Advertisers targeting upscale families enjoying downtime can place their brand and samples on and in beach bucket giveaways. The buckets are handed to vacationers as they arrive at their upscale ocean-side cottage rentals on Cape Cod.
To find out how to get your client’s message into the hands of consumers on their first day of vacation, 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 are placed on plastic beach buckets that are filled with samples and other promotional giveaways for distribution to high-end cottage renters.
Who
Beach Buckets is headquartered in Cape Cod, Mass.
How it works
Advertisers place their product samples, brochures, coupons and other promotional items inside beach buckets that are distributed to vacationers renting homes on Cape Cod.
The program is called Beach Buckets.
Creative often ties into the beach theme. For example, a supermarket used a flyer advertising free breakfast foods for arriving vacationers to prepare in their rented beach homes.
Advertisers also use branded golf tees, crayons and other items to promote their products, says director of community relations Sarah Cusick.
The exterior and lid of the buckets are also available for branding. The creative is usually a theme-based graphic with the sponsor logo. Past years have included beach scenes, ships and landscapes. A sponsor can buy the bucket exterior, the lid or both. The ad space on the bucket is 6 inches high by 24 inches wide. The lid ad space is 6.5 inches in diameter.
Restaurant guides are also included in the buckets.
Advertisers are a mix of national and local brands.
Brands can sign on for the entire summer and for the entire beach or they can choose a limited run and target a specific area of the beach.
The branded buckets are distributed to tourists from May through October.
Product exclusivity is available.
The program is run by a non-profit that employs disabled adults to fill the buckets.
Markets
Currently the program is available on Cape Cod.
Numbers
Beach Buckets are distributed to 30,000 vacationing families or groups through 110 realty offices that handle vacation rentals.
There are approximately 35 items in each bucket.
How it is measured
Impressions are determined using the number of buckets distributed. It’s estimated that each beach rental property is used by 4.4 people for the course of the rental and additionally by other family members and guests. Also, the buckets are frequently recycled for beach play and visible to other beach goers.
Advertisers can include a call to action like a coupon and use redemption rates to further measure a consumer’s involvement with their brand.
What product categories do well
Health and beauty aids, snack food, confections, sunscreen, consumer packaged goods, travel and tourism, financial services, publications, retail and restaurants do well.
Demographics
A survey conducted by Beach Bucket’s parent company, CapeAbilities, with the Cape Cod Times, found that beach bucket recipients:
-are 52 percent female to 48 percent male;
-36 percent 17 or younger, 6 percent 18-24, 9 percent 25-34, 21 percent 35-44, 16 percent 45-54, 6 percent 55-64, 4 percent 65-74, and 2 percent 75 and older;
-34 percent with household incomes at $150,000 plus, 32 percent at $100,000 to $149,000, 30 percent at $50,000 to $99,999, and 4 percent at $49,000 or below.
Making the buy
Lead time is two weeks. Cost is $6,000 for the full season. Partial summer distribution is pro-rated.
Advertisers provide samples and printed promotions.
Who’s already on and in beach buckets
Bic, Shaws and Albertsons supermarkets, Comcast and Late July Snacks are recent advertisers.
What they’re saying
“From our perspective it’s a great way to reach our consumer target, women 18 to 45, when they’re relaxed and not stressed out. When they’re open to trying things.” –Susan Lanzarotto, director of shavers for Bic
Web site info
Beach Buckets at http://www.welcometocapecod.org
