TOMS Launches Marketplace, Roasting Co.; Continues To Build on Social Good Promise
TOMS Launches Marketplace, Roasting Co.; Continues To Build on Social Good Promise
10 million pairs of shoes to children in need.
150,000 people have had their sight restored.
And now?
One of TOMS’ latest ventures, Marketplace, brings 30 socially conscious brands together via a platform to help them succeed. Committed to give back to their communities, each brand is working to make a difference to use business to improve people’s lives. With over hundreds of items to choose from, TOMS offers its community the innovative opportunity to shop by cause or even the region they wish to help.
But that wasn’t enough… Earlier this month, the company launched TOMS Roasting Co. Remaining committed to its One for One® mantra and in partnership with Water for People, for every bag of coffee TOMS sells, a person in need will receive a week of clean water. Let that sink in for a second… An estimated 1.8 billion people are drinking unsafe water. When you buy a $12.99 bag of coffee, someone will get something we take for granted every.single.day.
It’s remarkable, really, to see a company able to thrive by making an impact on communities worldwide. Not only thrive, but build a brand for itself that other companies strive to emulate. With so much focus on shopping local and doing good, this is a branding trend I’m happy to follow, and personally, I can’t wait to see what TOMS comes up with next.
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Source
“One for One,” TOMS.com, http://www.toms.com/our-movement/l
Welcome to the new addisonwhitney.com
After months of preparation, dedication and hard work, Addison Whitney is delighted to officially announce the launch our newly designed website, www.addisonwhitney.com.
The new website is clean, colorful and a stronger representation of our brand. Our goal is to provide our visitors with an extremely user friendly site that clearly communicates who we are and what we do. The site offers more functionality and easier navigation, while painting a better picture of our company’s past, present and future.
There’s a lot to see on the new site and we hope that everyone will check it out, but to learn a bit more about the direction and design of the site, check out the screenshots below.
While you’re on the site, I also encourage you to sign up for Forward, our quarterly newsletter that shares major branding news, insights and updates on what we have going on at Addison Whitney.
What’s new at addisonwhitney.com:
On the homepage, our rotating hero area directs you to the major sections of our site: Who We Are, What We Do and case studies.
You will also see a static call-to-action for a healthcare-specific section of the site. Our experience in both healthcare and non-healthcare industries is so extensive that it’simportant for us to highlight each separately with dedicated sections.
One of the most exciting additions to our new site is the Our Team page (located within the Who We Are navigation). This is a great opportunity to talk about our people and what makes Addison Whitney great. The passion and dedication that drives us every day is why clients love hiring us and why we love working here.
Under Who We Are, we also highlight our global locations and Helping Hands work: two things we love to show off.
Under What We Do, you will find our department pages. In this section, we have really simplified the navigation and user experience.
Each department page includes a link to our case studies and, when you click here, you’ll be taken to a pre-filtered case study page that corresponds to the page you came from (e.g., verbal or visual branding, brand strategy or research and analysis).
The case study page on the new addisonwhitney.com is the main showpiece and greatest improvement from the old site.
Now, we have two separate case study pages, one dedicated to our healthcare work and one for our non-healthcare work. Both have the same functionality and look.
When you click on Our Work, you will be greeted with large images rather than a list, and unlike before, where it took at the very least five clicks to find a case study, now you can find what you’re looking for in as little as two – a huge user experience improvement.
Both case study pages feature a robust filtering system that allows you to sort our work by service, industry, situation or region.
As far as the actual case studies go, they are more detailed and engaging, and boast more pictures.
There are a lot of great changes happening here at Addison Whitney, and the debut of our new website is just the beginning! Over the next few months, you’ll see a redesigned Japanese site, a reskin of our beloved brandsalsa and a few other great items that we’re not quite ready to share yet. But, we promise they’re exciting, so stay tuned! And in the meantime, please to check out the new addisonwhitney.com, and tell us what you think.
Chipotle: Cultivating a Better World
Back in June, I wrote about my undying love of Chipotle and its brand.
I wrote about the company’s original short film, released in 2011 and entitled, “Back to the Start.” The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system. The video reached more than four million views on YouTube when it aired during the 2012 Grammy Awards (in its entirety, 2 minutes and 20 seconds). At present, the video has a whopping 7.8 million views.
Fast-forward two years and so many months later to “The Scarecrow.”
