I just read about an application that I think is great for digital printing. In this case, the volumes justified offset, but I can see the application being duplicated on smaller volumes in local markets.
As reported on Boston.com, select U.S. Airways Shuttle flights from Logan International Airport offered passengers a snack box — paid by a sponsor who paid to print a commercial message on the box. The airline distributed 100,000 free snack boxes in three weeks to a completely captive audience. This demographic was chosen for its closeness to the marketer’s ideal customer profile.
The shuttle, which covers the business-heavy route between Boston, New York, and Washington, was chosen for its passenger list, which includes many of the high-income professionals who are [the company]’s target customers.
It’s such a no-brainer type of campaign that I’m surprised we don’t hear about more of them. With the capabilities of today’s digital presses to print on light carton board and foil, this is the type of thing we ought to be hearing about on a more regular basis.
Where else could this be done? Local fairs? Municipal buses? Even small, local businesses could be prospects for these types of highly targeted campaigns. We could be looking at runs of 1,000 – 5,000, if that. Even on a local level, there are myriad opportunities.
Any readers doing similar campaigns? If so, please share some of your stories.