Fast Company

Tricks of Other Trades

When developing in-store creative, you can think of your customers as cars on a highway. They are zipping in and out of your store and have limited time to read the "billboards" you've posted. You have just a few seconds at each stoplight to catch their eye.

Another practice that has helped me to think about messaging differently has been to apply the rules of effective website design to in-store message design. Don't Make Me Think by Steve Krug provides a "common sense approach to web usability."

Concepts like...

  • When I look at a web page it should be self-evident. Obvious. Self-explanatory.
  • I should be able to "get it" -- what it is and how to use it -- without expending any effort thinking about it.

What tricks of your trade (or other trades) do YOU have to help ensure you're as effective as possible in your communications?

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3 Comments

  • Darren Little

    Absolutepoker.com Brands World's First Human Billboard for Poker

    TatAD.com announced today that one of their members will be paid $3000 U.S. for a TatAD of the AbsolutePoker.com logo.

    The TatAD member, who goes by the name SEEKNWSOP, (Seeking World Series of Poker) stated “If I’m not playing in a tournament, a poker night, or in a club, I’m online playing at Absolutepoker.com. It’s like my second home, so being branded with their logo just made sense.”

    SEEKNWSOP is now the World’s First Human Billboard for a Poker Company and was branded with the logo of AbsolutePoker.com on his right forearm on March 3rd 2005, after registering online at TatAD.com; the world’s first body branding community website.

    Call it a coincidence, or just call it sweet luck, but 3 weeks after getting the logo tattooed on his forearm, SEEKNWSOP emerged as the Poker Champion of Harrah’s Casino in Las Vegas. This is a member that is confident in his poker playing and estimates that he plays 5000 hands of Poker every month and states that one day he will win the World Series of Poker. He added “When I sit down at the poker table and people see AbsolutePoker.com tattooed right on my arm, they know I mean serious business!”

    TatAD.com is a cutting edge marketing website with a community of members who are willing to promote companies they are fond of by tattooing the company’s logo on their bodies. They are committed to showing or talking about the logo and the company to general or targeted people in order to create word of mouth advertising regarding the company they have been tattooed by.

    Contact: Mark Chadwick
    778-773-2824

  • tom

    make a small game. Sample: put a small christmas tree every day on an other website of your site an offer a present for finding the tree ( x% discount)

  • Eddie Powell

    With 25 years in Advertising / Marketing and now teaching.. one of the basic rules is not more than 7 words on a billboard can be read on a highway at 55+ miles per hour by drivers.. similar time and recognition by in-store point of purchase readers.

    I like to think out of the box - new ideas - I am putting together my own low power FM radio station to "broadcast" information throughout our campus area and adjacent neighborhoods. It should cover a couple of miles in all directions but certainly something new and unique to our area!

    Eddie Powell
    614-325-5456 Delaware (Ohio) Area Career Center Adult Education and Training Center