I came across this new short film when it launched last Thursday, Sept. 11 and was in absolute awe. From the hauntingly beautiful Fiona Apple singing a childhood favorite, “Pure Imagination,” to the amazingly profound storytelling, I was hooked. Only Chipotle could weave a story that seems so simple, but is, in turn, a profound critique of our food industry. See for yourself.
Oh, and did I mention it’s based around marketing for a game? In collaboration with Academy Award-winning Moonbot Studios, “The Scarecrow” is an app-based, arcade-style adventure game that depicts a scarecrow’s journey to bring wholesome food back to the people by providing an alternative to the processed food that dominates his world (click here for a behind-the-scenes look). Here’s the official game description off its website.
The Scarecrow needs your help to foil the evil plans of Crow Foods and break the crows’ monopoly on food production and supply in the city of Plenty. Tilt your device to navigate through each level, outsmart the Crowbots, unlock extras, and restore hope for animals, farms, and the environment, while providing the citizens of Plenty a healthy and delicious alternative.
The buzz from Chipotle’s latest marketing coup is substantial. A simple Google News search for Chipotle and scarecrow returned more than 6,000 results. Every element has been meticulously thought through:
- Download Fiona Apple's cover of “Pure Imagination” from iTunes and proceeds ($.60 per download) go to the Chipotle Cultivate Foundation, which provides funding to support sustainable agriculture, family farming, and culinary education.
- Earn at least three stars on every level of the game and score a BOGO card for a Chipotle burrito, bowl, salad or order of tacos (while supplies last, sure, but who doesn’t love free food?).
And, all of the copy surrounding this campaign is clear and concise – case in point:
“The Scarecrow” is another chapter in our commitment to Food With Integrity, and represents what we aspire to accomplish through this mission. Our goal for “The Scarecrow” is to bring awareness of important issues to a broader audience, and we hope it entertains you as much as it makes you think.
Smart. Thought-provoking. Inspirational.
To leverage even more success, I’m curious to see if it runs during the Emmy Awards broadcast this weekend. It may have already netted more than 4.8 million YouTube views, but a primetime audience could mean a repeat of its initial “Back to the Start” success (and then some, especially considering the buzz is so big already). I’ll definitely keep an eye out.
So, how does this kind of campaign define Chipotle’s brand and tell its story? From a bigger branding picture, why does it matter? It’s rare for a large company to be so self-aware and smart that it builds a brand where it doesn’t have to blatantly use its own name in marketing and advertising. Chipotle relies on the wholesomeness of its food and emphasizes the importance of its cause to tell its overall brand story. From a bigger branding perspective, Chipotle’s success means more and more companies may need to figure out how to use similar tactics to build their own brands – and, for new companies, it’s a great example of the importance of working hard to do things right.
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Sources
“The Scarecrow,” ScarecrowGame.com, http://goo.gl/dTwNGV.
“The Scarecrow – Chipotle Mexican Grill.” MoonbotStudios.com, http://goo.gl/cOUhkK.
Brands We Love: Chipotle
I. love. Chipotle. There, I said it. And no, I’m not referring to the pepper, but the mouth-wateringly delicious Mexican grill.
The best part is, it goes beyond the food. I love the cheekiness of Chipotle’s brand, but the fact that it’s mixed with a “Food With Integrity” mission, I have become the most loyal of brand advocates.
But first, a little history: In 1993, Chipotle was founded by Steve Ellis in Colorado. Ells and his father calculated that the store would need to sell 107 burritos per day to be profitable. After one month, the original restaurant was selling over 1,000 burritos a day.
Chipotle’s menu consists of four simple options: burritos, burrito bowls, tacos and salads. And, four types of protein: chicken, pork carnitas, barbacoa (spicy, shredded beef) or steak (and of course, customers have the ability to make a vegetarian option as well).
Why such a limited menu? Steve Ells has said, “[I]t's important to keep the menu focused, because if you just do a few things, you can ensure that you do them better than anybody else.”
Well put. So, what about the brand?
First and foremost, a little more info on Chipotle’s “Food With Integrity” mission.
Food With Integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers. It means serving the very best sustainably raised food possible with an eye to great taste, great nutrition and great value.
It means that we support and sustain family farmers who respect the land and the animals in their care. It means that whenever possible we use meat from animals raised without the use of antibiotics or added hormones. And it means that we source organic and local produce when practical. And that we use dairy from cows raised without the use of synthetic hormones.
Food With Integrity is a journey that started more than a decade ago and one that will never end.
