quite a bit, so know what is going out in an area...is there a weekly mailer, a weekly newspaper with inserts, when do the super market ads come out and how?

        With your background, I think you stand a good chance of doing this right, right off the bat. Sounds like you have a good plan, but I encourage you to spend a morning in one area and test your prices and pitch to get some feedback. It could be very good for you, especially if you have a way to monitor the delivery.

        Short of doing it yourself, you have to have confirmations from several areas within the delivery area that the door hangers were distributed.

        It is a sound idea, an OK business plan...after a few decades of doing co-op ads, I've gotten to the point of FAST vs Grind. Or fewest number of ads, best vehicle (cheapest production cost) which get the cash into my pocket with the least amount of slop and mess.

        Good luck, you'll do great, IF, you take the time to get all your ducks in a row before you start pulling the trigger.

        GordonJ
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        This weekend only.
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        • Profile picture of the author stratoG
          I really appreciate your insight! Thanks!
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  • Profile picture of the author pheonix44
    I'm just curious to know whether or not this method of advertising work. I remember doing postcard advertising a long time ago and it was cheap and fairly effective. I don't know about door hanger ads though.
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    • Profile picture of the author GordonJ
      Originally Posted by pheonix44 View Post

      I'm just curious to know whether or not this method of advertising work. I remember doing postcard advertising a long time ago and it was cheap and fairly effective. I don't know about door hanger ads though.
      The method just needs to match the intent of the business, and the result they want. THEN, they can choose the most effective method to match their budgets and get the most bang from their advertising dollars.

      Radio ads, still work. As do TV, newspaper ads too, still bring in customers. Flyers, postcards, door hangers, any direct to the consumer messaging METHOD still works, IF, it is used properly by people who know what they are doing.

      Catalogs are still being mailed. Envelopes with letters. Door hangers work best for those businesses who have a decent offer to the people whose doors they are hung on. Houses do well with home improvement, yard, tree work. Apts. might do better with local coupon offers.

      In the hands of a professional, all advertising METHODS can be effective.

      GordonJ
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  • Profile picture of the author Steve The Copywriter
    Yes, I totally agree from Flyers to Door Hangers - Fridge Magnets to Postcards.

    Done properly they can all do astonishingly well.

    Even the right message to the right person hastily scribbled with a borrowed pen on a crumbled napkin can move mountains.


    Anyway, the thing I've never really liked is trying to organise Co-op ads.

    I know the benefits.

    But given the choice in finding say 3 different advertisers - I would rather spend 3 - 5 times the effort seeking out ONE advertiser.


    Apart from saving all the hassle - haggling on costs, ad sizing, several designs, paperwork and invoicing with the possibility of chasing non payers. Plus the grief from the first 2 advertisers waiting impatiently for the last space to be sold - "Come on, come on where is our Door Hanger, Flyer, Postcard, Napkin whatever - we want it now!"

    As well as ensuring there are no "competing" ads (" no, no. no - not so and so, we were just thinking about expanding into that type of business" ) or any surprise "politics" between advertisers ( "don't ask them to advertise in the same place as our Ad - cos they wouldn't let us join the golf club").


    Also I've noticed on multi ad "platforms" so much time is spent selling the space and not always enough time producing response soaring copy. A quick "here we are and here's a discount" isn't enough to really boost the sales as high as they could go.

    All that fuss aside...

    I think most will agree - solus ads always work better. And are far more prestigious for the client "Your very own unique advertising medium - so it is!"

    And usually it's a touch easier - to really concentrate - and get...

    One majorly ecstatic advertiser because they have all the space and attention - rather than aiming for 3 crammed together delighted ones.

    There's much more room for the targeted prospects to breath in one set of ace copy and deliriously good design to get vastly superior results.


    Steve
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