Promoting your solution when the need is fresh


I saw an article recently about one of those new laptop bags that are designed to help you get through airport security lines faster. I can’t speak for where they are currently advertising the product, but one question stands out: why not showcase the product right in the airport itself? For instance, you could put up billboards in the airport terminal, and make sure the stores closest to the security line have point-of-sale displays focusing on how much hassle the customer could have avoided. By delivering the right message when the need is fresh in the customer’s mind, you greatly increase the chance they’ll see the value in the product and make a purchase.