Most of us would not consider a bicycle an ideal space to put an advert. Yet, that’s precisely what one business did. As BikeBiz reports:
“A start-up tech firm wants to pay cyclists to pedal – the cyclists’ bikes will be equipped with LCD screens that carry adverts. Because the screens are equipped with GPS chips they could be triggered by geographical locations. So, Londoners could be alerted to an Evans sale when the cyclist-with-a-screen passes close to an Evans store.”
This unique approach to marketing benefits by being flexible and responsive.
First, it allows for multiple business to advertise, to many people, at different times. Second, it is responsive in terms of only showcasing those businesses relevant to that area. There’s little point advertising a shop few in the immediate vicinity would know about or travel to. The whole point is the ad is quick, sudden and relevant: key qualities for effective advertising.
Lacuna Digital, the company behind this, wants to reward cyclists by virtue of the distance they’ve travelled.
Naturally, Lacuna Digital benefits by widening their area of effect for their service. This means more clients will use them. Cyclists, on the other hand, benefit in two ways. They benefit by earning and are incentivised to cycle further. This means they’re paid to be healthier.
All shops can be advertised. Whether it’s bicycle shops or clothes stores. Ideally, each one will prove relevant to the people around the cyclist.
Why unique marketing matters
Marketing is always about trying to convey an idea in a way that, ideally, generates a response. Whether it’s to sell a product or service, we want people to remember us. We want to be the company they think of when they require a particular service or product.
Given how crowded every industry is, however, this can be difficult. Sometimes we’re going up against giant corporations, who have long established themselves as the go-to places for various products. For example, few would consider buying MP3 players or laptops not created by Apple.
Eventually, we would like brand loyalty to do the heavy lifting marketing attempts. Until then, we need to be smart about precisely how we advertise.
A crowded market means either only the giant stand out or gazing at a sea of similar looking offers. Coca-Cola, for example, has begun marketing itself with heart-pulling adverts with universal appeal. They want to associate feelings of joy with their product and have done so successfully for some time. A marketing company, Jane St., used the power of humour, YouTube and women’s issues to create a hilarious ad campaign mocking themselves and others in the industry.
Many will still remember these, even if they never use the product or services.
Thinking outside the box isn’t just a good idea for marketing, but essential. While we can’t all encourage healthy living, like bike advertisements, we can follow that example and be unique.