Pizza Flyer Delivery Service: Be Careful While Choosing the Agency
Pizza Flyer Delivery Service: learn more about it
The Impact of COVID-19 on the billboard industry
As the drastic economic impact of coronavirus continues to spill, brands and agencies are forced to re-evaluate the current advertising methods they are using. Recently, the Interactive Advertising Bureau (IAB) surveyed nearly 400 media buyers and brands. The results were surprising: 74% think the coronavirus pandemic will have a larger impact on their advertising spend than the 2008 financial crisis. According to the President of Interactive Advertising Bureau, David Cohen, “Typically marketers will press pause for a moment, take a breath, assess the situation, replay and reevaluate.”
The traditional out-of-home advertising is expected to be largely impacted. The estimated ad spend declined 51% in March and April and another decline of 41% is expected in June 2020. Fewer people are outside reducing the appeal and effectiveness of billboards and DOOH. Advertising in malls, at bus stops, and bus shelter advertising are fast becoming replaced by in-home advertising. The impact of COVID-19 has kept the consumers inside their homes. Hence, the best ways to reach the audience will be to take your advertising message to them indoors.
Adzze has been re-evaluating the current tactics and adapting to a more sensitive message. The operations team has working on extending its reach to offer advertising methods that can reach the consumers at their safest place: at home. One of these tactics uses pizza boxes as advertising space. Think of this as small moving billboard that consumers receive in their homes and place on their dinner tables. Ad data demonstrated that this type of ads can lead to an 80% recall rate (8 out of 10 individuals recall seeing 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.
Agencies are becoming more creative and levering more Ambient Media tactics. This concept is applied by niche advertising agencies that aim to overcome the boring traditional ads to get the attention of consumers. Traditional OOH as billboards has been witnessing a decline in the effectiveness so there is a greater demand for unusual communication vehicles. Another factor that contribute to the success of agencies using ambient media is the smart way to retrain the attention of the audience by inserting the element of surprise.
As example, advertisers can place ads using as innovative method leveraging the ad space of daily consumables. Such consumables can be: door hangers, pizza box toppers, prescription bags, drink coasters, Custom Coffee Sleeves, hotel key cards, valet tickets, restaurant placemats and dry cleaner hangers.
Think this as small moving billboard that your target audience will grab in their hands.
Here some practical examples:
An anti-DIU campaign that can be conducted by placing awareness messages on drink coasters in the bars in LA
The nutritional supplement manufacturer can advertise its new launch on branded pharmacy bags in reputable pharmacy venues close to hospitals
The new movie theater can offer a ticket discounts on coffee cups aiming to target millennials
A high-end beauty spa can advertise on hotel room key cards: perfect tactics to target affluent travelers
The new fitness center can place a promo code on pizza boxes after eating a certain amount of calories!
Pizza Flyer Advertising: How Does it Work?
The advertisement is printed on pizza boxes (or pizza box flyer) and shipped to the pizzerias that the advertiser selected. The advertising pizza venues distribute to the consumers locally or they deliver at their homes. These venues are recognized pizza chains, so the advertiser has exposure to reputable brands. The pizza box ads get delivered in the hands of the consumers at their homes reaching on average 45 min of brand exposure. Sometimes the consumer leaves the pizza in the fridge generating additional exposure. On average, each Pizza Box Advertising venue delivers 2,000 pizza flyer ads per month with an estimate 1.8M impressions/month.
There are few reasons why marketers would choose Pizza Box Marketing instead of other traditional media vehicles:
High Brand Recall
Consumers are overwhelmed with digital ads that they see for a fraction of second and barely remember them. The attention span for digital ads is minimal to make them remember. The pizza flyer ads create a surprise effect making it more memorable. Studies show that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on pizza flyer)
The budget used to place a 1 billboard on a high traffic highway for 1 month can be re-allocated to distribute 60,000 pizza box flyer ads. This is sufficient to cover all households of a small town in the USA.
High Return on Advertising Spend
The average ROI is 2.5X. This means, for every 1 dollar the advertiser invested in a pizza flyer campaign, they received at least additional 2.5 dollars of sales.
This article will elaborate on the details of each reason.
Pizza Flyer Ads vs Traditional Media
TV commercials are also becoming obsolete. Most of the consumer ignores and fast-forward TV commercials. Arris’ Consumer Entertainment Index surveyed 10,500 respondents from 19 countries 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. Most of viewers prefer a commercial-free media service as Netflix.
You cannot fast-forward a pizza box ads! The consumer receives the pizza with the ad on the top. Usually it will be a positive association of the pleasure of having the pizza with the advertising message. Each pizza box top can be seen on average by 3 people per household. They will not ignore the ad as they will have a meal looking at your advertising message. The ad is placed on the center of the box generating guaranteed impressions.
