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It started when someone tacked the daily paper in men's
room above the urinals. The idea soon spread to the
stall in the ladies room and a new form of advertising
was born.
It is now so common place there are companies that
represent thousands of "johns" to advertisers, giving
each restaurant and bus stop owner a modest income for
the use of walls and stalls.
In the never-ending quest to find ad space, some
parking garages have sold painted billboards you have
to stare at as you make your way to the end for another
U turn while going up or down.
The newest trend is at the gas pump. What is there to
do while you stand there holding the nozzle open
wishing for the old days when the man who wears the
star was taking car of your car (If you are too young
to remember that one, I am sorry).
So what do you do while you stand there? Read the ad on
the pump handle, of course. A pitch for cell phone
minutes, or a tasty photo of a sandwich inside. Some
more sophisticated stations have small TV screens next
to the credit card slot on the pump that present a
solid stream of color commercials, both local and
national.
Radio used to be the only non intrusive advertising
medium. Meaning that you could get the commercials
while you did something else, as opposed to the
newspaper that you had to look at to read and see the
ads, or TV that requires you to sit and watch. But ads
pasted to restroom stalls or over urinals or painted on
garage walls and ads on pump nozzles are also non-
intrusive. You are doing something else while you "get
the message"
What can you do with your business to put your message
where people can, and must, see it? Are you doing
everything you can at your business to exploit empty
space to make a sales point?
Grocery stores post their newspaper ad at the door.
Many offer piles of flyers in case you left your
coupons at home.
Big box stores have discovered the joy of covering a
colorful ad with plastic and taping it to the floor so
you have to walk on it and you aren't going to step on
something unless you know its safe to do so. Gothca!
Discuss unique adverting possibilities with associates,
or people in your same business in other markets. If
you think about it, you too, can come up with something
as good as, or better than, ads in the john!
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