Angela Lowe — August 17, 2006 — Marketing
References: adrants & gushmagazine
Those plain, usually dirty, black conveyor belts at the grocery store are now up for grabs as ad space. " 'Conveyor belts have never been on anybody's radar screen for marketing,' said Frank Cox, president-CEO of EnVision Marketing Group, a Little Rock, Ark., firm with a patented system to print digital, photo-quality ads directly on conveyor belts. 'But a store with eight to 10 checkout lanes, well, you're talking about 100 square feet of wasted ad real estate.' " (Advertising Age) Kroger Stores are the first national retailer to test a few dozen of the ads in their stores, but Harps Food Stores are also testing the ads. The first marketers are local companies including real-estate agents and insurance brokers, but none of the big national brands as of yet. (GUSH Magazine)
Trend Themes
1. Conveyor Belt Advertising - Printing digital ads directly on conveyor belts is a disruptive innovation opportunity for marketers to utilize previously untapped ad real estate in grocery stores.
2. Digital Ad Printing Technology - The development of a patented system to print photo-quality ads on conveyor belts opens new possibilities for disrupting traditional advertising methods.
3. In-store Targeted Advertising - Utilizing conveyor belts as ad spaces allows for more precise targeting and reaching shoppers right at the point of purchase, presenting a disruptive innovation opportunity in grocery store marketing.
Industry Implications
1. Retail - The use of conveyor belt advertising presents a disruptive innovation opportunity for retailers to generate additional revenue and create unique shopping experiences.
2. Advertising - The emergence of conveyor belt ads creates a disruptive innovation opportunity for advertisers to explore new ways of engaging consumers and maximizing brand exposure.
3. Printing Technology - The development of digital ad printing on conveyor belts offers a disruptive innovation opportunity for the printing industry to expand its capabilities and cater to new advertising needs.
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