PapaJohns Targets the Tech-Savvy
I am a Sirius Satellite Radio subscriber and enjoy the commercial-free content when I’m on the road. I heard an ad today for PapaJohn’s Pizza and its online ordering system. The commercial makes mention of the fact that satellite radio subscribers are ‘tech savvy’ (I’m paraphrasing here) and directs them to a special URL to try out the online ordering system (which I wrote about some time ago). Seems like a pretty smart media buy to me. Naturally, those who are early/eager adopters of satellite radio technology are more than likely going to be open to ordering pizza online. I think it’s a very sensible business tactic and would imagine that the conversion rate would be better than that of a parallel effort implemented on terrestrial radio or some other traditional medium.