Advertising on Hotel Key Cards can Deliver more Impact than TV Ads
Advertising on Hotel Key Cards: learn more about this tactics
Traditional TV viewing has dropped from 25 hours a week in 2011 to just shy of 16 hours a week in 2018 mainly by younger audiences. Nielsen’s 2018 Audience Report found that Americans 18-34 averaged about 2.5h of traditional TV viewing per day – significantly less than in 2011. Pay-TV penetration is expected to fall to 70% by 2020 (1).
Most of the consumers dislike and ignore TV commercials. Arris’ Consumer Entertainment Index surveyed 10,500 respondents from 19 countries, including the U.S., China and Brazil, on their media consumption habits. 84% of surveyed viewers admitted that they want to fast-forward through TV ads, and 60% of surveyed viewers would make the effort to find and download TV shows to avoid advertisements (2). In addition, these days, many people don’t watch TV at all, instead streaming their shows online or watching them on commercial-free media service providers such as Netflix. A 30-second spot broadcast nationally averaged around $123,000. The highest cost placements for Super Bowl Ads can go for upwards of $4 million.
Advertising on Hotel Key Cards: 3 reasons why is a better option than TV
1. Higher impact on making consumers remember the Ad
The advertisement is printed on key cards of hotels and delivered to the hotel guests in their hands. The hotels are recognized chains so your advertising the advertiser has the exposure of the co-branding. Advertising on Hotel Key Cards is unique. The unconventional and unexpected nature of this type of advertising enables better perception and assimilation of the message. Hotel guests are high spend consumers as they are constantly looking for new shopping, food and tourism experiences.
2. Reach consumers without being ignored
Hotel venues can be targeted. 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 (1). This deliver a total reach of 970 guests per hotel and 0.1M impressions per month.
3. Cost effective
For the cost of 30 seconds TV ad (average cost) you can advertise on key cards in 100 different hotels for 1 month delivering you message in the hands of 97,000 consumers.
Other Examples of Viral Marketing
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.
Door Hanger Ads
The message of the advertiser is printed on door hangers and placed on the doorknob of households. Door Hanger Advertising is an unconventional tactics since the audience do not expect to see the ad in their doorknob. The households can be targeted and the advertiser has to ensure the right delivery of door hangers to the targeted addresses. Besides affordability, door hangers deliver unmatched visibility for your brand. Assume you are coming from a busy day at work and have to read some emails on the road. At that moment, a door hanger with a beautifully printed message and logo pops into your sight. Can you miss it? Door hangers delivers better audience engagement.
Coffee Cup Ads
Coffee Cup Ads 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.
Pharmacy Bags Ads
Healthcare providers that leverage their competitive advantage offer better care to their clients. Typically, healthcare providers compete in terms of the quality of care offered and the cost. As such, the most competitive hospital or healthcare practitioner is the most affordable and with the best quality of care. By advertising, you get more clients, and you grow the top line of your business. Eventually, the higher top-line enables you to improve the competitive advantage of the business. The concept of leveraging prescription bags or pharmacy bags is an effective tool to target healthcare providers since it delivers the message in the hand of consumers.
Often, people visit places of drinking because they are looking to escape the stress of work and family. As such, one can conclude that users find peace in bars. During this period, a person drinking alcohol will be very much interested in a bar coaster with a special message. Usually, people have little to do when drinking. Hence the high probability of them reading and assimilating the message on the coaster. The concept of using coasters is a unconventional tactics that surprises the audience in a relaxing environment delivering a high brand recall.
1. Nielsen’s 2018 Audience Report. The State of Traditional TV: Updated With Q3 2018 Data
2. Arris’ Consumer Entertainment Index