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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 VinylWrapped Mad River-branded
kayaks. |
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