Dictionary of Marketing Terms: door opener
door opener
In general: any action or development that creates access to opportunity-for example, a gift offered by a door-to-door salesman in return for an opportunity to make a sales presentation.
Direct marketing: anything offered free by mail, or with a solicitation, that is reprinted from the publication being sold or consists of material related to the publication, and that is used to increase response to a promotion. According to Audit Bureau of Circulations (ABC) rules, door openers must not exceed 15 cents in value or else they are considered premium. A door opener for a food magazine might be a collection of recipes; for a fishing magazine, a booklet of tips on fishing.
