Pizza Box Top Advertising: is it an Unconventional OOH?
Pizza Box top advertising: learn more.
How does Pizza Box Top Advertising work?
The logo and message of the customer are printed on pizza boxes (or pizza box toppers) and distributed to the pizza venues that were selected. The venues are recognized pizza chains so your advertisement have a exposure to reputable brands. The pizzerias deliver either in the hands of the consumer or at their homes reaching on average 45 min of brand exposure.
Just by looking at the numbers, marketers can see the reasons why Pizza Box Top Advertising and pizza box advertising can produce an outstanding return on investment. In the United States alone, there are more than 80,000 pizza retailers and that figure includes the large national chains. Of that 80,000, approximately 65 percent are small mom and pop organizations or small, local chains. Additionally, 97 percent of all Americans consume at least one pizza over the course of a month. With the average family eating 30 pizzas per year, there are approximately 1.9 billion pizzas sold each year.
On average, each pizza venue delivers 2,000 ads per month with an estimate 1.8M impressions/month. This is 4 times more impressions than a freeway billboard for 7-10 times less costs.
Pizza Top Ads
Interestingly, here is where pizza ads diverges from traditional media and other advertising alternatives. Unlike traditional media that relies on repetitiveness, advertising using pizza boxes is one off but more effective. Pizza Top Advertising, an advertiser prints the message and the business logo on the top side of the pizza box. Then, the advertiser delivers the pizza boxes to the targeted pizzerias. From there, buyers will pick their pizzas, or the pizzeria will deliver them to the buyers’ homes. When the buyer opens the pizza to eat, he/she interacts with the ad on the box in a unique manner.
Recently, the Missouri Department of transportation run a state wide program placing pizza top ads to alert drivers to drive sober: Box Top Advertising: Pizza Deliveries Are Saving Lives.
As technology continues to evolve, OOH will shift towards to digital. There are advantages in comparison to traditional media. Pizza box top advertising can also build interactive features as QR codes, coupons and even augmented reality. Advertising on pizza boxes is one of the most straightforward way how to target consumers. The advertiser places the logo of the brand that needs visibility as well as the message on pizza boxes. Then, the distribution of boxes to pre-selected pizzerias, where a specific demographic of customers buy pizza.
On the contrary, advertising pizza is low cost and it is an unconventional tactics. With the same rates for one 30-second TV commercial, a business can produce close 350,000 pizza boxes. These can be sent to about 200 locations where each customer will have at least 30 minutes of peaceful time with the message.
Increment revenues: use coupons on your Pizza Box Top advertising to boost the sales and track the ROI of your program
New product launch: make your audience aware of the new product or service launch
Promoting a new location: target specific Zip codes to raise awareness of the new location your local business is opening
Sports/Fitness: remind your audience to check your fitness business and spend the pizza calories
Entertainment: promote your recreational services to families in the specific target areas
Pizza Box Top Advertising is an unique way to reach your audience in their home
Guerrilla advertising can overcome this challenge. The concept relies on 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 Advertising is a ramification of Guerrilla advertising and relies on the placement of ads on vehicles that consumers touch at daily basis as: coffee cups, pizza boxes, drink coasters, hotel room key cards, Prescription bags, dry cleaner hangers.
Why would businesses want to use such a technique? First, door hangers are enabled a personal delivery of the message. While most ad campaigns suffer from inattention by the target audience, door hangers attract much more attention. It is because individuals encounter the ads in their most serene moments. The advertiser has to ensure the right delivery of door hangers to the targeted addresses.
Custom Coffee Sleeves
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.
Each unique bag provides on average 15 min of exposure and extended views when the patient takes the bag home. Each pharmacy distributes on average 5,000 prescriptions bags/month, this generates an estimated 1.5M of impressions. The audience is typically in a relaxing environment inside the pharmacy store changing for positive their perception of the message. In addition, the prescription bags are handled by respected healthcare professionals providing an exceptional exposure and positive impact on the Brand. 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
Interestingly, most bars and pubs in the US have coasters for securing beer bottles and glasses. As such, custom printed coasters offer an excellent opportunity to spread awareness of your business. Printed coasters are a unique avenue for advertising, one that is low cost and convenient to utilize. Customizing a single coaster costs a dollar or less. Therefore, an investment of $10,000 could run a massive advertising campaign of distributing branded coasters at pre-selected locations. The concept of using coasters is a unconventional tactics that surprises the audience in a relaxing environment delivering a high brand recall
Hotel Key Card Advertising
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. This tactics is an effective tool to reach an affluent audience since it places the ad in the hand of consumers and delivers a high brand recall. 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.
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