NORCROSS, Ga. ? While television audiences will not see Pretzelmaker?s newest music video, online viewers can groove to the four-minute ad made by a 16-year-old amateur artist, Nation?s Restaurant News reports. The video advertises the chain?s ?4 Buck Hook Up? promotion on the Pretzelmaker?s Web site and YouTube.
More and more businesses are turning to online messages to create buzz about promotions and products for a fraction of the cost of traditional advertising. ?TV doesn?t really give us the best return on investment?Pretzelmaker is more of an impulse purchase; it?s not like you saw it on TV and decided to go get one,? said Jenn Johnston, senior vice president of brand marketing for NexCen Franchise Management, parent of Pretzelmaker.
With YouTube accounting for up to 10 percent of all Internet traffic, online videos are a good return on investment. For companies like Pretzelmaker, the ability to spread its message inexpensively was worth exploring.
The online video ?was a minimal expense on our part and a way to engage teens that allows them to have their own conversations about it,? said Johnston. ?If it came from the musician himself, it would seem less promotional and more like something they?d get excited about.?
Last fall, Caribou Coffee placed animated 30-second commercials on YouTube to draw attention to its seasonal beverages. The coffeehouse used its YouTube experience to create a television ad.
?Look at how many ads people put up on YouTube ? you?ve created creative for broadcast and treat it as an afterthought and just slap it on the digital platform,? said Alfredo Martel, senior vice president of marketing. ?We?ve never been a broadcast TV brand. We started online and started to see what?s working.?
Няма коментари:
Публикуване на коментар