Quite a bold statement for a fast,casual dining chain.
And then there’s the physical branding. The packaging is irreverent and hilarious. The cups and bags tell a story, providing a little entertainment while you nosh on your burrito.
And, for the design nerds out there, you’ll find “Lorem ipsum” placeholder text on the larger carryout bags. (Huge props go out to Sequence, the creative development agency responsible for Chipotle’s quirky brand executions.)
In 2011, Chipotle released a short film entitled, “Back to the Start.” The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.
The video reached more than four million views on YouTube when it aired, in its entirety (2 minutes and 20 seconds), during the 2012 Grammy Awards. At present, the video has a whopping 7.3 million views.
Chipotle has even launched a free, all-day food and music festival called Cultivate. Last year’s event in Chicago, paired chefs such as Amanda Freitag and Jonathan Waxman with local farmers for cooking demos, while CAA Marketing helped line up bands like Calexico to headline. As festivalgoers roamed through the entertainment, they discovered tents that informed them about shocking but common industrial-farming practices. This year, Cultivate will return to Chicago, but is also expanding, with events in San Francisco and Denver.
And the momentum continues…Last year, Chipotle ranked 34th on Fast Company’s list of The World’s 50 Most Innovative Companies. Why? “For exploding all the rules of fast food.” So, thank you, Chipotle, for continuing to innovate and push us out of our fast food comfort zone. I am genuinely excited to see what’s in store (and am now, of course, craving a burrito bowl with chips and guac).
Sources
“Feeding frenzy,” Rocky Mountain News, Janet Forgrieve, Feb. 18, 2006
“Chipotle: Fast Food with Integrity,” Businessweek, http://goo.gl/l73fN
“Food With Integrity,” Chipotle.com, http://goo.gl/5SP20
“The World’s 50 Most Innovative Companies,” Fast Company, Danielle Saks, http://goo.gl/7H771
P&G Brands Provide Relief to Those in Need
With all the news, images and heartbreaking videos coming out of Oklahoma, it’s impossible not to be saddened by the devastation left behind after this week’s storms. It is times like these that it’s easy to get distracted by all of the sad news and forget to notice what else comes from natural disasters like this: compassion, support and a helping hand.
Often large national brands and corporations are criticized for being too big and uncaring, but in some cases that couldn’t be farther from the truth, and a great example is Procter & Gamble. P&G is one of the largest consumer goods companies in the world, and it has done a fantastic job creating cause-related marketing through a number of programs. TheTide Loads of Hope, Duracell Power Forward and P&G Relief Center programs help communities by providing basic, but absolutely necessary services during a time of need.
P&G states, “We all know in the wake of a disaster, many of the simple things like clean clothes, a shower and making a phone call to loved ones become difficult. In an effort to restore a sense of normalcy, P&G people and our brands join together to help relief workers and families whose homes, clothing and personal items have been impacted and help to renew a sense of hope in a difficult time.”
It’s hard to understand how comforting such small necessities can become during these times. Below are three of P&G’s most successful relief programs (mentioned above), and more information about what they provide to families and relief workers in need.
Tide Loads of Hope
Tide Loads of Hope started after Hurricane Katrina. Since its inception, Loads of Hope has travelled to 31 different cities (that’s 40,025 miles!) and has helped 27,128 families by washing 35,717 loads of laundry. P&G acknowledges that Loads of Hope has become the pillar of the Tide brand and is now the No. 1 source of traffic to the Tide website.
Duracell Power Forward
We live in a highly connected world, and after a natural disaster, there is both an immediate and ongoing need to stay connected so we know loved ones are safe. But, finding working power outlets in these times can be a challenge. Following in Tide’s lead, Duracell rolled out its Power Forward Community Center in 2010 and more recently, its Rapid Responder, as a way for people in disaster stricken areas to charge their devices and distribute batteries. A marketing executive for Duracell said, “This is what the brand is about – empowering people through devices; connecting their families.”
P&G Relief Center
Staying true to the notion that after a disaster the smallest forms of normalcy can feel comforting, P&G recently launched the P&G Relief Center. This provides those in need of showers or personal items a place to go. The brands that can be found at the Relief Center are: Always, Secret, Pantene, Olay, OralB, Crest, Ivory, Tide, Gain, Duracell, Old Spice, Head & Shoulders, Aussie, Pampers, Mr. Clean, Joy, Dawn, Febreeze, Swiffer, Iams and Eukanuba.
