Idea File: Creative marketing? Think inside the (pizza) box.

Today’s idea sharing model

As a native New Yorker, loving pizza is part of my cultural DNA. Besides the delicious combination of cheese, sauce, and bread, it’s the only food that makes me think about both Sunday family dinners and late night grease-fests with friends.

And now I can add idea sharing to that list thanks to Lonesome’s, a pizza place in my new home of Portland, OR. With every pie I order, I’m guaranteed to find on the inside cover a story about a local artist – plus their CD or DVD. While chomping on a slice recently, I read about a funk band that was in the process of opening up a music charter school in Portland.

featured

The names of their pies make me giggle. I recommend “My dad vs. your dad.” Photo credit: Heather Zinger (www.heatherzinger.com).

I’ve ordered from Lonesome’s before, but it was this bit about the charter school that made me think about using pizza boxes to  get the word out about nonprofit programs, raise awareness around a particular issue, and/or highlight good ideas.

This idea doesn’t have to be limited to pizza. If you own a business or know someone who does, think creatively about how you can use your products or services to get the word out about all the awesome community work going on. Letting people know about an innovative bartering schoolis a much nicer use of space than, say, promoting the latest flavor of Mountain Dew.

Pros

  • Novelty. Create buzz for both the project and the pizza place.
  • Cost effective. All you need is photocopies, glue, and someone to spend the time attaching materials.
  • Community engagement. Local businesses + local efforts = a win-win connection.
  • Universality. Who doesn’t like pizza? According to Food Industry News, 93% of Americans eat pizza at least once a month. Maybe that number will increase once there’s some local do-gooderness in the box.

Cons

  • Buy in. Nonprofits might think it’s too weird, and navigating the bureaucracy of big chains might be challenging. Local mom and pop restaurants are probably the best bet.
  • Adding to the marketing clutter. More paper that might end up in the recycling bin.
  • Disinterest. “Please, I just want to eat my pizza in peace.”

What do you think – might delivery boxes be another way to communicate with your community? What’s the most creative partnership you’ve seen a local business strike with a local organization?

Read more Idea File posts here.

Tags: , , , , , , ,