Most small business owners throw ads at the wall and see what sticks. That’s not the best way to invest your precious advertising dollars. Nor is it a way to get a good return on your investment. And advertising campaigns are called campaigns for a reason — they’re not a one time deal. You have to plan your advertising and target the right market.
That’s exactly what shoe giant Zappos.com is doing with their new entry into the transportation security administration (TSA) bin advertising arena.
They’ve seized the opportunity to tickle consumers’ buying interest at the most obvious of places — their feet. More specifically, the next time airline passengers flying out of Reno-Tahoe or Chattanooga airport take off their shoes for security screening, they’ll place them into bins sporting ads suggesting they buy their next pair at Zappos.com. Talk about a captive market!
And their advertising is doing good things too. Revenue from the advertisements is used to offset system costs so that equipment, installation and maintenance are completely and continually covered at no expense to the TSA or the airports.
Think about how you could leverage an opportunity in an unusual market and include it in your next campaign to increase your market share.
Got any good ideas? Leave me a comment.