Advertising on Bar Coasters: How to Reach your Audience in a Relaxing Environment?
Today’s consumers are overwhelmed with advertising messages. The average US-consumer is exposed to approximately 3,000 advertising messages in only one day (1). This limits drastically the attention span of consumers due to advertiser’s intense attempts of persuasion.
Marketers tend to change their strategy to promote their products more aggressively by using more and more advertising activities and media. This attempt appear less effective as it requires a higher advertising budget not necessarily leading to results.
Emerging new tactics: unconventional advertising
Small and medium sized enterprises are urged to find innovative ways of effective advertising with limited marketing budgets. They attempt to compensate the size-related disadvantages compared to large leveraging unconventional ways of advertising.
One of these tactics is called ambient media. This method is highly effective and refers to the usage of publicity-grabbing events by utilizing contextual elements of the target groups (2). The placement of advertising in unusual and unexpected places often with unconventional methods and being first or only ad execution to do so (2). As example, advertising on bar coasters can deliver the right message in the right ambient.
Other unconventional and creative method is In-the-Hand Advertising using vehicles as prescription bags, coffee cups, pizza boxes, drink coasters, door hangers, hotel key cards, shopping bags.
Advertising on bar coasters: how does it work?
The logo and message of the advertiser are printed on bar/restaurant coasters and distributed to the network of venues. Specific targeting is enabled with an in-house technology to profile the demographic region and pick addresses according to the campaign plan.
Impact: high assimilation of the message
Advertising on Bar Coasters is a creative option to spread your message in a relaxing environment. The venue places the coasters on the dining or bar tables generating a direct impact on consumer who receives the message in their hands. This is makes it guaranteed impressions, as they have to take the coaster in their hands. Approximately 1,500 coasters/month can be distributed by each venue generating estimated 0.7M of impressions/month. The ‘unusualty’ raises level of interest in consumer and hence their willingness to expend cognitive effort to process message.
Bar coasters are viewed by on average 4-6 other people in a relaxing environment enabling your target audience to better assimilate your message. Bar coasters advertising programs can be run locally or nationwide. Most of the metropolitan regions are covered.
Advertising on bar coasters: low costs
The costs of billboards depends on format, circulation and demographics. Traditional billboards can cost between $14,000 and 20,000/month in larger markets.
For the same cost, the advertiser can place its message on 40,000 bar coasters at 20 different venues during the same time frame.
- Kimmel, A.J., 2005. Introduction: Marketing Communication in the New Millennium. In: Marketing Communication-New Approaches, Technologies and Styles. Oxford University Press, Oxford, pp: 1-6.
- Jurca, 2014. Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness
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