Pizza box into the most hot ＂billboard＂

Everything started in 1999 are opportunities that dinner. When Eric Cohen and his wife, Joyce side with a bunch of friends talking munching pizza edge ubiquitous Internet advertising, Eric accidentally glimpse of pizza boxes in vain without words, a wonderful idea spontaneously ......

The next year, the couple pizza box manufacturers to cooperate with a company called Avco jointly opened Mangia (Italian, meaning "eat") media company. The situation can only be used after the "hot" to describe, Verizon, Time Warner and high

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Kellogg's other well-known brands are on the Mangia pizza boxes, so far the company advertising revenue has exceeded $ 25 million. Excellent advertising vehicle

Today's business trends clearly show that the surprise move is a key factor in long-term success. According to Nielsen's survey, television advertising is increasingly losing its appeal to young adult males, the popularity of digital surveillance system DVR users can skip commercials, and other marketing tools such as spam became a consumer nightmare.

But pizza is different, according to Eric's words, "Everyone happy to see it." Pizzaware.com had done to statistics, Americans eat pizza one day the area had more than 100 acres, which fully demonstrates the Americans ubiquitous "pizza Complex."

In the advertiser opinion, pizza is covered with large span ages excellent customer support, the audience can extend from 18 to 34 years old. Extraordinary advertising effectiveness

Customers will always be concerned about this question: "Those leftover pizza boxes will be put where?" Mangia answer is: "They will often be placed beside the front of the computer or TV," for the Internet and media companies, as well as what better place than here has the effect of advertising it?

TBS Sports Channel Marketing Director BoHeiner also believes that the unique media Mangia pizza box exactly what they want. After tried outdoor advertising, TBS this year turned Mangia.

In fact, college football campaign TBS those pizza lovers in the middle of a big success. Mangia specially designed pizza box with a light-sensitive element, and in Chicago, Houston and other cities payment. When the pizza box open, the court will issue a similar cheer sound, followed by the TBS slogan. Trying to be more professional

While unique creative Mangia obtained extraordinary market response, but it also faces a dilemma: higher advertising costs. A dual-color advertising pizza boxes cost about 17 cents each, four-color, then you need 26 cents a. Of course, the strange box design fee is more expensive.

Advertisers generally believe that playing an ad on pizza boxes, television and newspaper advertising costs in fact comparable, but the effect is difficult to quantify numerically.

In addition, each industry is not pizza boxes are suitable for use as an open channel for potential customers "stepping stone." Harvard Business School marketing professor RajivLal this to say: "This is not a one size fits all clothing, for an advertiser does not mean that others can also be effective."

Cohen was obviously deep understanding, he said that although the market will have some limitations, but as long as Mangia able direction towards more specialized in certain areas of development, in return for a small and medium enterprises market is already very generous of. "After all, we created the worst since the Great Depression in the advertising environment in a successful business model." Cohen said proudly.

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