Restaurant Placemats Advertising: Target Audience Cannot Miss the Message
Restaurant placemats advertising: creative way to reach your audience.
The future of OOH Advertising
As the economic 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. Marketers will have to change their strategies to mitigate the impact of COVID-19 is now a major focus since advertisers are researching better alternatives to keep their clients. Traditional out-of-home advertising methods such as billboards, bus stops, fliers, magazines, and transit posters will have a hard time finding their feet in the long run.
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. The increased “work from home” periods will force the shift of advertising concepts. Numerator reported that Burger King and Little Caesars are even advertising new delivery options available in their stores.
Adzze has been adapting the advertising vehicles to a more sensitive message. The team has working on extending its capabilities to offer advertising vehicles that can reach the consumers at their safest place: at home. One of these concepts uses pizza boxes as advertising space. Think of this as small moving billboard that gets delivered at the consumer’s home. 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 additional 2.5 dollars of sales. For more details see the article Estimating the ROI of Pizza Box Marketing.
The primary reason for creating ads is to put the message out there. Besides, advertisers want the target audience to assimilate the message and act on it. Interestingly, there is no better avenue to achieve this objective than using restaurant placemats advertising.
Excellent visibility is the key to assimilation
Advertisers are always battling for visibility, and that is why prime time TV advertising is expensive. However, there is no guarantee that TV viewers pay sufficient attention to the screen to understand the message. Besides, few people, if any, enjoy watching commercials on TV. As such, many advertisers are switching to digital platforms like Google and Facebook, where the audience is.
However, attention is not as great for the audience on digital platforms. Social media platforms confront users with too much information such that ads might go unnoticed. With such divided attention, it gets difficult for the target audience to assimilate the message. Also, social media and other digital platforms have many undefined users. As such, they are targeting ads to a specific section of the consumers is a little tricky.
Interestingly, the most significant advantage of restaurant placemats advertising is that it avoids the inattention problem. In restaurants, customers have between 10 and 12 minutes of waiting time before their order arrives. During this time, the customers are less likely to stare at their phones, and instead, they look around to take in their environment. It includes the many placemats arranged at various locations on the table. Therefore, the customers have an excellent view of the placemats alongside undivided attention.
Stay-at-Home Ads with Door Hangers
During this crisis marketers will have to adapt and to stay on top of the latest trends. Its critical to improve type of advertising message shifting it to more sensitive perspective. The business of marketing is changing in the age of COVID-19. Whether its effects are brief or prolonged, marketers need to be nimble in these challenging times, and pivot when needed while optimizing performance throughout the crisis.
A noticeable new normal in consumer behaviour is the increased demand for food delivery services. According to NPD, 48.5% of all restaurant spending was for off-premise orders in the past 12 months and this is expected to accelerate during the lockdown.
Should we bounce some ideas?
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.
Your advertisement is printed on door hangers and distributed to the households in the zip code or areas that were selected according to the marketing campaign. Adzze technology solutions are used to target demographic profiles such as income, age, ethnicity, marital status, so that we hit your exact target-market ensuring the door hanger delivery. In addition, the segmentation method enables to evaluate annual spend criteria so that you have a better insight into the spend behavior of the target audience. The consumers will be positively surprised if the door hanger brings them value as coupons or discounts. The advertiser must partner with the capable door hanger distributors to ensure to track the door hanger delivery to the targeted addresses. Typically, the return of the Door Hanger Advertising investment is 3x, this means for every $1 invested, the advertiser receives $3 back (you can see more details on the ROI calculation at the end of this article).
Restaurant placemats advertising offers unbeatable conversion rates
Another advantage of restaurant placemats is that the target audience cannot ignore them. Before the order arrives, the only thing on top of the table is the placemat, and they are many. Besides, advertisers have an exclusive right to all the placemats within a given period. Therefore, customers can only see placemats with a particular message whichever way they turn. This kind of exclusivity ensures that the target audience cannot miss the message, making it difficult to ignore them.
Besides excellent visibility and guaranteed assimilation of the message, restaurant placemats enable advertisers to target their ads. Unlike other ad avenues like digital platforms and the TV, a particular section of people visits specific restaurants. This information is available from the management of any restaurant. As such, advertisers can choose the target audience based on demographics, characteristics of the population, the conversion rate of this avenue is unbeatable.