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In this tough economy, coupon use is growing. Last year marked the first time in 17 years that consumers used more coupons than they did the year before, according to one researcher. The new wrinkle the past two years is that vendors have become more involved with distributing the bottles, rather than simply handing them over to the advertiser to distribute.
Top venues for water-bottle giveaways include hospitals, meetings and conventions, trade shows, spas and resorts, golf courses and colleges. Water bottle advertisers can also use the more traditional approach of handing the bottles out themselves. For example, after completing an inspection, an auto shop could place a complimentary bottle of water in the cup holder of the customer’s car, with a label coupon for a discounted oil change on the next visit. In addition to coupons, labels can also include a call-to-action prompting the consumer to text a code to a particular number in exchange for a special offer.
The size of the label varies depending on the bottle size. Water bottles are available in 8-, 12-, 16.9- or 20-ounce sizes. Most have traditional caps, but sports caps, which allow you to squeeze out the water through a tiny spout, are available for an additional fee. Advertisers generally order 24 or 48 cases, which come 24 bottles to a case. The water can last up to two years if stored in a dark, temperature-controlled environment, but it's generally recommended that the bottles be distributed within six months. Markets Water bottle advertising can be done in any market. Shipping to the market generally takes a maximum of five days. Numbers Over the past decade, bottled water consumption in the U.S. has boomed. The average American consumed 28.5 gallons of bottled water in 2008, the latest period available, according to the Beverage Marketing Corp., a beverage industry research and consulting firm.
And usage of coupons from all sources, from direct mail to inserts to bottled water labels, was up last year, according to Winston-Salem, N.C.-based coupon redemption tracking firm Inmar. Some 3.3 billion consumer packaged goods coupons were redeemed in 2009, up 27 percent from 2.6 billion in 2008. Inmar says brands issued 367 billion coupons in 2009, the most in more than 30 years. How it is measured Advertisers can measure impressions by counting how many bottles are distributed. They can also track coupon redemption rates. What product categories do well Frequent ad categories include restaurants, auto mechanics, fast food, electronics, retail, telecommunications and banks. Demographics Among those who have consumed bottled water in the past seven days, 51 percent are female and 49 percent male, according to Scarborough Research. Twelve percent were ages 18-24, 18 percent 25-34, 19 percent 35-44, 19 percent 45-54, 15 percent 55-64, and 17 percent 65-plus. Fifty-four percent had an annual household income of $50,000 or more, with 36 percent at $75,000 or more and 21 percent at $100,000 or more. Making the buy Lead time is typically one month, which includes time to design, approve and print the labels and ship the bottles of water. Pricing varies by volume but ranges from roughly 50 cents per bottle for high-volume orders to $1 for low-volume orders. Who’s already on water bottles Recent water bottle advertisers include BlackBerry, Hard Rock Café, Sony, Aero Toy Store, Elle Homme Holistic Spa, Wenzel’s Auto Service, Royal Caribbean Cruises and Motorola. What they’re saying “What’s been innovative recently is getting people to put specific coupons on their bottles. In a lot of cases that has provided a great return on investment. It’s not your average promotional product because it actually has a chance of getting someone a positive return in a quantifiable manner.”– Steve Levinson, president of Water Promotions. Web site info UltraPure Systems http://www.ultrapuresystems.com Water Promotions Bottle Your Brand Just Ad Water
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