Smart Ideas 02/04
Pizza box advertising, tracking song trades and more
What: A media
company that puts ads in unconventional places like pizza
boxes, ice bags and coffee cups
Who: Eric Cohen
and Joyce Shulman of Jump Media Ltd.
Where: Water
Mill, New York
When: Started in
2000
Armed with fast-forward buttons and short attention spans,
consumers are becoming harder and harder to reach with conventional
advertising methods. Today, marketers have to find innovative ways
to interest potential customers. Enter Jump Media Ltd.: Founded by
husband-and-wife team Eric Cohen, 40, and Joyce Shulman, 38, the
company specializes in placing ads in nontraditional venues.
A simple pizza dinner was the inspiration for their venture.
They noticed the box and, says Shulman, "It was 16 inches of
available space. Here's the place to start." Realizing
pizza box ads would reach a diverse and captive audience, they
began the challenge of finding the right partners-and set the
distribution in motion before they even approached clients.
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"You have to be relentless. You have to knock on thousands
of doors," says Shulman, who targets local independent
pizzerias. "You have to call the same people over and over
[until] they develop a comfort level with you and with your
product."
After some of their pizza ad campaigns made waves nationally,
the pair branched out into other nontraditional ad venues,
including coffee cups, ice bags and even a luxury coach that
transports well-to-do New Yorkers to the Hamptons. They've also
helmed ads for companies like The Boston Beer Company, Citibank and
Warner Bros. Pictures, just to name a few. With sales of about $2
million annually, the pair shows no sign of stopping their
advertising revolution. "I really think the ad industry is due
to reconsider the way their message is connecting with their
audience," says Shulman. "It's exciting to be part of
that."
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