Out of Home
Your client's handy message at clubs
By Kathy Prentice
Apr 16, 2007, 01:02

Stamping the hands of young adults with an ad logo as they enter clubs and other night spots delivers a timely message to a targeted audience in an environment where they’re less likely to be exposed to traditional ads.

Hand stamp advertising is new in the U.S. after launching in India, Australia and the UK.  

To find out how to get your client’s message imprinted on the hands of party-goers when they’re out on the town, read on.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Ads on the hand stamps that are used at the entrance to clubs and events.

Who
Zoom Media and GoGorilla Media, both of New York.

Advertiser logos and messages are stamped on the hands of consumers as they enter night clubs, sporting events and other venues.

Clubs and bars are the most common venue for hand stamps but they can also be used at fairs, festivals and other events, says Zoom Media vice president Patrick West.

Hand stamps are used for branding and promotions, says GoGorilla senior account manager Suzanne McNamara.

Creative is provided by the advertiser and is usually centered on the company logo. Promotions and web site addresses are often included.

“The message has to be clear and to the point,” Zoom’s West says. “For HBO’s show ‘Entourage’ we simply used the message that it debuted that night, so it was on the top of people’s minds when they were leaving a venue.”

Ad space is generally 2 inches by 2 inches or 2 inches by 3 inches. Imprints are in one color.

Hand stamps can stand alone or be part of a media mix, used in conjunction with cocktail napkins, branded bar glasses and restroom ads, for example.

Markets
Zoom's hand stamp markets include Atlanta, Boston, Chicago, Cincinnati, Cleveland, Dallas, Denver, Detroit, Houston, Los Angeles, Madison, Miami, Milwaukee, Minneapolis, New York, Orlando, Philadelphia, Phoenix, Pittsburgh and San Francisco, among others, and West says new markets can be added.

GoGorilla’s program is available in the top 25 DMAs.

How it is measured
Measurement is based on average nightly head counts provided by the venues, West says. “The ROI technique applied to this program is not intense. It’s hard to do an audit of this. That said, advertisers participate because they are comfortable with the compliance we’ve set up.”

Attendance counts provided by each venue are also used by GoGorilla.

What product categories do well
Entertainment, including TV and movies, top the list, West says. “They can target a specific launch day within a very short window.”

Consumer electronics, packaged goods, fast food, cabs and retail sales are also a good fit.

Spirits, wine and beer are also top categories in markets where alcohol ads aren’t restricted.

Demographics
Groups are targeted by type of venue and location. The general demographic is 18-34s, including 18-24 college students and young adults 21-29.

GoGorilla’s program targets 21-29s, though programs can be designed for club-goers 18-35, McNamara says.

“We can reach women on ladies' night out or target by neighborhood or alternative lifestyle clubs.”

Making the buy
Zoom: Lead time is four to six weeks. Campaigns generally include each venue using the stamp on one selected peak night per week for one month, though campaigns can be customized.

Factors that affect cost include the number of venues, the quality of venues, with upscale venues costing more, the cost of staffing, which can vary by market, and the length of the campaign.

GoGorilla: Lead time is four weeks. A minimum buy is five venues per market for one night. There is a cost break for multiple nights.

Cost ranges from $1,000 to $1,500 per club per night, depending on what market and which night of the week.

Who’s already on hand stamps
Zoom Media advertisers include HBO, Burger King and Sony PSP.

GoGorilla is launching its program.

What they’re saying
“You can only touch people in so many ways, and this is used in a specific way in a specific place to drive people to action late at night.” – Patrick West, vice president of experiential marketing at Zoom Media

Web site info
Zoom Media at www.zoommedia.us

GoGorilla at www.gogorillamedia.com