Marketing Messages That Stick

Pizza Market Place:

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.