In Chicago's O'Hare airport, the trays that take your personal items (including your shoes) through security are sponsored by Kizik, a hands-free step-in shoe.
You're hit with their pitch about the ease of taking your Kizik shoes off and putting them back on at one of the most inconvenient situations for those actions with a regular shoe.
In the words of Robert Collier: “Always enter the conversation already taking place in the customer’s mind.”
_________________________
Speaking of airports ...
This billboard says “Welcome to Melbourne”... but ... it’s installed at Sydney Airport.
That's one way to get attention ... imagine that you’ve just flown into Sydney and you experience a moment of panic thinking you've just flown into the wrong city.
Then you see it's from Specsavers, an retail optical chain with advertising focused on people making mistakes because of poor eyesight that includes the slogan: "Should've gone to Specsavers."
- It grabbed people's attention.
- It got people talking.
- It was on brand.
- It only works in the right airport (the wrong airport?).
The power of placement.
No comments:
Post a Comment