Coffee cup advertising is a selected medium used by numerous companies for reaching specific target audiences. Unlike mass advertising on television, magazines, out of home advertising, internet and even direct marketing, coffee cup advertising can be placed to a specific target audience through cafes of selected target markets, and not wasted on the unsuitable audience. As defining target audiences gets more difficult, coffee cup advertising helps advertisers break away from the clutter of old and defines a new medium of advertising that reaches very specific audiences.
One of many clients using Eat Media, for their coffee cup advertising, has been Microsoft. Microsoft had a campaign for their new Windows Mobile 6, in late 2007, who had a unique target audience they wanted to reach. With coffee cup advertising, Microsoft was able to reach the Blackberry business users through cafes were their selected target market was located. Their advertised cups were placed in cafes in and around cafes positioned in lobbies in financial institutions and accounting companies in the metropolitan business district areas. Better than Microsoft had expected, the campaign with Windows Mobile 6, was successful beyond what they anticipated and 9 out of 10 consumers were Blackberry users with sales of 30 units in the first week.
Coffee cup advertising is a great new medium for advertisers who need to reach that well defined target audience. As advertised coffee cups can be placed in any café in a location that is desirable for your target audience, reach is now not an issue and campaigns can be placed exactly where your audience is situated. Coffee cup advertising is the new medium for advertising. It cuts through the clutter of other mediums and it’s in your target audience hand for an average of 37 minutes (source: Quantum 2007). Enough time for your consumer to review your campaign and take action. |
