Advertising coffee cup: this article presents the concept of placing ads on coffee cups as tactics to reach the audience in a unexpected way.
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.
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In-hand-advertising has a far-reaching effect compared to traditional advertising methods like the use of billboards. At Adzze, we specialize in providing our clients the best in-hand advertising.
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.
Advertisers across the industry have one objective that they pursue wholeheartedly; to drive brand visibility. They will innovate and modify existing systems to ensure that people who receive a message concert to customers. Interestingly, novel mechanisms like using an advertising coffee cup are some of the solutions.
Stay-at-Home Ads with Pizza Box Advertising
Fortunately, Adzze’s new age marketing strategies offer innovative ways to navigate the storm and help brands to take their message into the homes of the consumers. Unique advertisement ideas have surfaced across the landscape; these strategies include placing ads pizza boxes and door handles that can reach the consumers at their homes. As simple as they sound, they generate guaranteed impressions delivering the ads at consumer’s homes.
The advertisement is printed on pizza boxes (or pizza toppers) 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 box ads per month with an estimate 1.8M impressions/month.
There are few reasons why marketers would choose Pizza Box Advertising instead of other traditional media vehicles:
High Brand Recall
The pizza box 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 boxes)
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 boxes. This is enough to cover all households of a small town in the USA.
High Return on Advertising Spend
The average ROI is 150%. This means, for every 1 dollar the advertiser invested in a pizza advertising campaign, they received at least additional 2.5 dollars of sales.
Advertising coffee cup is hard to ignore
Using coffee cups to advertise is a technique that lies under ambient marketing. Specifically, ambient marketing applies the concept where advertisers place messages in unusual places. Notably, these places are unconventional because individuals do not expect to see the message there. This technique seeks to put the message in the hands of the target audience. As such, advertisers can reach the exact audience as intended by the brand.
One of the in-the-hand advertising is the use of advertising coffee cups. Interestingly, the idea is to catch the audience unawares and when they are most peaceful. Further, the need for this kind of advertising grew out of the desire to circumvent the problem of distracted audiences. While advertising avenues like TV, Billboards, and digital platforms may be popular, they suffer from low conversion rates. Mainly, the low conversion rates arise from the high level of distraction that the target audience experience.
On the contrary, individuals use coffee cups when they need to replenish the nutritional reserves. As such, it is common to find individuals in a relaxed mood and less distracted. In such a state, it is difficult to ignore a message pasted on the side of a coffee cup. Further, the fact that the individuals do not expect to see the ad, they get more curious about what the message says. Therefore, advertisers end up generating unbeatable rates of conversion for the brands.
Benefits of putting ads on coffee cups
Besides guaranteed attention and a high likelihood of message assimilation, this advertising technique is cheap. In the US, the cost of a 30-second spot on TV for ad costs in the north of $433,000. Interestingly, such an amount can deliver over 10,000 coffee cups with ads to different locations.
Coffee cups with ads do go not only easy on companies’ expenditures but also guarantee strong impression for the message. Comparably, a moving billboard, does not give the target audience enough time to absorb the message. Additionally, the audience could be struggling to remain attentive to their environment to avoid collisions. On the contrary, individuals have time to decipher the message while coffee cups are in their hands. The message will enjoy exposure for as long as the target audience holds the cup. Eventually, the probability of message assimilation is high.