Efforts like P&G’s remind us that even in a world where sad news always seems to overtake our media outlets, there is still a lot of good happening out there. And, it’s not just people in the local communities, but large national brands as well.
Branding 101: Product Placement and TV Shows
Branding has become such a general term – a catch-all for everything relating to a brand: names, logos, portfolio organization (we call this architecture), advertising, public relations and marketing. In its purest form, branding is defined as “the promoting of a product or service by identifying it with a particular brand.” So, sticking with this black and white definition, we’re going to focus on the evolution of product placement in television shows.
Historically, product placement could be as simple as the use of Reece’s Pieces in the movie “E.T.” (one of the most memorable examples of product placement), or as obvious as Fed-Ex in the movie, “Cast Away.” Television show equivalents are Carrie Bradshaw’s Apple laptop in “Sex in the City” and the recurring iPhone or Chevy presence in “Glee.”
What’s the evolution of this type of branding? Instead of simply placing a product in a show, it’s actually written into the script. When done well, viewers aren’t hit over the head by the placement, but are, instead, quite pleased with its integration into the storyline. Television viewing has become complicated for brands. And, with the emergence of DVRs and streaming options like Netflix and Hulu, a shift to incorporating products into plots is necessary.
Scripted versus Reality
Scripted television shows have gotten pretty creative when it comes to product placement. A few examples are below.
- Possibly the most famous (or infamous, as the case may be) is “Sex and the City.” The show’s primary focus on fashion and NYC style made brands like Manolo Blahnik and Jimmy Choo household names. But that’s only the tip of the iceberg- Gucci, Louis Vuitton, Prada and Versace made multiple appearances as well. And, the show’s incredible success eventually led to a myriad of product placements in the first “Sex in the City” movie.
- Throughout its seven season run, “30 Rock” became somewhat synonymous with product placement. Some endorsements were exceptionally funny, e.g., Verizon, while others were a branding cash cow, like Kraft’s sponsorship of “30 Rock’s” Kraft sponsorship storyline. Talk about product placement coming full circle!
- “Revenge” took product placement and sponsorship to an entirely new level in a November 2012 episode. Target and Nieman Marcus were the ONLY sponsors of the show, and the ads featured a storyline that was a subplot of the main episode, and even included the show’s main characters. “It was a whole new level of integration,” said Jeff Jones, Target’s chief marketer.
Reality versus Scripted
Product placement has absolutely exploded in reality television shows. Check out these examples:
- In a single month, “American Idol” has inundated viewers with more than 200 in-show product appearances. The most notorious placements? Coca-Cola, AT&T Wireless and Ford.
- “Biggest Loser” repeatedly incorporates Subway, Extra Sugar Free Gum, Ziploc and Brita into its programming.
- And, “Extreme Makeover: Home Edition” leveraged brands for rebuilding homes as well as for family vacations. Examples? Sears, Ford and Disney.
Does product placement really build brand awareness?
Reviews are mixed. Psychologically, the mere exposure effect suggests that people feel a preference for things simply because they are familiar. Need proof? Reese’s Pieces experienced a 65 percent increase in sales after its placement in E.T. So, if you subscribe to this belief, then more equals better for your brand, but viewers don’t always agree. There is a very precarious line that brands have to be careful not to cross, or they may lose some of their followers.
Knowing all of this, here are some final points to ponder: Which brands have you noticed in your favorite TV shows? Does your show handle the product placement well, or do you end up rolling your eyes when you see it?
Sources
Merriam-Webster
“’30 Rock’ Satire of Kraft Sponsorship Is Sponsored by Kraft,” New York Times
“Target, Neiman Marcus Look to 'Revenge' to Launch Anticipated Holiday Collection,” Ad Age
“Product Placement Hits High Gear on ‘American Idol,’ Broadcast’s Top Series for Brand Mentions,” Ad Age
“Mere Exposure Effect,” PsychCentral
“Product Placement Can Be A Lot More Powerful Than We Realize,” Psychology Today
To Vine or Not To Vine
So, what’s Vine? It’s a Twitter-owned mobile app that lets users create and post up to six-second video clips. Basically, its video creation meets stop motion animation meets mobile flexibility.
What does this have to do with branding? Well, when you think about it, a lot that can happen in six seconds. And, for that matter, resourceful companies can dynamically show off their brands in this free, easy-to-use, instantly-social platform.
