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Door Hangers.
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RETAILERS HOOKED ON DIRECT MARKETING RESPONSE MAGAZINE, September, 2005 - Retailers are hooked on direct marketing …literally. An updated and upgraded take on the traditional door hanger has companies like PowerDirect and Cocom Inc. landing accounts with the largest and most notable retailers in the nation, including Best Buy, Kohl’s, Target, Toys R Us, CVS Pharmacy and Ford. The door hangers are 18 inches long and 5.5 inches wide, with branding and direct response messages printed on thick, durable paper in brilliant color. Some of them have perforated or cutout coupons at the bottom and others have scratch-off tickets. Kohl’s has a detachable gift card attached to its door hanger. PowerDirect was founded nearly three years ago by Bill Borneman and has grown into a $10 million company. PowerDirect plans to exceed $25 million in 2006. Borneman attributes his leaps-and-bounds success to the modernization of a familiar marketing method. “It looks good and it goes on the door by itself instead of in a pile with a whole bunch of other direct mail that’s often on its way to the recycle bin before it’s even read,” says Borneman. He first pitched his upscale hangers to Blockbuster Video to no avail. Blockbuster’s biggest concern with door hanging was that they were cheap looking. Plus, they assumed the targeting was limited at best and that there was a major saturation of that type of marketing. Blockbuster wouldn’t go for Borneman’s door hangers but Gateway did, then SBC, then Sprint and Best Buy and several others. “Everybody pretty much already has a budget for that and what we’ve done is go in and say that we have an alternative to direct mail or a supplement to direct mail that’s a little bit less expensive. The response rates are consistently pretty high compared to direct mail. So with that, almost all these companies felt the need to at least try it,” says Borneman. Aside from developing professional, upscale door hangers that can carry the names of some of the biggest brand names in America, Borneman found a way to provide marketers with something even more important, targeted demographics. “We can take a card customer, a mortgage customer or we can find a certain credit grade customer or a model of credit types and we can find clusters of houses that fit that,” he says. Then his distribution team delivers hangers to the best “cluster” of potential customers. Bret Boeddinghaus, president of Cocom, says his team also offers targeted distribution. At PowerDirect, the printing, delivering (anywhere in the U.S. and parts of Canada), auditing and marketing are all included in one package. The hangers range from 20 cents per unit to 35 cents per unit (cost based on 1,000 total units). “We came out of the direct mail industry. We know it. We’ve done it. We were a printer and mail house originally when we started so we know direct mail,” says Borneman. “This doesn’t necessarily replace it. In some cases it’s better than direct mail, and in some cases it’s not. It’s not as targeted as direct mail because direct mail can deliver to individual households, where ours models to a cluster of homes. It’s a little bit broader, but we make up for it by the price being a little less expensive and our response rates being a little bit higher.” About PowerDirect Southern California-based PowerDirect transformed the traditional door hanger into a sophisticated, cost-effective direct marketing tool. Today, PowerDirect offers a unique all-inclusive door hanger advertising package, which includes 1) high-quality printing of a super-jumbo, door hanger, 2) national distribution with real-time GPS tracking plus on-site auditing, and 3) sophisticated pre and post-campaign analytics. This unique package delivers strong response and conversion rates plus exceptional brand recall capability. PowerDirect was founded by entrepreneur Bill Borneman in 2001. PowerDirect clients include among others: top advertising agencies Wunderman, Carat, Grey, FCB, DDB and Draft, and major advertisers: Best Buy, Comcast, U.S. Cellular, Old Navy, Home Depot, Macys, and Qwest. For more information www.PowerDirect.net. CONTACT INFORMATION MEDIA CONTACT:
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PRESS KIT
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