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Our Points
Tuesday, September 23. 2008

LBS Advertising by Backpack: Thumbs Down

I totally get advertisements in the backseats of cabs and in elevators. You are there with nothing better to do and ideally the advertising is location-related and thus relevant. The play by Pack Promotions I don't get. Pack Promotions equips individuals with GPS-tracked backpacks that provide static (outdoor, full sun I imagine) and video ads (best indoors or at night, per the website). Individuals wear these at events or anywhere an advertiser wants to get out their message. After the promotion the advertiser receives a map of where the backpack went; not sure how they manage indoor tracking, if at all.

The problem as I see it is that the advertising space is too small to be effective for crowds. Moreover, how does the wearer engage (if at all, that's not clear) if people are looking at their backpack? This just sounds silly. It might receive the same response I saw to a fleet of three "Citizen Bank" branded Segways I saw on my local bike path a few weeks ago. No one seemed to care; they were too busy walking the dog, chatting to a friend (live or on the phone) or in my case, running.

In contrast, wrapping cars and buses in ads works. But those are large platforms that move around. And, it's not rude to watch a car or bus go by! I look forward to when the MBTA busses get wrapped for holiday promotions. My favorite to date: dressing up the busses to look like a dozen donuts!

- Pack Promotions

Posted by Adena Schutzberg at 06:00 | Comments (2) | Trackbacks (0) | Bookmark and Share

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Your opinions are most appreciated in your blog. You do make some great points regarding indoor tracking of the advertising and visibility issues with regard to sunlight.

The indoor advertising is strictly for trade show events etc. We have modified/omitted the GPS for indoors and offer on site management of campaigns instead. However, GPS tracking remains a great accountability metric for outdoor advertising.

When we used our indoor campaign method at a recent show, it worked swimmingly.

To address the concept, sunlight and visibility regarding display size, consider the following:

An individual wearing our bag will illicit curiosity. Most people are investigative and drawn to the bag design and the concept in general (based on research conducted at local malls and outdoor venues).

The video is positioned about eye level on the bag, and due to the mobility of the individual wearing the bag, the ad is placed within 3-4 ft. of the prospect, not invading their personal space. Imagine if you had 3-5 or 10 people wearing these video bags with sound and muting option (coming soon).

During this time, the individual wearing the bag can discuss the product or service displayed on the bag with the targeted demographic.

We always appreciate any constructive criticism, for it only assists us with achieving our desired outcome, which is to offer an innovate advertising solution to our prospective customers.

Please visit our blog by going to packpromotions.com and clicking on our news link.

Happy Holidays,

Todd H.
Pack Promotions LLC
3015 E. New York St
Suite A2-177
Aurora, IL 60504
www.packpromotions.com
todd.hull@packpromotions.com
#1 Todd H. (Link) on 2008-12-29 13:33 (Reply)
Good to see you are tracking what's being said about your product. I'll be keeping an eye out for one of these backpacks.

Adena
#1.1 Adena Schutzberg (Link) on 2008-12-29 14:02 (Reply)

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