Marketing messages that stick

Pizza operators have tried many ad gimmicks over the years, but few have stuck around like coupon magnets. Despite their slightly higher cost compared to boxtoppers and direct-mail postcards, magnet staying power is proven time and again.

 

"We consider the magnets one of our premium response pieces," said Mark Bishop, director of marketing for 19-unit Chanticlear Pizza in Fridley, Minn. "We try to schedule magnets at least twice a year in our promotions because of the return we get."

 

Unlike a TV or radio ad that lasts 30 seconds, an attractive magnet can hang around on the fridge door for months at a time — even long after its coupons have been used up.

 

Why do they work so well? Some marketing experts believe it's partially due to a magnet's mandatory interactivity.

 

"People love magnets because they can do something with them. You don't just throw them in the trash," said Rich Barber, creative director for Monster Magnets. "The average person visits the refrigerator eight times a day. So if you do the math — eight impressions per day for every person in the household with a product that has a shelf life of six months to a year — you can see why operators like to use them."

 

According to Barber, Monster Magnet clients claim they get response rates of 25 percent to 50 percent per promotion, well above that generated by shared-mail couponing.

 

But such a high return comes at a slightly higher cost compared to standard paper coupons. Depending on whether the operator chooses custom or stock art, costs range between 13 cents to 37 cents each, Barber said. But unlike most other ad vehicles, the magnets stick around for as long as six months, Bishop added. To trim his promotion costs, he gives some of the magnets away as opposed to mailing them.

 

"About 50 percent of the time they're direct mailed to our customer databases," he said. "But at other times we might offer them as a premium piece in a goodie bag or holiday packet we're doing for our customers."

 

 

Since Chanticlear sells only thin-crust pizza, Bishop said stock art wouldn't do in its pieces. "The stock art was cheaper, but we felt it was really important to show them the product that they'll receive."

 

Chanticlear's magnets come with eight detachable coupons bearing widely varied offers  that extend their shelf life as well.

 

"We typically have one really hot deal that'll drive them to call right away, as well as some combo meals on there with pizza, garlic toast and soda," he said. "We also try to persuade people to buy new products, too, so we'll have coupons for a free streusel dessert pizza if they buy something else."

 

Barber said Monster Magnets is close to completing a Web-based service that will allow operators to approve and make changes to their ads before they're printed on the magnets. It's something Bishop said "will save me a lot of time when it's ready. I look forward to that."