Restaurant Advertisement: learn how to leverage restaurants as ad space
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.
Many businesses have unique products and services on offer. However, it may be challenging to push through the target sales numbers because the brand is virtually unknown to the target audience. Customers must be able to see what a business offers before they decide to sample the products or services. That is why avenues like restaurant advertisements provide a unique opportunity for companies to put their brands out there.
Putting your brand in front of the target audience
Organizations spend most of their money on ad channels through which they expect maximum visibility. Interestingly, technological advances are phasing out some advertising channels that once reigned supreme. According to an eMarketer report, TV ad spending in the US is in a long-term decline. Interestingly, eMarketer expects TV ad spending to account for less than 25% of total ad spending in the US by 2025. This year alone, TV ad spending should decline by 2.9% to $70.30 billion, eMarketer further noted.
Fortunately, advertisers have a lot in terms of alternatives to placing ads on TV. In particular, a restaurant advertisement presents a strong case for advertisers who would like to reach higher conversion rates without spending too much. Ultimately, advertisers want channels that offer more visibility that translates to engagement.
In-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.
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).
How does restaurant advertisement work?
Over 1 million restaurant locations in the US serve an increasing population of Americans who eat out. According to the US Census Bureau, restaurant sales are more than 4% up so far this year as more people choose not to eat at home. Interestingly, many, if not all, restaurants use placemats on their tables. These placemats are the platform on which advertisers place ads.
Placemats contain the information that a business wants to pass to the target audience. Typically, the ad includes a message about products and services together with the contact information and logo of the business. If the business is running a promotion, the placemat may consist of a coupon or a unique code for discounts. Working together with the advertising company, the business selects the design of the placemat.
The case for this kind of guerilla tactics is strong. Interestingly, the target audience gets to encounter an ad in the most unexpected location. As such, it is unimaginable for the target audience not to notice and assimilate the message. Further, the probability of the targeted audience to assimilate the message is higher since many people are peaceful in restaurants. As they peacefully enjoy their meal, they get to interact with the ad. After 15 to 20 minutes at the restaurant, the audience is highly likely to consider the brand.
