Campaign reach: Bars and restaurants
Campaign time: minimum 1 month
Est. impressions:0.7M per venue (month)
Expected recall rate: 50%
Audience demographics: Millenials (75% between 21-35 years)
The Impact of COVID-19 on Bar Advertising
The domino effects from the COVID-19 crisis continue to impact all types of business causing need to change their advertising strategy. As the impact of COVID-19 continues to unfold, brands and agencies need to keep a up to date with the changing consumer behaviors and ensure they are prepared for any outcomes and find new opportunities.
Recently the Interactive Advertising Bureau 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.”
A survey conducted by the platform Numerator indicated many industries are shifting their messaging to in-home delivery. As example, restaurants are pivoting to food delivery message. Numerator reported that Burger King and Little Caesars are even advertising new delivery options available in their stores.
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 bar coasters as ad space that gets delivered together with your ordered drinks at the homes of the audience.
Bar Advertising – In-Home Deliveries: How Does it Work?
This bar advertising option leverages printed coasters to reach the audience at a relaxing environment. The logo and message are printed on coasters and distributed to the venues you select. Specific targeting is enabled with an in-house technology to profile the demographic region and pick bar advertising addresses according to your campaign plan.
Bar advertising is a creative option to spread your message in a relaxing environment.
Bar advertising programs can be run locally or nationwide. Most of the metropolitan regions are covered. The venue places the printed coasters on the dining or bar tables generating a direct impact on the consumer who receives the message in their hands. This is guaranteed impression as they must take the bar coasters in their hands. Approximately 1,500 coasters/month are distributed by each venue generating estimated 0.7M of impressions. The concept of using coasters is a unconventional tactics that surprises the audience in a relaxing environment delivering a high brand recall.
The Impact of Custom Printed Coasters
Today’s consumers are overwhelmed with advertising messages. The average US-consumer is exposed to approximately 3,000 advertising messages in only one day. This limits drastically the attention span of consumers due to advertiser’s intense attempts of persuasion.
The unconventional nature of this bar advertising vehicle raises level of interest in consumer and hence their willingness to expend cognitive effort to process message. The printed coasters are viewed by on average 4-6 other people in a relaxing environment enabling your target audience to better assimilate your message.
Traditional Out-Of-Home Advertising will become obsolete
By the end of second quarter of 2020, Barron’s projects that ad agencies would have lost billions of dollars from their income statements, leaving the future of media businesses endangered, if not crippled. Prior to the coronavirus outbreak, in December 2019, the U.S. ad market was projected to grow by 4.4%, mostly from selling ads related to politics and sports. But as of March 2020, revised forecasts indicate that Print and radio ad revenues are expected to drop by 25.4% and 14.1%, respectively, while OOH advertising will drop by 11.8%.
Blank billboards and cancelled digital ads across the country and many parts of the globe is a strong pointer to how the coronavirus pandemic sweeping the world today has impacted sign advertising. The devastating effects of the pandemic on human lives could almost be likened to how terribly it has also dealt with businesses around the world. Some out-of-home advertising firms have withdrawn their earnings projections for the year as a result of market uncertainties at the moment. A good number of businesses that will survive the pandemic will most likely have to struggle to find their footing again. In-Home Advertising options as bar advertising with drink coasters will emerge as potential vehicle to reach consumers in their homes. Reports also say that digital ad giants, Facebook and Google have also had their shares of the downturn. Even Coca-Cola has soft-pedaled its marketing drives.
The after-effect of this development will, of course, be an unavoidable reduction in patronage for the outdoor advertising companies. Bar advertising will transform into In-Home advertising using drink coasters that will get delivered together with the ordered drinks. The media companies may count their losses for months after. Billboard companies will eventually have to sit it out with the hope that they can still reclaim their market share in the end. However, smaller businesses and other brands that depended on their strategic displays to market their brands may not be so patient. Just as major clients like hoteliers, airlines, and cinemas are on pause mode, smaller brands are quickly pulling away and leveraging alternative media and in-home advertising to preach their brands.
ROI of Advertising Coasters
The costs of billboards depends on format, circulation and demographics. Traditional billboards can cost between $14,000 and 20,000/month in larger markets. For the same cost, the advertiser can place its message on 40,000 bar coasters.
Other bar advertising options are Custom Coffee Sleeves, Door Hanger Advertising, Pharmacy Bags, Pizza Boxes, Hotel Key Cards.
Product/Service launch: Design the bar coaster with a coupon to boost sales and measure ROI
Target younger audience: bar coasters are ideal for the entertainment, education and sports industries
Travelers: place your message on bar coasters at bars inside resorts and cruise lines
Legal services: Connect with the audience with a impact DIU message
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Adzze is currently shifting the advertising methods to a more sensitive approach by reaching consumers at the safest place: their homes.