How to Target Affluent Audience Using Ads on Valet Tickets
Ads on Valet Tickets
Restaurant and hotels issue tickets to the car owners to ensure a smooth flow of activities. Interestingly, these valet tickets are prime advertising apace for marketers that desire to reach an affluent audience.
Ads on valet tickets
According to this analysis, valet parking solutions account for 20% of the US parking industry. Interestingly, the analysis adds that there is a growing demand for hotel rooms for vacations and conferences. As such, more hotels will need to create more valet parking spaces. This implies that many more valet tickets need to be available to facilitate the valet parking solutions.
Usually, the valet tickets are small but they have space just enough to squeeze a special message and a logo. You can print the parking ticket in a way that one side takes the message and the reverse side takes the logo. Once the valet tickets are ready, you can deliver them to a pre-selected hotel for distribution to customers. Oftentimes, this works best after due diligence and attention to finer details. This way, you will be able to access the most relevant audience to increase the chances of conversion.
Advertising on Valet Parking Tickets as unconventional concept
An emerging unconventional advertising tactics is Ambient Media. This concept is usually applied by niche advertising agencies that aim to overcome traditional methods of advertising to get the attention of consumers. Traditional advertising has been witnessing a decline in the effectiveness so there is a greater demand for point-of-sale communications and its ability to offer precise audience targeting. Another factor that contribute to the success of agencies using ambient media is the smart way to regain consumers attention as marketers target on creating an incongruent stimuli that evokes surprise by placing ads in unusual locations and with unconventional methods that had never used before.
The traditional advertising media is in decline, especially in the US. Social media and other digital avenues seem like perfect replacements for advertisers, to be sure. However, it is emerging that the new media, which is now mainstream advertising media, faces similar challenges to legacy media. Indeed, the problem of inattention and loathing of ads is rampant for the social media audience.
Fortunately, in-the-hand marketing is rising as a perfect alternative. In particular, in-the-hand marketing entails advertising techniques like using valet tickets. For every ticket handed out, the chances of conversion and brand engagement are very high. This is because the audience grabs the brand in their hands. Besides, the sight of an ad on a ticket could confound some people. Interestingly, this jolting resulting from the confounding ensures that the audience engages with the advert.
Another advantage of putting the ad in the hands of the audience is that you can target the exact audience. For example, say you would like to advertise to tech entrepreneurs. Here, what you need to do is to locate a hotel that is hosting a summit for techies. Then, make sure that each techie receives a ticket. Ultimately, you will generate a surprising amount of leads.
Valet parking spots are overcoming billboards as advertising space
Effective media should enable a clear way to track number of impressions. Traditional OOH advertising as billboards display lack of targeting and tracking possibilities. The fact that many highway drivers cannot focus on the ad message generate a low engagement with the target audience. The costs of billboards depend on format, circulation, demographics, and impressions. Traditional billboards have high costs, low ROI cost varies $14,000-20,000/month in larger markets. Some cities imposed a ban of billboards due to visual pollution. Unconventional agencies provide alternatives to the targeting issues with approaches as mobile billboards, digital OOH, ads on trucks and other ads in places people don’t expect to see as flags, backpacks, inflatable objects, gas pump and balloons.
Valet parking become a target location to reach affluent consumers.
Parking Tickets and other alternative options
As example of ambient media that agencies have been using as innovative method is daily consumables. Brands seek to attain audience’s attention by placing ads on consumables that the target audience must touch creating a surprising effect. Such consumables can be: door hangers, pizza box toppers, prescription bags, drink coasters, Custom Coffee Sleeves, hotel key cards, valet tickets, restaurant placemats and dry cleaner hangers.
Here some practical examples:
An anti-DIU awareness campaign that can be placed on beer coasters in NYC bars
Healthy food provider places an ad on branded pharmacy bags in reputable pharmacy venues close to hospitals
The new entertainment business offering a ticket discounts on coffee cups aiming to target millennials
A high-end service advertised on hotel room key cards: perfect tactics to target affluent travelers
The new sports center offering a promo code on pizza boxes after eating a certain amount of calories!