Observation: This inspiring bit of photography is actually the side of a traffic light controller. Not smooth, rough. Black.How to stop graffiti artists and bill posters? Mess up the surface so it is almost impossible to write or stick anything upon it. Direct, effective and lowers maintenance costs whilst gaining kudos with your client for minimising impact on a beautiful street.
Opportunities:
- A great example of direct and effective is having multiple pay points + point of purchase impulse buys. Primark is a great example, the quicker they get people through, the more transactions they will have because their main limiter is store capacity. The success of Apps is partly driven by the same notion - purchase on the spot, the moment you want it. How can you simply, directly create more purchase occassions in your buy cycle? Is it giving a fast, low cost trial to start using your service, right at your very introduction?
- Building hoardings (mentioned in a previous post) - could they be texturised to stop the addition of bill posters?
- Perhaps using the opposite notion, could a safety jacket be invented that is so slick, not one could ever grab hold of you (i.e. for female runners who run in the dark).
- For a brand, would it make more sense to spend ALL your advertising budget for one year to completely focus on making the BEST ever widget? If it's better, be it in price, function, appearance or another significantly differentiated way, consumers will WANT to by it. Direct logic says that this will help sales.
A good post by @brandautopsy describes a company doing exactly that. And winning.
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