“Hey, how come that guy didn’t have to wash his hands?” That is what my son said — circa 5-6 years old — to a very large, tough-looking gentlemen as he left the public bathroom. Believe me, we left the restroom cautiously. The message is that not everyone washes hands after going to the bathroom.
Now there are new hand-washing signs in the bathroom, and those signs started me thinking about how important it is to understand the environment where we place marketing and the customer journey people travel.
Restaurants are required to post a reminder to their employees to wash their hands prior to returning to work. It’s a great reminder, and I always appreciate the idea. So one is posted by the sink. What? This is a reminder. You have to be at the sink to be reminded, and I’m pretty sure if you are at the sink, you are going to wash your hands. The other sign (the smart marketer) is at the door. Perfect place on the journey to catch someone before they go back to work.
You must think of the journey your customer, donor, stakeholder, prospect or employee is taking before you start marketing. Otherwise, you end up with messaging that only speaks to the choir — or hand-washer in this case.