Tips and Tricks We’ve Learned So Far
- Keep it simple. This is easily the #1 bit of advice for Vine. It’s best to stay with two to three concepts in one video. And do your best to stick with clean transitions.
- Really think about what you’re filming. Is six seconds of a MetLife blimp flying through the air all that compelling? Does it tell a story? Not really. Once you think through the story you want to tell, use your video to make it come to life.
- It can be quite awkward at first. Holding your finger down on your iPhone screen while keeping it steady and making sure you capture what you want…is, well, a bit of an art form. Don’t get frustrated. Just know that it may take several tries before you perfect your vision.
- Guess what? There’s audio, too! And audio can really add dimension to your videos. (Or detract from them, so pay careful attention to ambient noise while you’re filming.)
Tips and tricks aside, companies shouldn’t use Vine just to jump on the bandwagon. If there isn’t a clear purpose for your account, then don’t do it. Addison Whitney has just started exploring Vine (check out our first video [with audio!]), but if we play with it for a month or so and we don’t feel like it’s effectively building our brand, then we’ll learn from our experiment, move on and focus on what works for us.
We’ll leave you with a few of our favorite Vines so far. They’re inspiring creativity while building their brands. Good stuff!
- GE: Over the years, GE has created an incredible social media presence and its Vine account is no different. This particular Vine is a done exceptionally well, and shows science in a beautiful, practical way.
- Urban Outfitters: This Vine from Urban is a bit more playful, but the rest of its account is worth perusing as well for unique ways to leverage your product portfolio through Vine.
- MSNBC: This Vine gives a quick snapshot at a day in the life of MSNBC. It’s a neat inside look at the network’s goings-on.
- BuzzFeed: The BuzzFeed brand is notoriously tongue-in-cheek and this Vine articulates that sentiment perfectly.
Is Fido the Next Ideal Target Audience Member? A look at brands that have extended into the world of pet products
Brand extensions are a common way for established brands to profit from untapped markets that their current product line does not appeal to. By entering into an entirely different product category, these brands can attain these customers and, if done correctly, the extension can be a very lucrative endeavor. For example, Ralph Lauren’s Polo brand successfully extended from a clothing line to home furnishings, such as linens and towels, and beyond. But if a brand extension fails, the parent brand runs the risk of diluting or damaging its brand image and equity.
So why would a well-known brand enter into an entirely unrelated product category, such as pet products? In an interview with Extendonomics, Maria Peevey, CEO and Creative Director of SimplyShe, a leader in the pet lifestyle category, said, “Pet parents increasingly want the same treatment options for their pets as they have for themselves.” These “pet parents”, not pet owners, will go beyond the basic pet needs such as kibble and vet visits and strive to pamper their pets. Brands, such as Martha Stewart, have extended into this category in order to reach these pet-centric customers and provide them with products that allow them to share everyday human luxuries with their pets. Now you can sit on your Martha Stewart couch and read your Martha Stewart Magazine while your pooch lounges on his Martha Stewart dog bed.
When brands consider making the leap into a new category, they must decide if the move is a good match for their brand’s mission and goals. For luxury salon brand Paul Mitchell, moving from human hair care to pet shampoos seemed like a natural extension. This belief brought to life John Paul Pet, a company dedicated to providing “pet care with a salon pedigree.” While there are mixed reviews about the success of this brand extension, with some critics stating that this decision significantly eroded the luxury salon brand, others argue that if pet parents want their dog, cat of even horse to use these high-quality, pH balanced products, then they should have the option. Both brands have banned animal testing on their product lines and John Paul Pet supports non-profit organizations including The Humane Society of the United States and the Best Friends Animal Society.
Another well-known human luxury brand, Omaha Steaks, has ventured into the world of pet products and now offers Omaha Steaks Pet Treats. These cat and dog treats are made from genuine USDA meats and often require refrigeration after opening, a fact that may cause some confusion among pet parents who are looking for some steaks to grill. In her interview, Peevy noted that it is easy for brands to transition into the pet market because they can use excess materials to make the products- leftover fabrics are used to make pet clothes, unused leather from a belt makes a great dog collar and meat that wouldn’t live up to a human’s expectation from Omaha Steaks can be made into a yummy dog treat.
Successful pet brand extension companies all have one thing in common- they know they are selling to humans. These pet parents want their companions to have the same things they love, whether that’s clothes, furniture or grooming products. Tell us what you think of these brand extensions in the comments below.
