Advertising Restaurants: Reaching Consumers at their Dinner
Advertising restaurants can serve as perfect ad space for marketers and advertisers to spread their message reaching consumers at their relaxing time.
The future of OOH Advertising
As the economic impact of COVID-19 continues to unfold, brands and agencies need to keep a up to date with the changing consumer behaviors and ensure they are prepared for any outcomes and find new opportunities. Marketers will have to change their strategies to mitigate the impact of COVID-19 is now a major focus since advertisers are researching better alternatives to keep their clients. Traditional out-of-home advertising methods such as billboards, bus stops, fliers, magazines, and transit posters will have a hard time finding their feet in the long run.
A survey conducted by the platform Numerator indicated many industries are shifting their messaging to in-home delivery. As example, restaurants are pivoting to food delivery message. The increased “work from home” periods will force the shift of advertising concepts. Numerator reported that Burger King and Little Caesars are even advertising new delivery options available in their stores.
Adzze has been adapting the advertising vehicles to a more sensitive message. The team has working on extending its capabilities to offer advertising vehicles that can reach the consumers at their safest place: at home. One of these concepts uses pizza boxes as advertising space. Think of this as small moving billboard that gets delivered at the consumer’s home. Studies demonstrated that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on the pizza box) with an average ROI of 150%. This means, for every 1 dollar the advertiser invested in a pizza box advertising campaign, they received at least additional 2.5 dollars of sales. For more details see the article Estimating the ROI of Pizza Box Marketing.
Have you ever gone to a restaurant and seen those trendy coasters under your glass? Those are the materials which are used to place drink glasses on and to absorb spilled drinks, wet rub, and print. These drink coasters can be placed on the table of advertising restaurants. Coasters can be used as vehicle to advertise to local audience in high end restaurants.
Advertising restaurants: use drink coasters as small moving billboards
Drink coasters are not only used to protect the surface of the table or to cover the drink, but the imprinted ones are also used for provoking customers to look at the message since they have to touch it.
This concept is an inexpensive way to get your brand’s logo and details to your customers. Entrepreneurs and businessmen widely use this tactic of bar coasters for advertising their restaurants. This marketing strategy not only drives sales but also provide immense publicity at the advent of your business.
Advertising restaurants using drink 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 secured impressions, as they have to take the coaster in their hands. Approximately 1,500 coasters/month can be distributed by each restaurant 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 the target audience to better assimilate your message during the dinner at restuarants. Bar coasters advertising programs can be run locally or nationwide. Most of the metropolitan regions are covered. Other vehicles that can be used are coffee cups, hotel key cards, pizza boxes, shopping bags.
Stay-at-Home Ads with Door Hangers
During this crisis marketers will have to adapt and to stay on top of the latest trends. Its critical to improve type of advertising message shifting it to more sensitive perspective. The business of marketing is changing in the age of COVID-19. Whether its effects are brief or prolonged, marketers need to be nimble in these challenging times, and pivot when needed while optimizing performance throughout the crisis.
A noticeable new normal in consumer behaviour is the increased demand for food delivery services. According to NPD, 48.5% of all restaurant spending was for off-premise orders in the past 12 months and this is expected to accelerate during the lockdown.
Adzze has been working with its clients to adapt to a more sensitive message. The team has been extending the capabilities to offer advertising options that can reach the consumers at their safest place: at home.
Your advertisement is printed on door hangers and distributed to the households in the zip code or areas that were selected according to the marketing campaign. Adzze technology solutions are used to target demographic profiles such as income, age, ethnicity, marital status, so that we hit your exact target-market ensuring the door hanger delivery. In addition, the segmentation method enables to evaluate annual spend criteria so that you have a better insight into the spend behavior of the target audience. The consumers will be positively surprised if the door hanger brings them value as coupons or discounts. The advertiser must partner with the capable door hanger distributors to ensure to track the door hanger delivery to the targeted addresses. Typically, the return of the Door Hanger Advertising investment is 3x, this means for every $1 invested, the advertiser receives $3 back (you can see more details on the ROI calculation at the end of this article).
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 budget, the advertiser can place its message on 40,000 drink coasters at 20 different advertising restaurants s during the same period of time.