I was standing at the bus stop a few minutes earlier, wondering when they'd put the prices up (it being that 'council' time of year), when along came three buses. I got on the first. 'Pound please,' I asked. 'It's one-ten.' The driver wearily pointed to a massive red notice on the side of his compartment.
Of course, the moral of the story here is that, for your notice to get noticed, it needs to be in the right place. We used to work with an airport organisation who thought it remarkable that scores of people would approach the information desk to ask where the information desk was. There was a big sign overhead (and the second clue is in the words 'over' and 'head').
When I got on the bus, my sole focus was upon aiming my pound into the slot (and then grabbing my ticket from the dispenser before I was jerked down the aisle by the customary slip of the clutch). For me to notice a notice, it needed to be where my eyes went.
I've written at length elsewhere about the millions wasted on instore tv, and my bus experience is yet another small example of the need for marketers to think consumer. The consumer won't adopt your communication route just because you put it there.