Mixed by Lily Brock
Birchbox Delivers Brand Satisfaction
They say good things come in small packages. With products ranging from Luna bars, perfume, earbuds, green tea and mascara, brands are seizing the opportunity to distribute product samples in a little package called, Birchbox.
Birchbox.com, is a subscription-based service that delivers a monthly box of beauty samples to your door for a small fee of $10 a month. This NYC centered business was founded by Katia Beauchamp and fellow Harvard alum Haley Barna in 2010. Birchbox chooses products based on a beauty profile you complete when you sign up. From a brand’s perspective, this is a way to upsell existing customers and to acquire new customers by putting the product in front of them that they may not otherwise have been exposed to. A recent box brought me a fun colored nail polish, Kate Spade perfume and a delicious-smelling hand cream. I was so excited to receive my box of goodies, it felt like Christmas as I opened it! In my opinion, Birchbox satisfied me as a customer as it delivered products that I currently use and a few I hadn’t experienced before. I loved the hand cream and bought it on the Birchbox website once my sample size diminished. Bottom line, both Birchbox and the brands benefitted from my purchase that day!
Birchbox has been on the market for two years and has seen rapid growth, both with new female consumers and new business partners, such as major brands like Kiehl’s and NARS. It offers a way for big brands to get their products into the hands of young, e-happy customers with money to spend. Over 200 brands have joined Birchbox because they see the benefit of pushing their products to female consumers each month. Brands such as Elizabeth Arden are scrambling to give away samples to Birchbox’s more than 100,000 subscribers as they see the value in distributing their products to females who love a new beauty item to brag about.
The startup has been so successful gaining female consumers that Birchbox Man launched in April 2012. Now, guys can sign up and, for $20 a month, get their own “Birchboxes.” Products shipped in the boxes will include shaving cream, cologne, headphones and watches, with more lifestyle and tech items planned for the future.
Birchbox is a place where brands can find new customers and engage with them in a very intimate environment-their homes. This subscription-based system introduces customers to small and large brands, helps smaller companies start to find their consumer base, and larger companies find new audiences.
For a small fee and new products shipped to your door each month, would you sign up for Birchbox?
Brands Take to the Sky for Higher Reach
Airport security checkpoints create lines, pat-downs and frequent headaches for travelers. There are also the dull colored table trays on airplanes that make your snack and beverage look, well dull. Airlines have long wanted to engage travelers through these mediums so it was naturally when they invited companies to place advertisements on security checkpoint bins and on table trays to make it a more positive experience for travelers. Does this form of advertising work? Brands think so and are taking advantage of this advertising avenue.
Security Point Media, the leader in airport passenger security checkpoint advertising and the innovator of the Secure Tray System worked up a plan to provide free bins to airports in exchange for the right to sell advertisements on the bins. During a recent trip from New York to Boston, I noticed the ads at JFK airport. As I placed my shoes and other items in the bin, I saw an ad for Zappos that said “Place shoes here, buy shoes here.” I thought it was clever and made me remember that Zappos is a great store for shoe lovers and it distracted me for a few minutes as I made my way through the line. In my opinion, the ad worked as it was colorful, simple and reminded me how much I liked the brand and the products they offer. Brand recognition and recall are much more likely when advertising serves a practical purpose and is helpful to consumers.
Los Angeles International Airport, one of the program’s first test sites, was able to purchase long tables, seating, floor mats and other equipment from the ad revenue they have generated since the start of the bin advertising program. Airports like the program because it gives them a little bit of extra money and helps improve the checkpoint experience for passengers. Brands like Zappos are also helping absorb the cost that TSA would normally have to spend buying the equipment needed for security checkpoint. Sounds like a win win to me!
Another way to reach frequent travelers is by smacking an ad on a table tray while they’re on the airplane. On a recent flight, I saw an ad for Visitrichmond.com that did a great job of showcasing their cities history by having an ad that said “History. Rated “Gee!” From chilling ghost stories to thrilling roller coaster rides, history is for kids of all ages.” The ad featured a group of people enjoying a roller coaster ride. Whether it’s an ad for a hotel, cell phone or a tourism push for visitors, brands are gaining maximum exposure as the advertising images cannot be avoided.
While media companies believe table tray ads provide up to 3+ hours of guaranteed exposure and attention and a clutter-free environment with zero distractions, I believe frequent travelers would question if the ads make as much of an impact as companies would have liked. In a busy traveling world where people are rushing to get to their gate, do people notice advertisements on check point bins and table trays or are they more concerned with making their flight?