Your client on grocery store receipts
Just about everybody goes to the supermarket in a given week
May 13, 2013
The grocery store is all but unavoidable for your average adult, who visits the market at least twice a week.
One way for businesses to literally get their ads in the hands of shoppers is by advertising on the backs of supermarket receipts, usually with a coupon or some other call to action.
One advantage of grocery receipt advertising, beyond its wide reach, is it’s cheap, making it a possibility for even local businesses with smaller budgets.
To find out how to get your client on grocery receipts, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Advertising on the backs of grocery receipts.
Most markets have vendors that handle advertising on supermarket receipts, and some also run statewide or regional networks.
How it works
One side of register receipt tape is printed with a loop of ads from local businesses, typically four-color coupons that are 2.75 inches wide and either 1.5 or 3 inches high.
Receipt ad coupons work well for any product sold in the grocery store, to be used by the shopper next time they visit.
They also work for local businesses near the supermarket. For example, a local barber might use receipts as coupons for $5 off a haircut, or a fast food chain could offer a discount on a combo meal.
One potential drawback of receipt ads is the fact that it’s not easy to swap offers in and out. Unlike newer digital options that allow advertisers to change creative on the fly, ad copy can only be change once a month.
It is possible for advertisers to run more than one ad or coupon on the back of receipts at the same time.
Grocery receipt campaigns can be executed in any market.
There were 37,053 supermarkets with at least $2 million in annual sales in 2012, according to the Food Marketing Institute.
Consumers made an average of 2.2 trips to the supermarket each week, and total U.S. supermarket sales reached $602.6 billion.
How it is measured
Grocery receipt advertisers can track how many ads/coupons are distributed, as well as how many are redeemed.
What product categories work well
Recent or current supermarket receipt advertisers include fast food, consumer packaged goods, insurance, retail, telecom, restaurants and entertainment.
Among adults who spent at least $200 on groceries in the past week, 48 percent are male and 52 percent female, according to Scarborough Research.
Fourteen percent are ages 18-24, 22 percent are 25-34, 25 percent are 35-44, 21 percent are 45-54, 11 percent are 55-64, and 7 percent are age 65 or older.
Fourteen percent have an annual household income of $150,000 or more, with 17 percent between $100,000 and $149,999, 18 percent between $75,000 and $99,999, 17 percent between $50,000 and $74,999, 10 percent between $40,000 and $49,999, 16 percent between $25,000 and $39,999 and 8 percent below $25,000.
Making the buy
Campaigns typically run for four weeks, with lead time usually two to three weeks.
Pricing varies, but CPMs generally range between $4 and $6.
Who’s already been on supermarket receipts
McDonald’s, Taco John’s, Pearle Vision, Denny’s, Fantastic Sam’s, Sprint, Cricket, Blue River Bowl, RadioShack and Canyons Golf Course.
Web site info
Register Tapes Unlimited
Blue Line Media
Midwest Tape Inc.
Ads On Receipts
Receipt Tape Advertising
Register Tape Network
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