A blog all about ‘Beer Mats’

All about beermats, dripmats and coasters!

Don’t be seduced into buying fake beermats

Ask any landlord, industry player or beermat collector and they will instantly tell you that a genuine beermat is made from wood-pulp and there is a very simple reason for that, it is the pulp that provides the beermat with it’s absorbency qualities.

 

The fact that for decade’s beermats have been made from pulp-wood for very good reason, there has recently been a plethora of companies offering ‘fake’ beermats, in other words, beermats that are not made from pulp. Why does it really matter? Well these beermats are quaintly described as ‘constructed beermats’ that is to say they are typically made by gluing printed paper onto the top and bottom of board to create the “beermat”. Whilst this may look pretty and may even justify the description of a beermat, there the similarities remain.

 

Constructed beermats, or as the experts might argue, fake beermats, may act as an advertising medium, but because the print is onto paper, thee beermats are simply unable to absorb liquid without coming apart. Typically as the constructed beermats come into touch with water, the paper simply comes away or curls from the board, leaving an unsightly mess. In addition, when water liquid comes into touch with printed paper, most people already know the outcome, streaks of wet print!

 

So why do people offer fake, constructed beermats? For the most part, it is based on price, in the past it has been easier and cheaper to print short runs on coasted paper and then construct the beermat. This is because beermat board has to be printed on specialized print presses which can deal with the thickness of the board, whilst constructed beermats can be printed on virtually any press. However, some of the beermat companies have introduced printing practices that allow short runs of pulp-wood beermats, yes litho printed, full colour runs on pulp-wood board….in fact one UK company offers runs starting at just 25 beermats!

 

Why are fake beermats still offered? Well given they are considerable less useful that a genuine beermats and that there is a real and practicable alternative, perhaps it is profit, the only way to be certain is to ask the people that continue to push these constructed beermats.

 

Whilst in the past there may have been some justification in offering constructed beermats, in spite of the fact that these mats had few, if any of the properties of a genuine pulp-wood beermats, it does seem difficult to justify now!

 

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9 July, 2008 Posted by | General | , , , , , , , , , , , , , , | Leave a comment

Beer Mats? – Just the job!

In 2004, Pertemps used beermats to boost the number of applicants signing up on their jobs website.

 

Each beermat described, with humour, a different type of job available through their job portal. They used a total of 8 designs and distributed them around the pubs and clubs of the UK. This is yet another example of beermats being used to promote something that has nothing to do with alcohol, demostrating the power of this medium. No doubt they were encouraged by independent research which claims that a beer mat will be read 10 times before being finally, if reluctantly discarded.

 

Since 2004, UK based beermat printers have improved their printing methods allowing orders to be taken for as few as 1000 beermats, all for under £100, allowing beermats to be used by the mass market..at last!

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , | Leave a comment

Design a beermat competition

When in comes to widening the impact of a beermat message and maximising the return on their investment, the local county council of Neath Port Talbot undoubtedly lead the way. This forward thinking local authority decided that they would launch an anti-drink drive campaign during the summer months. This in itself is noteworthy; however, rather than simply pass the job to their advertising agency, they encouraged pupils from local schools to participate in the design of the beermats. Now that is clever!

 

Apparently, more than 300 entries were received from local pupils, resulting in 30,000 beermats being printed with 4 of the best designs submitted by the pupils. The council had originally intended to select one winner, but the quality was so high, they eventually opted for 4 designs. Fortunately beermats are flexible enough to offer up these types of changes.

 

The local authority was encouraged to use beermats to deliver their message after independent research has shown that a promotional beer mat will be seen and read ten times before being discarded. Beermats can be ordered though advertising agencies, promotional companies and of course, direct from the beermat manufacturer. Modern printing processes now mean that beermats no longer have to be ordered in multiples of 1m, in fact some beermat printers allow customers to order a few as 25 full colour, litho-printed beermats, now that is progress.

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , , , , | Leave a comment

Beermats deliver Road Safety message

You may well ask what beermats have to do with road safety. Well, road safety campaigners in the county of Cumbria used beer mats to reinforce the message that drivers should wear their seatbelts.

 

The county was alarmed at the number of people driving in Cumbria who were not wearing seatbelts. Therefore, they launched a campaign utilising beermats which included pictures of the injuries suffered by people who had not been wearing their seatbelts.

 

This particular campaign has a pleasant picture on one side and then relying on the age old practice of ‘beer mat flipping’ they included an image on the reverse of someone that had suffered horrific injuries as a consequence of not wearing a seatbelt.

 

Clearly beermats can deliver serious messages as well as act as an advertising or branding tool as was clearly recognised by the road safety campaigners in Cumbria. Some UK manufacturers of beermats offer short print runs at a fraction of the cost, allowing a wider audience to use beermats for small campaigns or perhaps, a number of different campaign designs.

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , , , , | Leave a comment

Beermats Help the Aged

Beermats were used in a campaign to raise awareness of the plight of old people living on their own at Christmas, on behalf of UK charity, Help the Aged. The hard-hitting campaign used a colourful beermat design to draw attention to the beermats and offered up a story of an old age pensioner living in isolation on the reverse of the mat.

 

Apart from these heart rendering stories, there was also a call to action for readers of the beermats. This called for them to use their mobile phone to send a ‘reverse-billed’ text which would result in a donation of £3 for the charity Help the Aged.

 

This was a prime example of beermats being used to deliver a serious messages as well as a tool to raise funds for a worthy cause. It further demonstrated the use of a beermat to encourage a call to action from the reader.

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , | Leave a comment

Beermats used to target under-age drinkers

Leominster and Area Drugs and Alcohol Forum used beermats in their campaign to tackle underage drinking and anti social behaviour. They produced a series of beermats which featured young people who were drunk. These beermats were subsequently distributed to off-licenses and alcohol retailers.

 

The forum intended that the beermats would have a practical use as well as delivering a serious message to potential under-age drinkers. The forum is run by the Herefordshire Community Safety and Drugs Partnership.

 

Once again beermats are proven to be an excellent medium for delivering messages to a targeted audience. There are several manufacturers of beermats in the UK who can design, manufacture and print bespoke campaign messages.

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , , | Leave a comment

Beer mats and the environment

Did you know that genuine beermats are 100% recyclable? That’s right, albeit the emphasis must be on “genuine”. Ask any beermat collector, enthusiast or professional buyer and they will tell you that ‘real’ beermats are made out of pulp board…and this is why they they can be recycled.

However, if you care about the environment, then you must beware of the fakers, these are the guys that call it a beermat, when really is is nothing more than a printed piece of paper that is glued to a piece of board! That is correct…not only is it a fake which cannot be recycled, but it is also useless as a beer mat. Why? Because it lacks the absorbency of a genuine pulp board beermat.

So, next time you are looking for an environmentally friendly way of delivering your advertising message, spare a moment for the humble beermat, but make sure it is a genuine pulp board beermat, available from the manufacturers.

3 July, 2008 Posted by | Common Uses | , , , , , , , , , , | Leave a comment