By Lesley Jacobs Solmonson, Drinks Editor
The millennial marketplace puts intense demands on businesses in ways that never used to be of concern. Where authenticity was often a given in a less globalized world, today the message of “being real” is crucial to success. Addressing these issues, a new survey by Adored, Inc. revealed that chalkboard art motivates people to visit a restaurant or bar more than a photo or print advertisement or local.
For local and smaller businesses trying to set themselves apart from the chains, which have marketing dollars to burn, this is an important finding. A recent article in the Huffington Post discussed the importance of supporting local businesses. According to various sources culled by the author Michael Salguero, “Shopping locally helps cut down on processing, packaging and transportation waste, leading to less pollution. Overall, buying local is a chance to support the growing Maker Movement, meet talented artisans and small business owners who take great pride in their work, experience handmade, one-of-a-kind and meaningful gifts and support your community.”
Adored, Inc. helps small businesses reach customers with a down home meets digital marketing-style – chalkboard art delivered to people’s Smartphones and other digital devices. While the company had a vested interest in the survey they commissioned, the findings are illuminating.
Survey respondents were shown a chalkboard ad, a photo ad, or a print ad for the same product with the same messaging. They were then asked to agree or disagree with the following statements. First, “the location likely has a great atmosphere”. Second, “the location is likely authentic”. And third, “they want to go now to that location”.
The responses from 1,000 participants representing a cross section of consumers showed that, according to Adored, chalk art outperformed the other two marketing tools in all three categories by double digit percentages."
With its egalitarian style and open-ended promise of what's to come, chalk art doesn't create specific expectations, but rather encourages imagination. As the Adored summary points out, "The holy grail of marketing is influencing customer behavior and chalk has the ability to do that."