The Phone Case is the New T-Shirt

According to a 2016 study by researcher Dscout, an average smartphone user interacts with their devices 2,617 times each day! While that number may be difficult to comprehend (or believe), it’s no secret that the smartphone occupies an intimate place in the average American’s daily life.

As marketers, we’re constantly in search of ways to present our brands in ways that will garner the most eyes. Impressions are important, and the quest for them is never-ending. Justification for marketing spend frequently comes down to the daunting marketing dollar ROI calculation, and it’s often difficult to substantiate the value of those spent marketing dollars.

Knowing the formula for cost per impression calculation, let’s do some simple math to determine the value of the real-estate found on the back of a smartphone case.

Using an average purchase price of $40 for a corporate-branded phone case, it is relatively easy to realize an astonishingly low cost-per-impression when spreading the cost of the case across the quantity of times the smartphone user interacts with their device. Using the more conservative statistic found in the study of 76 separate phone sessions per day, one might calculate a cost per impression well below $0.01 when determining the length of time to spread the cost of the case across.

In this 2017 Business Insider article, we find that the average American keeps their smartphone for 23 months. Using this statistic, we can calculate an actual cost per impression.

This CPI calculation is limited to the owner of the device. What this calculation fails to take into consideration, however, are the numerous impressions created when the owner of the device is using the product, as those in proximity of the person using the device also have the opportunity to witness the brand on the back of the case, as the orientation of the logo at the moment of usage is directed toward those surrounding the device user, not the user him or herself!

For example, Otterbox phone cases come with a limited lifetime warranty. This is where the math starts to make incredible sense as most consumers NEVER remove their case once it is protecting their device.

By coupling the extraordinarily low cost per impression with the sizable imprint area found on the back of the case, you have the rare combination of high volume of impressions AND impressive opportunity for branding. We like to think of it similarly to the value of a well-designed t-shirt in its opportunity to leave a lasting impression on the recipient. The pictures at the top of this blog tell the story of the many ways creative folks take advantage of this rare (and valuable) branding opportunity.

I encourage everyone to consider how to take advantage of this blank canvas and to remember: #phonecaseisthenewtshirt

Roger has spent 20+ years making complex concepts more understandable for both buyers and sellers alike, and has devoted the majority of his recent career to writing and executing sales and marketing plans for early and mid-stage businesses. He is a student of organizational behavior and the disciplines successful selling organizations use to achieve the greatest reach, even in instances of scarce resources. He loves the outdoors and seeks memorable experiences whenever possible. Contact Roger at roger@branded-logistics.com or 810-986-5369