Billboard Bands get ads in
the door at top clubs
By Nicole Smith
January 31st, 2007
Billboard Bands LLC, a new company offering advertising and promotions
on wristbands, is debuting its services this month in more than 150
trendy nightspots in the top 20 markets.
The wristbands, which could be used for admission, re-entry or special
VIP access, are targeted to the brand-conscious 21-to-34-year-old
demographic.
The initiative aims to give marketers a platform for creative advertising
and promotion on a national scale and at many of the country’s
exclusive nightclubs.
Billboard Bands struck an exclusive,
long-term commitment with each of its club partners, offering a reach of more
than 1 million branded bands per month.
In New York, partner clubs include Bed, Pacha, Home, Webster Hall
and Guest House. In Los Angeles, the network includes Avalon Hollywood
and the Knitting Factory.
Nightclubs receive a month supply of wristbands, which are made of
durable coated stock that prevents patrons from transferring their
bands to another person. Four-color and photographic ad messages
are laid on a brightly colored background.
The production process can also support options including two-sided
printing, bar codes and tear-off coupons.
In the fourth quarter of last year, Billboard Bands, South Norwalk,
CT, conducted a proprietary research survey among club-goers to learn
more about the audience.
Research showed that the service is pinpointed at a young, upwardly
mobile group that appeals to a wide range of advertisers, from food
and beverage to media, fashion, electronics and entertainment properties.
Approximately 63 percent of respondents said that they wear the bands
until they get home for a minimum of three hours.
The company is also producing two new campaigns this month.
The first is unfolding at the Sundance Film Festival where GFH Boards,
a long-and mini-surfboard and skateboard manufacturer, will use Billboard
Bands at its hospitality events at Harry O’s dance club.
The second is a cause-related campaign with The Global Fund to Fight
AIDS, Tuberculosis and Malaria, an international public/private partnership
dedicated to the prevention and treatment of the diseases.
The Global Fund hopes to raise awareness among young people and engage
their support in spreading a positive message as part of its Hope
Spreads Faster Than AIDS campaign at www.jointheglobalfund.com.
Assistant editor Nicole Smith covers magazine circulation and nonprofit
fundraising. Reach her at Nicole@dmnews.com. To stay on top of these categories,
please subscribe to our online newsletters at http://www.dmnews.com/subscribe.php
|
