Now, we discussed CMS Cameron McKenna and the ‘Reflect’ customer relationship management programme a couple of weeks ago. Subsequently, those wags at Roll on Friday have run an update in which they reveal how the firm is publicising the initiative internally with the aid of posters stuck up in the company toilets.
Like this:
Now, we don’t want to lower ourselves to ROF’s deeply smutty standards by making all the obvious gags. (Well, perhaps one or two might slip through.) But there is a semi-serious question here: is this a media platform that could become a long-term contributor to the bottom line, or merely a flash in the pan? (Told you.)
Here are some thoughts that occur to us.
1. Think about your brand prestige. ‘Washroom Advertising’ (as it’s known in the trade), irrespective how tasteful the execution is, can make your brand seem just a little bit grubby.
2. Think about your working environment, too. Do you really want to be in a space where there’s no relief from corporate communications?
3. There’s a temptation to make washroom ads a bit lavatorial. Whilst some people might find that funny, others might find it a bit ‘laddish’ and downmarket.
4. Probably best never to put washroom ads in any toilet that might conceivably be used by a client.
5. Experts (and yes, they do exist) say that if you go down this route then keep three things in mind: that readers are likely to want longer copy, that it is possible (thought not necessarily desirable) to formulate gender-specific messages, and that one may include more than one proposition if required.
Washroom media moguls admedia have some interesting gen on their site, including lines such as ‘undivided attention for duration of ‘visit”, ‘captive audience, minimal wastage’ and my personal favourite, ‘long average dwell-times: 55 sec male & 105 sec female’.
In short then, if you don’t mind being intrusive and a bit tacky then go for broke: otherwise, it might be best to put a lid on it.
