||Wok up the town,
Putting your messages on takeout containers
By Kathy Prentice
Watch out, burgers and pizza. Chinese and
Thai are edging their way up the charts as popular takeout foods across
America and along the way are offering new marketing opportunities for advertisers.
Fast disappearing are the days when takeout containers
carried only the logos of the store, such as China Palace or Thai Won On.
Now stores are offering advertisers the opportunity to distribute
coupons with the wonton and to print their ads on the exterior of containers
used for takeout, delivery and taking home leftovers.
To find out how to get
your client on Chinese takeout containers, read on.
This is one in a Media
Life series on buying the new out-of-home venues. They appear weekly.
Ads printed on the exterior of Chinese takeout containers.
Media Life talked with two companies that provide turnkey
advertising services for advertisers placing copy on Chinese food takeout
containers. They are:
- ALT TERRAIN (www.altterrain.com), headquartered
- PromoConcepts, headquartered in New York
How it works:
Ads can be printed
on a variety of container sizes. Copy appears on the two sides that don’t
have folds and handles.
Promotion companies handle production and distribution
Creative is provided by advertisers.
ties into the Chinese food theme, says PromoMedia president Marc Friedman.
Printing is usually
available in one or two colors.
Branding both existing and new products, as well as
services, is the typical goal.
“They can be used for a new store opening or a web
site launch,” Friedman says.
and promotions work well on the containers, says Offline Promotions CEO
“There should be an action motivator, something that
drives consumers to get something or submit information, in the store
are used in stand-alone and mixed-media campaigns. “It’s a buzz-generating
media,” Friedman says.
Containers and other PromoMedia products like cups
and pizza boxes are often combined with other out-of-home options, like
taxi tops and billboards.
National and regional advertisers predominate. “A national
bank might buy New York City to promote its local branches,” Friedman
Targets can be cherry-picked,
Friedman says, though not individual restaurants.
“An advertiser can choose restaurants around commuting
hubs or Wall Street or the Upper West or East Side” of New York.
Offline Promotions' clients can cherry-pick regions or zip codes
within markets, Salacuse says.
boxes are available in Manhattan, Brooklyn, Los Angeles, San Francisco,
Chicago, Washington, D.C./Baltimore, Boston, Philadelphia, Houston, Dallas,
Detroit, Atlanta, Richmond, Cleveland, Seattle, Portland, Miami, Pittsburgh,
Sacramento, San Diego, Hartford, Providence, New Haven, Austin, Hoboken
and San Antonio; and in over 40 college markets including Ann Arbor, Albany,
Syracuse and Gainesville.
While New York City
has been the most popular market for PromoMedia Concepts’ Chinese food
containers, they’re available in most major markets.
Measurement is by number of containers, which are sold on
a per-unit basis. CPM multiples can be applied, Friedman says.
Although numbers aren’t documented, containers are often shared by
two and three consumers, Salacuse says.
What product categories do well?
Media, consumer goods,
web sites, fashion, finance and office supplies.
“Business-to-business products work well,” Salacuse
says. “Think of businesses ordering while people are working later or
after a long day.”
Cantonese Chinese tops the list of ethnic cuisines, with Mandarin,
Hunan and Szechwan tied for fourth place, in a 1999 survey measuring awareness
of ethnic foods by the Washington, D.C.-based National Restaurant Association.
Reaching an adult
audience is the advertiser's primary demographic goal, Friedman says.
“Whether the containers are used for leftovers or to go or
are delivered, the containers have a repetitive audience because they
sit in the refrigerator for a week or so.”
Campaigns can be customized
to reach specialized audiences like college students, Salacuse says.
Making the buy:
PromoToGo, a division
of PromoMedia Concepts, handles advertising on quart and pint containers.
Lead time with creative
in hand is six to eight weeks.
Contracts are by number
of units, with typical quantities ranging from a quarter million to several
million. Advertisers can designate the length of a campaign, Friedman
says. “We can do two million in one month or have them last several months.”
Exclusivity is negotiable.
Factors affecting pricing include quantity, markets and number of
colors used in printing. Contact PromoMedia for specifics, as prices vary
widely. Contact Marc Friedman at 800-399-CUPS.
sells advertising on several sizes of containers. Lead time with creative
in hand is 60 days.
Factors that affect pricing include quantity, coverage
and quality, Salacuse says. “Sometimes clients want thicker containers
or specific ink coverage.”
Who’s already on take-out containers?
Kenneth Cole, Worldspy.com,
Techs.com and others.
What they’re saying:
“Chinese takeout containers
are great because they deliver the client’s message directly into home
and office environments, often are shared by several people and then are
placed in a refrigerator, generating exposure two to four more times a
day,” says Salacuse of Offline Promotions.
August 27, 2001 © 2001 Media
-Kathy Prentice writes about out-of-home
advertising for Media Life, penning her stories from the resort
town of Traverse City, in the upper reaches of Michigan.