Facebook Bot Concept
What is Perching?
The Perching is an advertising technique of direct marketing which is about placing brochures, flayers or other pieces of commercial promotion in the mailboxes, where in a very creative way a part of the ad stands out simulating a coat rack.
Is a concept similar to Poming, what are you looking for attract attention and reach the target audience directly, this dynamic of commercial promotion refuses to disappear in the age of digital marketing.
It could even be said that it gains strength, when properly combined with other digital strategies.
For Perching to be effective, it is necessary to carry out a preliminary study of the profile of the consumer you want to reach, and delimit the geographic area based on well-defined socioeconomic criteria.
It is also recommended to consult the rules that regulate this type of commercial promotion in each locality, because some consider that this type of commercial promotion can be somewhat invasive.
At the same time, it must be taken into account that in a large proportion, after the information is read, the flayer or brochure becomes garbage.
Therefore, the challenge for this technique is to achieve the advertising objective in a creative way to create empathy with the consumer and, at the same time, be kind to the environment.
At the same time, to achieve success in an advertising campaign, a comprehensive and coordinated work is required from a Marketing Plan 360.
What is Perching for
Perching allows the advertising message to be delivered to the customer's door, so it is part of direct marketing techniques.
It serves at the same time, for generate a rapprochement between the brand and the consumer, attracting attention creatively.
It has the advantage of being able segment consumers geographically and socioeconomically.
And it makes the community talk about the brand, promoting word of mouth communication. It is something like a hashtag on social networks, but for this case, the topic is trending offline.
It is similar to the Poming, the difference is that the latter is applied to the doorknobs of homes, buildings or residential complexes, as well as hotels or the entrance of special events.
Examples of Perching
If at any time you have found that a colorful flag stands out in your mailbox, which when you remove it you see that it is part of a flyer, flayer or a brochure, you are facing a perching strategy.
More information about Perching
To learn more about commercial promotion and direct marketing techniques such as Perching, we suggest three articles in which you will find what commercial promotion in the streets is, how offline marketing techniques differ from online ones, and how to run direct campaigns successful:
