Chris Huebner from Mac Mannes, Inc. provided us with the following item, which focuses on how new conservations laws will affect the mobile advertising market.
On June 2nd, the DC City council voted unanimously to assess a 5-cent tax on both plastic and paper bags used by certain retailers. Retailers would keep a penny of each bag sold while the remaining 4 cents would go towards Anacostia River cleanup. The proposal will be voted on again later before being enacted into law. San Francisco has banned the use of plastic bags and Seattle has pending legislation.
As a result, the use of non-woven, canvas and nylon bags has skyrocketed. Bags have always been a favored mobile advertising medium. Supporting data includes an Advertising Specialty Institute survey of end users to determine the effectiveness of promotional products versus other advertising media. Survey highlights include:
In The Bag!: Bags were reported to be a frequently-used promotional product, an average of 9 times per month – even more than apparel.
Very Impressionable: Bags made the highest number of marketing “impressions” during their use, approximately 1,038 per month.
Staying Power: Even more remarkable, bags were kept the longest, an average of almost 9 months. That’s nearly 10,000 marketing impacts over the life of the bag!
User-Friendly: More than 90% said their reason for keeping a bag was because it was considered “useful”. The second most cited reason was its “attractiveness”.
Total Recall: More than 90% could clearly identify the advertiser who gave them the bag and more than half (53%) said they now had a “more favorable” impression of the advertiser. Best of all, 68% reported doing business with the advertiser after receiving the bag!
Highly Cost Effective: The overall “cost-per-impression” for bags averages only $0.002. That’s less expensive than traditional media such as prime time TV ($0.019), cable TV ($0.007) or national magazines ($0.033).
Corporations interested in using mobile advertising to get their message across will have a huge opportunity to broadcast their message using a mobile, reusable walking billboard.
Contact Mac Mannes Inc. for additional details regarding bagvertising trends.