Tuesday, 21 August 2012

Advertising on Toilet Papers?

Advertisements reach where even sunshine doesn’t reach. It’s a myth that it’s difficult to find space for advertisements. They reach even the unreachable places, and this has been proved by Jordan and Bryan. Their newly commenced firm – Star Toilet Paper, which is based in Ann Arbor, has been proactive in posting advertisement on toilet papers. This unprecedented and innovative idea has chartered a new horizon to reach out to people. The toilet paper company has encompassed a new dimension by selling coupons and advertisements by way of having them printed on leaves of toilet papers.

Jordan Silverman of the Jordan-Bryan duo said, “It takes advertisers a couple of seconds to wrap their heads around advertising on toilet paper.” He admits that their business entices people and educes repeated chuckles. The most hilarious and catchy element is the ad slogan which is the tag line, featuring on the company’s website, which reads as “Don’t rush. Look before you flush.”

(Source - http://www.freep.com/article/20120820/BUSINESS06/120820052/b...)

It’s the company’s strategy to hand out complimentary toilet papers with printed ads on them, to stadiums, offices, restaurants housing restrooms and various other places. All these venues have to do is, provide audience to Star Toilet, in return, they enjoy the advantage of saving money, which is a significant advantage.
In spite of enormous humour and gurgles for their concept, Star Toilet triumphed as one among five finalists for College Entrepreneur of 2012 contest.

A philosophy major from the University of Michigan, Jordan, further added saying, “Advertising is about having people read about your product, and this seemed the ideal place to do so; so far, people have loved it.”

Having sold to over 50 companies, which includes 30 from the Ann Arbor region, Star Toilet has reached newer milestones; they have supplied ad printed toilet papers at 3 spots of Ann Arbor area viz. Dance Theatre, University Tower and the Bel-Mark Lanes Bowling alley, earlier this month.

They have rated the advertisements to $99 for 20,000 ads; in other words, every ad works out to half a cent. They have been meticulous in selecting the locations for the visibility of the ads.

Baby Checchi who is a manager at Fish Doctors, which is a Ypsilanti tropical fish store, said, “We thought it was hilarious.” He further added “Everybody uses it. Who doesn’t need it?” The store happens to be one of Star Toilet’s advertisers.

Apparently, the ads have been crucial in generating new customers. Checchi continued saying, “So far, so good”, while an advertiser from North Grill in Ann Arbor had a different view who said it was too early for anyone judge the outcome.

Jim Koli, Northside owner, said, “It’s just getting rolling; it was unique and at a certain level it was absurd enough that it would be interesting to do.”

Star Toilet’s plans to supply its toilet paper at places that are visited frequently by people like bars, stadiums and offices. The manager of the Bel-Mark alley in Ann Arbor, Marc Smoltz said that the toilet papers are being used at his business place for about a week now yet would want to wait for some more time before making any judgments.

He said, “It seems good; his staff has told him that - it’s a little bit different.”
At www.startoiletpaper.com, which is Star Toilet’s website, coupon codes featuring on the ads can be redeemed by the consumers. Made from 100% recycle materials, Star Toilet’s toilet paper is of two-ply quality, and the printing of the ads is taken care of by an Illinois company, which is done by using soybean-based ink. It’s the promise of Jordan and Bryan that the toilet paper is safe for the users as well as septic systems. Interestingly, a toilet seat at a University of Michigan Library was the source of inspiration for this business, for Silverman.

Jordan, at 22 now, spends equal time with his parents at Westchester County, New York, as well as in the business at Ann Arbor, whilst Bryan Silverman who is 19, manages his time well, functioning between the business and his classes at Duke University. The group of three persons in the business also includes Jason Rak who is a U-M graduate student and also contributes to the business as chief financial officer. Silverman said, “I really did think Jordan was a little crazy at first, but I love working with him.”

Ann Arbor Spark, which is an economic development organisation, has been very helpful to Star Toilet; therefore, Jordan Silverman intends to retain the company in Michigan. Ann Arbor Spark crucially helped the company in gaining a grant of $3000, for paying its patent expenses. Further, in order to attend one of Spark’s two-day entrepreneurial education camps last winter, Silverman got a scholarship. Also, in sequence, to launch Star Toilet, the brothers utilised their funds that they had been saving. Further, they have met up with a few state’s investors to invest money in their business, and they look forward to additional capital this winter. Jordan Silverman said, “No one has ever tried to do this.”

QS Supplies, a bathroom retailer wants to adapt the same concept like startoiletpaper. They really appreciate the idea of advertisement on toilet papers. QS Supplies are now trading in bathroom suites, shower enclosures, toilets, and bathroom furniture in UK, and are one of the largest on-line retailers. To know more about their products click on the link below


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