Retailer puts ads in public restrooms
We all gotta go sometime. That's the principle behind an ad campaign
by Dallas Gold and Silver Exchange, Dallas, TX. For four years, the jewelry
retailer has plastered its ads above urinals and on the insides of toilet-stall
doors. President Billy Oyster figures it's a good way to make sure folks
take a good, long look at what he has to say.
The bathrooms are in health clubs, high-end restaurants and nightclubs
places that attract youngish consumers with high disposable income.
The ads feature the retailer's used Rolex watches yep, Oyster sells
Oysters plus its diamonds, gold jewelry, coins and appraisal service.
They're text-heavy, Oyster admits, but that's no problem because people
have time to read them. Oyster spends $7,000 to $8,000 annually for the
ads, which appear in hundreds of local restrooms.
He's just one of the many marketers using offbeat, alternative advertising
venues. Some companies have started to stick their messages on fresh fruit,
while others spread the word over the floors of grocery and convenience
stores. Marketers are experimenting with commercials that run on TV-like
screens at gas-station pumps while people fill up their tanks, and they're
testing "talking" ads at automated telling machines as people
fill up their wallets. And before long, advertisers will be able to buy
time on cassettes that play in rental cars, according to The New York
The amount spent on such ads and other "out of home" media
is still a tiny portion of total advertising expenditures just about
2%. But it's growing fast, rising from $2.6 billion in 1990 to $3.8 billion
in 1996, The Timessays.
Copyright © 1998 by Bond Communications.