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Beer Coasters Will Drive Visitors To You
By Keith Tomlinson
If you want more traffic on your label’s website, the simple, useful and well-accepted coaster may be the answer! A recent German market survey describes the coaster as one of the consumers’ favorite forms of advertising. Survey participants classified coaster ads as entertaining, eye-catching, appealing and non-intrusive. More than 50% would take a coaster home with them – and they’re a lot more useful than a soggy cocktail napkin. Their durability is what makes coasters a viable advertising format.
The direct marketing situation is ideal. Your customers come across a coaster in their free time in a relaxed atmosphere where their attention will be drawn to the coaster on the table. With your brewery’s website address prominently advertised, the message is immediate. Integrating creative ideas such as contests, merchandise sales and the promise of details on your website will prompt the customer to visit the site and extend the temporal attachment to the advertising medium. If you have joined the growing number of companies buying advertising space on the home page you will see how coasters or mats drive up the traffic count.
The next step is getting your mats under the noses of your target audience. Of course it is common practice to supply coasters to the brew pubs, restaurants and clubs that sell your beer. Let’s extend the market! Do you sell your product in cyber-pubs, or non-alcoholic beverages in cyber-cafes? Providing coasters to these venues is a marketing opportunity that is bound to succeed.
Besides making coasters available at your booth, roam the crowds at festivals giving out coasters as you go. Contact sporting events and local fairs offering gardens – you will supply their coasters! When your company sponsors
or provides beverages for a charity or special event, include coasters in your handout goody bag.
Contests are an interactive way of attracting attention to your coaster and on to your website. Along with your logo and company name, ‘Win A Pub Crawl In New York’ is sure to get attention! Add an arrow or ‘turn over coaster to learn how’ and use the flip side to ask the customer to visit your website for details.
Contest advertising on coasters is ideal for distribution at events and festivals. Attend with a display table and a computer with your website running so people can enter and join the fun instantly. Signage will prompt those present to look at the coaster and visit your site.
Coasters are collectible. A simple Internet search proves their popularity. Including your brewing company’s website address on special collection editions, lottery or coupon campaigns, etc., will enhance the coaster’s value for enthusiasts and coaster collectors.
Remember, coasters may not be potable but they’re portable. Not many customers take home a bottle with its label, set it in front of their computer and log-on; but they will take home a coaster! Keith Tomlinson is President of Excalibur Communications, the company that created www.TheBeerHomepage.com Pixel Marketing web portal. Visit www.thebeerhomepage.com to find out more about this exciting and fun new way of advertising.
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