Given the pizza eating culture across the world, one can rest assured that the ads will reach deep into the population. However, a perfect advertising campaign begins with choosing the best agency. Such an agency will maximize targeting with a view on achieving high conversion rates. This includes conducting proper background study, utilizing proper deliver techniques, and follow-up of the target audience.
Stay-at-Home Ads will replace outdoor advertising
The use of OOH and billboards will most likely experience more decline in the coming weeks, given the growing number of cases of infection in the United States. Businesses that dearly need to get the word out about their enterprise will have to embrace new-age advertising to stay in business. This means more customers will abandon billboard advertising to adopt indoor ads; a strategy which brands trying to avoid the cut-throat cost of sign advertising have happily been using to market themselves in recent times.
The New York Times aptly described the effect of the pandemic on outdoor advertising as a ‘seismic shock’. Even Coca-Cola is among the companies that have limited their ad campaigns during the coronavirus crisis, the New York Times report says. Long story cut short; a lot of companies are hitting the brakes on billboard ads and other forms of OOH advertising and are also pulling back until the coast clears.
Costs of Pizza Flyer Delivery Services
Advertisers are always looking for opportunities to maximize the potential of marketing campaigns. As such, they are always looking for the most affordable, yet effective marketing services. Fortunately, pizza box advertising achieves both of these goals effortlessly. However, effective pizza box advertising follows a certain procedure.
Firstly, an advertiser must prepare specially designed and printed flyers that include the message and a business logo. Secondly, the advertiser looks for the best pizza flyer delivery service. Ideally, the delivery service ensures that the flyers reach the exact target audience.
Pizza box advertising results in more conversions and direct actions than traditional advertising. This is because the ads are delivered directly into the hands of the target audience. In addition, an entire marketing campaign built around this advertising vehicle is cheap and easy to implement.
Cost comparison with traditional ads
The cost of Pizza Box Marketing depends on the total quantities/units to be produced, the complexity of the creative/design, the distribution location and shipping costs. By selecting the right agency, the unit cost of a pizza box might vary between $0.80-1.50 and the pizza toppers $0.30-0.60 per unit.
Let’s now compare it with the current outdated advertising methods:
The costs of billboards typically depend on the creative, format, size, location and demographics. It is not viable to calculate the number of impressions since billboard companies cannot precisely identify how many people are looking at the billboard – usually these are guesstimates based on the traffic of the area. Traditional billboards cost $14,000-20,000/month in larger markets.
Now let’s put it into the comparison perspective:
Using the same budget of 1 billboard during 1 month in a larger market, the advertiser can reach approximately 60,000 households with a personalized message on your pizza toppers. This is a large reach impact that could cover every household in a small city.
What would you prefer?
Paying for a billboard that is not personalized and not even noticed by distracted drivers?
Reaching 60,000 households that will literally grab your ad in their hands?
Direct Mail is another outdated tactic. The cost of direct mail as postcards are approximately $0.20-0.40 per unit. This is at similar price range as a pizza toppers.
Now let’s put it into the comparison perspective:
Approximately 60% of the postcards or letters go straight to the garbage and don’t even get noticed while 100% of the consumers must see your pizza box ads. This brings the ‘’cost per visualization’’ of post cards 2x higher than Pizza Box Advertising.
Calculating the ROI of pizza flyers
Let’s assume that you are the Marketing Manager of a local movie theater. The recent pandemic caused you a drastic business harm since the past months most Americans were forced to stay home quarantined. Now that your activities are back to normal you must recover the lost sales with more a creative approach.
You start planning a campaign to distribute 20,000 pizza toppers using local pizzerias. The pizza box ads will include a free popcorn in case they purchase a movie ticket.
Typical conversion rates of Pizza Box Marketing range between 4-6%. This percentage will depend on how attractive the offer is and how compelling the artwork is. Let’s assume for this case a 5% client conversion.
Audience Reach: 20,000 toppers
Converted clients (5%): 1,000 new customers
Sales price of the ticket: $15
Incremental sales (after the campaign): $15,000
Cost of the ads campaign: $6,000
Return on the Pizza Box Advertising investment: 2.5x
Conclusion: for every 1 dollar you invested in a door hanger campaign, you received at least additional 2.5 dollars of sales.
Adzze offers ad placement on pizza boxes nationally. We work with a network that will enable you to place your ads in the hands of the consumers.
- Accenture Report (2016). The Future of Advertising
- Bain & Company (2016). Online or Traditional, What’s is Better for Brands?
- Jurca, M. (2015). Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness. Journal of Marketing Communications.
- Kimmel, A.J., (2005). Introduction: Marketing Communication in the New Millennium. Oxford University Press.
- Lumen Research (2016). Marketers Continue to Waste Money as Only 9% of digital Ads are viewed more than 1 Second.
- Nielsen’s Audience Report (2018). The State of Traditional TV: Updated with Q3 2018 Data Arris’ Consumer Entertainment Index.
- Wall Street Journal (2018). P&G Contends Too Much Digital Ad Spending Is a Waste.