At a concert at the Palais Theatre in Melbourne Friday night, down in the middle of the theatre during intermission, I noticed a bright bottle of water bobbing above the heads of the crowd. It was a beacon in this venue packed with close to 3,000 people on the night. It aught my attention and I had to go see what looked like magic up close.
On approaching the bottle of water, I could see the person holding it up high had a torch on and facing upward into the bottle – providing the beacon effect. This was a perfect way for the water to be noticed from a distance, for the theatre management to drive water sales inside the theatre in interval, a perfect marketing initiative.
Often when it comes to marketing we look for complex solutions to simple challenges. In this case, theatre management placed the pitch in the right location and used a low-tech approach to ensure it was noticed.
My marketing tim for retail newsagents today is to look for simple, low-tech, ways to promote products from your business in-store and outside.
A secondary time from this experience is to create marketing for the curious, so they will go see up close and, maybe, consider a purchase.