Why Should I Choose Coffee Cup Advertising?

You may have heard the words Dovetail effect in the advertising world, and especially in the coffee cup advertising business, and not understood what the term has meant. So you ask…

What is the Dovetail Effect?

The Dovetail effect, with reference to the coffee cup advertising business, is the path to purchase upon viewing an advertisement across a range of mediums, time and time again; finally, in viewing the advertisement on an advertised coffee cup at the top of consumers’ lips.

It is believed that if consumers notice an advertisement enough times they will seek information regarding the commercial. Scenario: You are on your way to work via public transport or car. You notice a billboard with an advertisement for Microsoft products. Upon arriving to your destination you walk past a bus shelter with the advertisement of Microsoft products for a second time. Before heading to your office you decide you need your morning coffee, and head to your café near your office. You ask the barista for your usual take away flat white and notice upon receiving the beverage, the Microsoft advertisement is on your take away coffee cup.

Having seen the Microsoft advertisement in 3 different medium types, in a space of time it has taken the consumer to arrive at work, has greatly maximized the inclination to research the product and company. It has been publicised that 84% of cups consumed in CBD’s, are consumed sitting at an internet accessible computer. (Source: Quantum 2007). Thus making coffee cup advertising, the strongest form of brand reinforcement in advertising.

This is where coffee cup advertising is a great form of building brand awareness and reinforcing the company and products they have to offer. In doing so leading the consumer’s path to purchase, which in advertising, and more so coffee cup advertising, is the Dovetail Effect.

Reach Specific Target Audiences 

Coffee cup advertising is a selected medium used by numerous companies for reaching specific target audiences. Unlike mass advertising on television, magazines, out of home advertising, internet and even direct marketing, coffee cup advertising can be placed to a specific target audience through cafes of selected target markets, and not wasted on the unsuitable audience. As defining target audiences gets more difficult, coffee cup advertising helps advertisers break away from the clutter of old and defines a new medium of advertising that reaches very specific audiences. 

One of many clients using Eat Media (the advertisement at the top of the page), for their coffee cup advertising, has been Microsoft. Microsoft had a campaign for their new Windows Mobile 6, in late 2007, who had a unique target audience they wanted to reach. With coffee cup advertising, Microsoft was able to reach the Blackberry business users through cafes were their selected target market was located. Their advertised cups were placed in cafes in and around cafes positioned in lobbies in financial institutions and accounting companies in the metropolitan business district areas. Better than Microsoft had expected, the campaign with Windows Mobile 6, was successful beyond what they anticipated and 9 out of 10 consumers were Blackberry users with sales of 30 units in the first week.

Coffee cup advertising is a great new medium for advertisers who need to reach that well defined target audience. As advertised coffee cups can be placed in any café in a location that is desirable for your target audience, reach is now not an issue and campaigns can be placed exactly where your audience is situated. Coffee cup advertising is the new medium for advertising. It cuts through the clutter of other mediums and it’s in your target audience hand for an average of 37 minutes (source: Quantum 2007). Enough time for your consumer to review your campaign and take action.

Simply:

Coffee cup advertising... It works!