Advertising on Coffee Sleeves: 4 Reasons Why you Should Consider It
This articles discuss the benefits of Advertising on Coffee Sleeves.
As the effects of the economic impact of COVID-19 crisis continue to spread with the advertising industry, advertisers start feelings its destructive effects. Marketers are facing a challenge to adapt the advertising message and tactics. Traditional billboards will not be effective as the consumers will be more distanced and spend more time in their homes.
A survey conducted by the platform Numerator indicated many industries are shifting their advertising messaging. As example, restaurants are pivoting to food delivery message. The food industry has been quick to pivot their messaging to focus on in-home delivery options. The increased “work from home” periods will naturally lead to an increase in the time spent at home. Traditional OOH will be replaced by in-home advertising.
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. One of these concepts uses pizza boxes as advertising space that gets delivered at the homes of the audience. Think of this as small moving billboard that your target audience will grab in their hands. 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.
Advertising on Coffee Sleeves: how does it work?
The logo and message of the advertiser are printed on custom sleeves that protect coffee drinkers from hot coffee. The coffee sleeves ads are distributed to the coffee shops the advertiser selects. This tactics demonstrated improved assimilation of the advertising message since it places the brand in the hand of consumers. Specific targeting is enabled with an in-house tool to profile the demographic profile and identify specific coffee venue addresses. Branded coffee sleeves can be creative tactics for small business deliver better results than traditional billboards with high recall rates.
The concerns over advertising costs existed already long before the emergence of COVID-19. Small businesses find the cost of mainstream advertising crushing. Guttmann explained in a Statista publication that the majority of small businesses in the United States in 2017 devoted less than 10,000 U.S. dollars to marketing activities. The demand for pocket-friendly advertising is not just a concern peculiar to SMEs, and it is easy to see that it is a need that will surpass the existence of COVID-19.
Now, imagine spending about $14,000-20,000/month on outdoor advertising and getting very low ROI. Compare this to spending the same amount of money on in-home focused advertising media. This is what we offer you at Adzze; an array of unique in-the-hand advertising strategies that place your brands in the hands of potential clients in their homes. Coffee sleeve advertising leverages the ad space on coffee cups that gets delivered to your audience.
The logo and message of the advertiser are printed on sleeves that protect coffee drinkers from hot coffee. The coffee cup ads are distributed to the coffee shops the advertiser selects. This tactics demonstrated improved assimilation of the advertising message since it places the brand in the hand of consumers. Each venue distributes approx. 2,500 coffee cups/month, generating an estimated total of 1.7M impressions. Think this as small moving billboard that the audience will grab and carry it forward. This tactics places the brand in the hand of consumers. The coffee venues deliver in the hand of the consumer generating an impact up to 70% brand lift. The advertisement cannot be ignored as the consumer will grab it in their hands. On average, each coffee cup will provide 35 min of exposure since the coffee cup ads provide an additional exposure to other viewers who are in the surrounding. Coffee sleeves can be creative tactics for small business and deliver better results than traditional billboards with high recall rates.
The impact of Custom Cups
Each venue distributes approx. 2,500 coffee sleeves per month. This generates an estimated total of 1.7M impressions. Think this as small moving billboard that the audience will grab and carry it forward. Advertising on coffee sleeves places the brand in the hand of consumers. The coffee venues deliver in the hand of the consumer which creates a surprise effect, enhancing the assimilation of the message. Some studies show an impact up to 70% of brand lift. The ads on the custom coffee sleeve cannot be ignored as the consumer will grab it in their hands. On average, each coffee cup will provide 35 min of exposure since the coffee sleeve ads provide an additional exposure to other viewers who are in the surrounding
The unconventional and unexpected nature of advertising on coffee sleeves makes it memorable. This concept is sub-segment of ambient advertising that its been proven by research studies (1,2) to demonstrate better perception and engagement in comparison to traditional OOH. Advertising on coffee sleeves are a sub-segment of Ambient Marketing and sometimes recognized as Guerrilla marketing tactics. Ambient media refers to the usage of publicity-grabbing events by utilizing contextual elements of the target groups. The placement of advertising in unusual and unexpected places often with unconventional methods and being first or only ad execution to do so. In-the-Hand ads leverages daily consumables as vehicles / ad spaces to trigger a surprise effect in the audience. These vehicles can be pizza boxes, drink coasters, prescription bags, coffee cups, dry cleaner hangers, door hangers.
Branded Cups: tracking methods
Coupons and QR codes can be used on the coffee cups . The redemption rate of the coupon can be used as direct measure of the effectiveness of the campaign. Furthermore, companies as Adzze offer this type of advertising campaign with audit system to make sure that the coffee sleeves are distributed to consumers.
The costs of billboards depends on format, circulation, demographics, and impressions. Traditional billboards cost $14,000-20,000/month in larger markets. With the budget of 1 billboard/month, the advertiser can place its message on 40,000 coffee sleeves at 40 different coffee shops during the same period of time.
- Luxton, S. What is called Ambient Advertising? Monash University. 2000
- Gambetti, R. C. (2010). Ambient Communication: How to Engage Consumers in Urban Touch-Points. California Management Review, 52(3), 34–51