Ambient Marketing: 3 Concepts Marketers Should Use
Ambient Marketing is a relatively new concept that many agencies have been adopting to attract the attention of the target audience.
Ambient Marketing: what is that?
Ambient Marketing is defined by placing the ad at unusual places or unconventional places where people would not expect to see an ad. This is a concept that became a niche for advertising agencies to overcome traditional methods of advertising to attract the attention of consumers (1).
The relevance of Ambient Marketing
The need of a more appealing advertising tactic was triggered by the decline in the power of traditional media. Nowadays there is greater demand for point-of-sale communications and need to precise audience targeting (2). Most of the traditional media compete in crowded categories generating a decrease in the perception and assimilation of the advertising message. The placement of ads at unusual places makes a surprising effect on the target audience enabling the receiver to improve the perception and assimilation of the message (2). One sub-segment of Ambient Advertising is In-the-Hand Advertising. This concept relies on placing ads on consumables that the target audience cannot ignore as they have to take them in their hands. Such consumables can be: drink coasters, pizza boxes, coffee cups, door hangers, pharmacy bags. This is also often referred as guerrilla tactics.
Ambient Marketing ideas:
Hotel Key Cards
Travelers are affluent audience. Hotel guests are high spend consumers as they are constantly looking for new shopping, food and tourism experiences. The guests receive the hotel key cards with ads on it with promotions and discounts from the best restaurants and touristic events. The advertisement cannot be ignored, hotel guests must take the keys (and the Ad) in their hands. Each hotel guests views the ad 6-8 times per day. The average hotel will have 115 rooms and 65% average occupancy rate and 3 nights stay. This deliver a total reach of 970 guests per hotel and 0.1M impressions per month.
The advertisement is printed on pharmacy prescription bags and distributed to the stores the advertiser selected. The consumer literally touches the ad and eventually bring it to their home. Pharmacy Bag Advertising creates additional exposure to other viewers since sometimes the consumers place the bags on their table at home. Pharmacy Bag Advertising is an outstanding tactics to reach consumers with their mind in healthcare.
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 enabled guaranteed impression as they have to take the coaster in their hands. Approximately 1,500 coasters/month are distributed by each venue generating estimated 0.7M of impressions. Each drink coaster can be viewed by on average 4-6 other people in a relaxing environment enabling the audience to better assimilate the message.
1. Adam Rudzewicz, AMBIENT ADVERTISING OF GLOBAL BRANDS. Conference: Business management- practice and theory in the 21 st century