How Does The Divider™ work for the Advertiser?
Advertising on The Divider™ provides a controlled opportunity to reach your target demographic
As the creator of The Divider™, Wagner Bartosch is the only media group whose entire business organization is completely focused on successful Divider campaign management.
Ongoing network relationships
Wagner Bartosch manufactures and distributes its own proprietary Dividers that are made available at a discount to its Froyo Network members, if ad-supported Dividers are unavailable.
Exclusive consumer exposure
Froyo Network members ensure successful Divider campaigns; Ad-supported Divider sales campaigns are continuous and exclusive among target audiences.
As a food contact product, Dividers are made with FDA approved, food-safe inks, coatings, and paper materials. Wagner Bartosch has performed extensive material testing in order to create the safest Divider.
By law, a Divider's weight cannot be included in the price. Therefore, each transaction that includes a Divider is accounted for as its own unique transaction. Wagner Bartosch can audit exact divided cup sales.
The Froyo Network
Wagner Bartosch’s Froyo Network provides advertisers with an unprecedented communication medium capable of reaching untapped frozen yogurt consumers each month. Wagner Bartosch focuses exclusively on providing ad-supported Dividers to all participating stores with a network continuing its rapid growth.
Froyo Network members understand the value of eliminating Divider production costs in order to maximize profit. Froyo Network members provide Wagner Bartosch with exact Divider usage metrics.
Utility: Dividers are useful to customers, they provide added value versus other advertising mediums that are imposed on people.
Hand Raisers/Opt-In Customers: People make a conscious decision to engage with the dividers, that ad 'impression' holds more value than ones delivered passively.
Competitive separation: Dividers provide more competitive separation than newspapers, the yellow pages and the Internet.
Uncluttered: The ad has exclusivity in its space. No other ads in the cup or in direct proximity to the Divider.
Strong recall: Users are isolated with the ad for long periods of time compared to most other forms of media.
Tracking: Point Of Sale machines allow us to measure exactly how many people used a Divider over a specific time/date.
Production: The Dividers hold a glossy stock that can reproduce four-color advertising beautifully. There are many exciting creative opportunities with Dividers.
At this time, we are only producing 16-ounce sized Dividers. With most stores, 16-ounce cup sales represent the vast majority of sales. While the 16-ounce cup is the staple size for most stores, additional larger sizes vary from store to store, i.e. 20/24/28/32 ounce sizes. The minimal volume for these sizes make producing alternative Divider sizes cost-prohibitive. We consider offering larger sizes in the future.
The customer decides whether to utilize The Divider when they select their cup. Therefore, it is most effective to place The Divider display case directly adjacent to your cup stacks. Here is a great example:
We experimented with a four-way Divider. While a four way Divider is a good concept, unfortunately, it isn’t practical. Once your cup is quartered you leave each segment with only 4 ounces of capacity that is narrow, miniscule, and won’t accommodate the spoon. Show illustration
Technically, the Divider is an extension of the cup and is not comestible. According to the National Institute of Standards and Technology, every state, except Wyoming and North Dakota, must sell the net weight of their goods:
For Uniform Regulation for the Method of Sale: (page 109)
18.104.22.168. Method of retail sale. – Packaged pelletized ice cream or similar pelletized frozen desserts shall be kept, offered, or exposed for sale on the basis of net weight.
Note: This method of sale for pelletized ice cream shall be enforceable after April 17, 2010, and after August 2, 2011, for similar pelletized frozen desserts.
Uniform Laws and Regulations
As noted previously, in order to legally provide your customers with Dividers, you must deduct the weight of the Divider for each divided cup that is sold. Because there are a great variety of POS Systems that frozen yogurt shops use, we have included only a generalized set of instructions to help guide you to properly deduct Divider weights. Here are typical, necessary steps:
A new button must be created on your POS system that deducts the weight of the Divider and the weight of the cup together. First, the Divider’s weight is calculated. Scale measurements vary slightly from brand to brand, so this should be done using your own brand’s scale.
Weigh a divider individually. It should be around 7 grams/0.25 ounces. Include this weight with the weight of your 16-ounce cup, which should weigh around 14 grams/ 0.50 ounces.
We suggest titling the button “Divider + Cup” or a combination thereof that includes the word “Divider” and “Cup” to minimize confusing the retail employee. This also helps demonstrate on receipts that customers are not being charged the weight of either the Divider or the cup.
These instructions are shipped with every case of Dividers, so your staff may already be aware of this legal requirement. Please check with your Operations to be certain. Depending on your corporate structure, you might have internal personnel charged with creating this button and remotely updating your system. Even if you must do it yourself, we urge you to be in compliance with these Federal standards and requirements.
• Dividers are a newly introduced component of the frozen yogurt experience. While understandably, shops benchmark Divider costs to their cup costs. However, keep in mind that the Divider is not yet a commoditized product, and is not produced on nearly the tremendous volume that cups are produced, which greatly reduces their unit cost. Additionally, it is imperative to use FDA approved food-safe materials, which adds additional costs.
• Preliminary analysis from a specific set of stores over a 3 month period have shown that the average “divided cup” holds 15% more flavor/toppings than a “non-divided cup”. These figures show that The Divider more then covers its cost. Please contact us for the full report.
• An alternative to help mitigate the cost would be to Join the Divider Ad Network
The Divider Ad Network is a collection of frozen yogurt retailers that accept Ad-supported Dividers. Retailers that are in the Network receive free Dividers and only have to cover shipping costs, which is $10 per case.
If minimizing costs and maximizing convenience matters most to you, then you belong in the Divider Ad Network. Joining the Ad-supported Divider Network allows you to focus on your business and give your customers more choice, control, and enjoyment. When advertisements are placed, Wagner Bartosch can provide free, Ad Supported Dividers with turnkey inventory management and fulfillment. Please
We understand customers purchase frozen yogurt to treat themselves. In no way would Wagner Bartosch accept or publish advertisements on Dividers that would detract from or diminish that experience. We focus primarily on placing media on Dividers that advocate pleasurable and tasteful experiences, like Entertainment media properties, i.e. movie posters, TV ads, and musical artists. WB promises that The Dividers™ supplied to retailers will not contain any advertising, marketing concepts, or promotional materials associated with alcoholic beverages, tobacco products, adult entertainment or adult services, or that are otherwise patently offensive to the shop’s patrons.
• Wagner Bartosch is committed to supplying retailers with Ad-supported Dividers in order to reduce the costs for the retailer. In order to help retailers stay supplied with subsidized Dividers we need your commitment to us that you will do the following:
• Keep the supplied Dividers consistently available to consumers for the term advised.
• Tally and report the number of Divided cups sold each month.
• Keep Divider cases beside/in close proximity to your cup displays.
The full details of our commitment to each other are available here.
If you have any other questions or comments please contact us or please call us: 310-916-9314