Canvassing - A Piece of the Marketing Puzzle

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Canvassing may well be one of the good marketing methods for clubs large and small in this decade. Yet, modern canvassing has almost no association to the canvassing programs initiated 2 decades ago or perhaps even 3 years ago. Today, it requires that you think about the kind of habitancy you will hire, how they will be supervised and by whom, those specific territories in which to canvass and when. Add to that a system of goals and quotas plus a compensation system that is both motivating, yet structured for control.

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Canvassing crews need to be supervised by man with specific skills for hiring, training and supervising. The crew has a accountability to fulfill goals (number of leads) and the supervisor has to be a hands-on man who sees that the goals of the crew are met, together with personal lead amelioration to meet quotas if necessary. Our investigate indicates that the habitancy who work best in the canvasser role are college students who fit a designated behavior profile, those who will work 18 to 20 hours a week, yet under a thousand hours per year. Our studies show that the best hours are in the middle of 3:30 and 7:30 Pm daily and for those that work Saturday, 10:00 Am to 4:00 Pm.

When all components of a good canvassing program are met, the midpoint canvasser develops 10 leads per week, with the goal of an 80% confirmation rate, a 70% sit rate, a minimum 33% end rate, a 70% retention rate which in turn produces volume sufficient to compensate for the total cost of a supervisor and high sufficient revenue to attract the best habitancy for canvassing.

Executed properly, the program will retain canvassers who earn 0 to 0 for a 20 hour week, a supervisor who can earn ,000 plus annually and the cost of a van for transport.

When all the latter factors are in place, the fully loaded marketing costs of the canvassing program will be 10% or less. Obviously, situations such as pre-canvass marketing (door hangers) or brand recognition straight through varied forms of advertising improve the canvass program.

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