One way to build awareness with your customer is to advertise in unusual places, especially places where you don’t expect to see advertisements.

I was traveling the other day and went through security at LAX airport. As I placed my PC in the plastic tray, I was surprised to see an advertisement for a major office supply chain. Very clever I thought. Note to self: I need a new printer cartridge.

Not long ago I heard a knock at the front door of my home. When I opened it, no one was there, but there was a container of salt on my doorstep. Unique to this salt container was a label with the smiling face of my local realtor, along with his contact information. I promptly put the salt in my cupboard. Of course, I see it every single day and I suppose that I will continue to see his smiling face for many months to come.

This morning I picked up the newspaper and found a sample of Starbucks coffee stuffed inside in the paper’s protective plastic bag; of course, I immediately made a pot of coffee. The coffee tasted great and I liked the price: free. Those Starbucks folks are pretty darn smart.

The novel placement of these ads got my attention. And that is what it is all about.

John Bradley Jackson
Copyright 2006 All rights reserved.
Please visit my website at www.firstbestordifferent.com

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