| |
GOIN' MOBILE
Beverage
World
June, 2002
Any successful beverage marketer knows the value of optimum, effective
exposure. One of the latest media being employed to that end is
mobile advertising. "The reason that mobile advertising in
its many forms is so effective right now is because it's inexpensive,
quantifiable, and very accessible," says Sam Kaplan, vice
president of Mobile Advertising Group ( New York , NY ). One of
Mobile Advertising Group's most effective programs is Truckside
advertising--using a third part delivery truck to optimize a brand's
presence in a particular market. According to Kaplan, "the
program is executed at a low cost to the marketer because it's
cooperative in nature. “The CPM (cost per thousand viewers)
for Truckside advertising is 90 cents, compared to a half-page
black and white newspaper ad at $19.20 or a 30-second TV spot at
$16.25. Better yet, Mobile Ad Group has demonstrated success in
giving beverage marketers what they want at the end of the day--an
increase in sales. For example, Mistic saw a 29-percent boost in
sales over a two- month period after adopting a Truckside advertising
campaign with Mobile Ad Group. Dr Pepper/ Seven Up brands have
also felt a positive impact since adopting the Truckside campaign. "Year
after year we continue to see results from our TruckSide advertising," says
Jennifer Welsh, manager of media for DPSU, "and hope to continue
this success in years to come.
"The graphics themselves are high-resolution vinyl and certainly
aren't limited to use solely on the sides of trucks. This summer
Mad River Teas and Juices will be executing its "Wilderness
Summer Tour '02" campaign. Along with a branded beverage sampling
truck, the promotion features Vinyl Wrapped Mad River-branded kayaks.
< Back to Case Studies |
|
