Printed coasters
Viral marketing can be achieved with element of surprise is a smart way to attract consumers attention as marketers target on creating a stimulus that triggers surprise by placing ads in unusual locations and with unconventional methods that had never used before. In-Hand Advertising is a concept that used consumables as door hangers, pizza box toppers, prescription bags, drink coasters, Custom coffee cups , hotel room key cards as advertising space placing the message in the hand of the target audience.
The surprise effect and unconventional nature of the advertising tactics enhances the assimilation of the message that has a direct impact on increasing the brand recall rate
Here are some practical examples:
1. A law firm that promotes a DIU defense service can be placed on beer coasters in NYC bars
2. A healthcare provider can promote his new center by placing a message on branded pharmacy bags in reputable pharmacy venues close to hospitals
3. A new entertainment center offering a coupon discount on coffee cups targeting millennials
4. A high-end product advertised on hotel room key cards targeting travelers
5. The new fitness center offering a promo code on pizza boxes after ingesting a decent amount of calories!
Despite the popularity of digital advertising, this concept is becoming less targeted, exposed to fraud, and limited attention span. Recent studies by the research firm Lumen confirmed that only 9% of digital ads are viewed for more than a second (1). The study used laptop-mounted eye-tracking cameras on 300 consumers’ laptops to collect visual data on what they notice when they are online. During the study, it was recorded 30,000 minutes of data, with evidence relating to around 15,000 digital ads.
Most of the time, digital ads don’t even reach the target audience. Most internet users don’t want to be bombarded with ads since it’s very annoying to experience an interruption in the otherwise smooth-running browsing process. To get rid of irritating and annoying ads, many internet users use ad blockers.
Printed Coasters: reaching the audience in a relaxing environment
The advertising space is shifting towards a greater emphasis on tactics that generate surprise, humor, creativity, and consequently audience engagement. The ‘unusually’ raises the level of interest in consumer and hence their willingness to expend cognitive effort to process the message.
Shake off your Ads!
Programs with printed coasters are very effective. The venue places the coasters on the dining or bar tables generating a direct impact on consumer who receives the message in their hands. This is a guaranteed impression, as they have to take the coaster in their hands. Approximately 1,500 coasters/per month are distributed by each venue generating an estimated 0.7M impressions. Printed coasters are viewed by on average 4-6 other people in a relaxing environment enabling your target audience to better assimilate your message.
Coaster Ads is part of the In-the-Hand Advertising framework. This concept relies on placing ads on consumables that the target audience cannot ignore as they have to take them in their hands. Such consumables can be: pharmacy bags, pizza boxes, hotel key cards, coffee cups, door hangers. This framework is also often referred as Ambient Marketing.
Printed coasters deliver the message in the consumer hands
Cost of Billboards vs Coasters
Effective media should enable a clear way to track number of impressions. Traditional OOH advertising as billboards displays lack of targeting and tracking possibilities. The fact that many highway drivers cannot focus on the ad message generates a low engagement with the target audience. The costs of billboards depend on format, circulation, demographics, and impressions. Traditional billboards have high costs, low ROI cost varies $14,000-20,000/month in larger markets. Some cities imposed a ban of billboards due to visual pollution. Unconventional agencies provide alternatives to the targeting issues with approaches as mobile billboards, digital OOH, ads on trucks and other ads in places people don’t expect to see as flags, backpacks, inflatable objects, gas pump and balloons.
For the purpose of comparison, consider the costs of a traditional OOH as a benchmark, e.g. Billboards. The costs of billboards depend 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 or restaurant coasters at 20 different venues during the same time.
Use Cases for Coaster Ads
Start-up Company: Raising Brand Awareness
Use Case: A tech start-up could use coasters to promote its innovative product or app by placing them in trendy coffee shops and co-working spaces. The coasters could feature a QR code linking to a demo, website, or special offer for early adopters (e.g., “Get 20% off if you sign up today”). Fun, thought-provoking questions related to their industry could spark conversations, encouraging potential users to explore their platform.
Why It Works: Start-ups need to build brand awareness quickly, and coasters offer a low-cost way to get their message in front of young professionals and entrepreneurs. This approach can create buzz and foster a local community of early adopters.
Food Industry: Promoting New Menu Items or Seasonal Offers
Use Case: A restaurant or food brand could promote new menu items, limited-time deals, or seasonal specials using bar coasters. The coasters could feature an enticing image of a new dish, with a QR code leading to an online menu, ordering system, or special offer (e.g., “Order through this link and get a free appetizer”). They could also encourage social sharing by creating a contest for patrons who post pictures of the coaster along with their meal.
Why It Works: Coasters are already on tables, making them ideal for food-related promotions. Customers are already thinking about their next order, and the coaster can guide them toward trying new items or taking advantage of a limited-time offer.
Home Services: Booking Maintenance Appointments
Use Case: A home service company (plumbing, HVAC, cleaning) could use coasters in local coffee shops or bars to encourage homeowners and renters to book regular maintenance appointments. The coasters could feature a QR code for scheduling, a reminder message about seasonal maintenance (e.g., “Get your AC checked before summer”), or a discount for new customers. A loyalty program offering points for repeat services could also be included, trackable via the QR code on the coaster.
Why It Works: Home services rely on timely bookings, and using coasters helps these businesses stay top-of-mind in local communities. Targeting cafes and restaurants in residential areas connects the brand with homeowners and renters in need of services.
Recruitment Company: Sourcing Candidates
Use Case: A recruitment company could place coasters in bars and cafes frequented by professionals or university students, promoting job opportunities. The coasters could include a brief job description or career advice, along with a QR code linking to a job portal or free career consultation. A call to action like “Looking for your next career move? Scan here to explore job openings in your field” could encourage further engagement.
Why It Works: Recruitment companies can reach a highly relevant audience (professionals and students) who are relaxed and more likely to consider career opportunities. Coasters can be customized to promote specific industries or roles based on the venue, making them a highly effective recruitment tool.
Sources:
- Lumen Research, 2016. Marketers Continue to Waste Money as Only 9% of digital Ads are viewed more than 1 Second.
