The fact that advertising is everywhere is nothing new. But it is amazing some of the places you’ll find it – and some of the product tie-ins. Companies targeting business travelers are finding unique ways to deliver their messages.
Are you familiar with Zappos, the online shoe retailer? Lately I’ve noticed ads for Zappos lining the bottom of those containers/bins used at security checkpoints. The very same containers you place your shoes in before they go on the conveyor belt and are scanned. The campaign was featured in Communication Arts. Click here to see the work. It features headlines like: “Getting Shoes Through Security Isn’t Always Fast. Buying Them Is.” The advertising space is sold by SecurityPoint Media, a specialist in airport passenger security checkpoint advertising. Who knew? There’s a good story about the Zappos campaign on the eCommerce Optimization website.
I’ve also noticed advertising in the form of tray liners on the airline seat-back tray tables. Yesterday I was flying back from San Francisco on US Airways and the tray table had an ad for Zicam, the homeopathic cold and flu remedy. Think about how long this message is in front of the consumer. In my case, it was a total of 5 hours yesterday while flying from San Francisco to Charlotte. And when I’m on planes, I am hyper-aware of people coughing and sniffling around me. So the placement of the Zicam ad is timely and works well within the context of air travel. It would have been even better if they were distributing free samples to travelers! For me, this kind of “contact planning” for media placement is ideal. It involves developing a media strategy that fits within the context of the consumer’s life. This might mean ads on dry cleaning bags, on airplane trays, or on fruit in grocery stores. The strategies used by Zicam and Zappos allow them to reach their target audiences at a time when they aren’t being berated with dozens of other messages. It allows their advertising to stand out. And the choice of the appropriate venue for their advertising (airports and airplanes) makes their advertising relevant. At a time when ad dollars are scarce, this kind of targeted media placement makes a whole lot of sense.
Hi Dan,
Thanks so much for mentioning our post on Zappos’ airport advertising campaign on your blog. Ive noticed they keep expanding their reach, so must be working out for them. Appreciate the link again, good work, see you around.
eCopt
[...] is evocative of the captive audience in ambient supermarket electronic conveyor belt ads, TSA checkpoint liners in gear bins, tray table inflight commercialism, and even the mirrors and air-blowing dryers in [...]