Highlighted
in the above photograph, a Children’s Soft Foam Play
Area is a free, enclosed play venue found in a shopping
center or mall. They usually include colorful soft foam
sculptures for climbing, jumping and exploring, as well
as comfortable seating for parents.
The popularity of these venues has exploded over the last
few years and they are now considered a “must-have”
by most mall owners. The “power” of these family-focused
venues lies in their proven ability to increase mall traffic
and attract and retain visitors. Advertising and promotion
of family-friendly products at these busy venues has become
a highly effective new form of advertising.
Out With The Old; In With The New
According
to a group of researchers at Texas A&M, the average
American is exposed to over 850 media messages per day.
When asked, less than 5% can remember the last advertisement
they saw, heard or read. Our society is in “advertising
overload” and the actual value of the traditional
forms of advertising is diminishing.
With viewers beginning to “tune out” traditional
advertising, the “Community Kid’s Court”
has become a welcome alternative. This dramatically expanded
version of a Children’s Play Area integrates interactive
play with advertising and promotion, taking advantage of
the heavy traffic in these areas. Companies can promote
their products and services via branded play elements, brochure
distribution, ad spots on an integrated plasma screen, logo
placement, interactive touch screens, integrated play area
kiosks, etc. Best of all, families are grateful for those
who have helped make the play venue possible, and are thus
much more receptive to your message.
More For Your Advertising Dollar
If
your business could afford a giant flashing billboard at
the entrance to Disneyland, you’d be reaching a lot
of families, right? Well, you may be surprised to know that
West Covina Mall, a Los Angeles area shopping mall, is visited
by 9.1 Million more people each year than Disneyland. Shopping
malls are mega traffic destinations that remain largely
under-utilized by advertisers.
Source: Priority Magazine, March/April 2006.
Calculated from CPM
Note in the graph above, that a $30 per day investment in
advertising at a Community Kid’s Court location will
result in approximately eight times the number of media
impressions as the same investment in radio or magazine
advertising, and nearly eighteen times that of a television
commercial.
Imagine the value of parents seeing your logo on one of
their children’s favorite play elements, watching
your ad on the large overhead plasma T.V. screen, then researching
your product, or surfing your website at the integrated
touch-screen/internet kiosk. It is a fresh, unique way to
reach families in a highly effective, non-traditional, easily
trackable fashion.
Opportunities are limited. We seek only a few business in
each community who value this innovative approach.
RENDERINGS
Custom Branded for a Local Hospital
Ashland, KY
Custom Branded for a Television Station
Staunton, VA
Custom Branded for a Children’s Hospital
Baton Rouge, LA
Custom Branded for a Local Newspaper
Dayton, OH
Custom Branded for a Children’s Interactive Art Store
Salt Lake City, UT
Custom Branded for a Diving Charter Company
Naples, FL
Custom Branded for a Sports Retailer
Layton, UT
Custom Branded for Ohio State University
Columbus, OH
