How many times have you encountered that familiar phrase, only to find a rare gem of an example that truly brings it to life? Couple this with some skillful copywriting, and… voilà! You’ve got a compelling point of sales communication!
During a leisurely wait before my flight at Athens International Airport, I stumbled upon a clever bookshelf encouraging passengers to select a book based on their flight duration.
Next time you find yourself at the Greek capital’s airport, ensure you “book” your flight according to your anticipated time in the skies. As George R.R. Martin once eloquently expressed, “A reader lives a thousand lives before he dies… The man who never reads lives only one.”
Solution Marketing POS messaging @ Athens International Airport
As I was running around my neighborhood, I noticed the below sign in one of the house construction sites along my route. It drew my attention, as it was a clear warning label for keeping safety precautions while on site. One would argue “What’s the great deal about it?” and I may agree to a point until I realized that this communication is checking two very important boxes
It serves a great purpose, that is of work safety in a clear, illustrative way
It communicates the company group’s name, the company and also a brand motto (which is so cool for a cement company as it translates “relationship on solid foundation”)
Building further on the second point, this leadership practice of placing such signage is ultimately showing respect and professionalism and could be translated multifacetedly as taken by various stakeholders. The constructor (B2B client) is happy with a useful piece of communication material that upgrades his image while keeping him compliant with H&S rules, the potential B2C customer translates this as a responsible practice which may affect positively his preference when buying a B2C product from the company (eg. for DYI use), a business professional may consider the company for employment, a prospect investor may consider purchasing company’s stock (even though Lafarge’s stock has stopped trading in the Athens Stock Exchange for some time)… and the list goes on.
Some may find “Everything Communicates” a cliché, I find this a perennial universal truth.
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