Custom coffee sleeves can be used to advertise your brand and message in an affordable and effective way. This article discusses its applications and concepts.
Businesses are looking for creative ways to reach their target audience effectively and cost-effectively as the advertising landscape changes. Traditional advertising methods like billboards are becoming less impactful, especially as consumers spend more time at home and on the go. In this changing environment, custom coffee sleeve advertising presents a unique opportunity to put your brand directly in the hands of consumers. By leveraging the everyday ritual of grabbing a cup of coffee, your brand can achieve high visibility and engagement in a way that traditional media simply can’t match.
A survey conducted by the platform Numerator indicated many industries are shifting their advertising messaging. As example, restaurants are pivoting to food delivery messages. 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 a 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 an additional 2.5 dollars of sales. For more details see the article Estimating the ROI of Pizza Box Marketing.
The average US consumer is exposed to approximately 3,000 advertising messages in only one day (1). Facing this permanent flooding of attempts of persuasion, many people feel constricted in their freedom to make independent consumption decisions. By confronting consumers repeatedly with the same type of traditional advertisements they become familiar with these measures which cause a wearout effect. For that reason, particularly classical types of advertising lose their power to attract consumers’ attention
To win the competition for attention, many marketers promote their products more aggressively by using more and more advertising activities (2). This attempt, however, appears counterproductive, because it requires a higher advertising budget and, most importantly, it prompts even stronger avoidance behavior and wearout effects (2).
One emerging trend 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 door hangers, pizza box toppers, prescription bags, drink coasters, Custom Coffee Sleeves, hotel key cards.
Custom Coffee Sleeves Ads: 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 cup ads are distributed to the coffee shops the advertiser selects. Specific targeting is provided with an in-house tool to profile the demographic profile and identify specific coffee venue addresses.
Coffee Cup Ads that get delivered
Long before recent economic challenges, small businesses were already grappling with the high costs of mainstream advertising. In fact, a Statista report revealed that the majority of small businesses in the United States in 2017 allocated less than $10,000 annually to marketing activities. This trend underscores the growing demand for cost-effective advertising solutions, not just for small enterprises but across the board. Affordable advertising options are crucial for businesses looking to maximize their ROI, and this need continues to grow as companies seek more efficient ways to connect with their audience.
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.
Custom Coffee Sleeves: the reach
Each venue distributes approx. 2,500 custom coffee sleeves or 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. The coffee venues deliver in the hand of the consumer generating an impact up to 70% brand lift. The advertisement can not be ignored as the consumer will grab it in their hands. On average, each custom coffee sleeve will provide 35 min of exposure since the coffee cup Ad provide an additional exposure to other viewers who are in the surrounding.
Custom Coffee Sleeves: the costs
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 50,000 coffee shops at 20 different venues during the same time frame. 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 50,000 consumer who will literally grab your compelling message their hands?
Sources:
- Kimmel, A.J., 2005. Introduction: Marketing Communication in the New Millennium. Oxford University Press, Oxford, pp: 1-6.
- Luxton, S. What is called Ambient Advertising? Monash University. 2000
