The Costs of Advertising on a Pizza Box and its Benefits
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Small and medium sized enterprises in the US were urged to find innovative ways of effective advertising with little marketing budgets. They attempted to equalize their size-related disadvantages compared to large companies by means of unconventional ways of advertising, which they adjusted fast and flexibly, to changing market conditions
New instruments emerged in this meantime to address this issue as guerrilla marketing. These instruments are considered revolutionary because they were substantially different to classical advertising. The core principle of the guerrilla approach is to surprise consumers with unexpected activities in order to draw their attention to the advertising message. Surprise leads to a change in the cognitive activation and better assimilation of the advertising message.
One effective guerrilla instrument is In-the-Hand advertising. This concept relies on placing ads on consumables that the target audience can’t ignore as they have to take them in their hands. Such consumables can be: coffee cups, door hangers, drink coasters, prescription bags, hotel key cards, dry cleaner hangers.
This articles explores the benefits and costs of advertising on a pizza box.
Advertising on a pizza box: how does it work?
The logo and message of the advertiser are printed on pizza boxes (or pizza box toppers) and distributed to the pizza venues you selected. The venues are recognized pizza chains so the advertiser has an exposure to reputable brands. The pizzerias deliver either in the hands of the consumer or at their homes reaching on average 45 min of brand exposure (average 15 min per person, average household of 3).
The unconventional and unexpected nature of this type of advertising enables better perception and assimilation of the message. The ad is placed on the center of the box generating guaranteed impressions. Sometimes the consumer leaves the pizza in the fridge generating additional exposure and more impressions. On average, each pizza venue delivers 2,000 ads per month with an estimate 1.8M impressions/month.
Advertising on pizza boxes is one of the most straightforward yet successful marketing techniques. The advertiser places the logo of the brand that needs visibility as well as the message on pizza boxes. Then, the distribution of boxes to pre-selected pizzerias, where a specific demographic of customers buy pizza.
On the contrary, advertising pizza is low cost. With the same rates for one 30-second TV commercial, a business can produce close 350,000 pizza boxes. These can be sent to about 200 locations where each customer will have at least 30 minutes of peaceful time with the message.
For purpose of comparison, consider the costs of a traditional OOH as benchmark, e.g. Billboards. The costs of billboards depends on format, circulation and demographics. Traditional billboards can cost between $14,000 and 20,000/month in larger markets reaching on average 80-100,000 drivers per month.
For the same cost, the advertiser can place its message on 65,000 pizza boxes at 32 different venues during the same time.
Now compare the benefits, what would you prefer: reaching 100,000 distracted drivers (who you can’t be sure they looked at your billboard) or reaching 65,000 family households with a compelling message that they will look at while enjoying their pizza?
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