A survey of 500 adults by coach operator National Express in the UK found that two-thirds of them said sitting on the toilet was the time when they thought up great ideas, read a book, wrote a shopping list, played a video game or learnt a foreign language!
Other than I wonder why on earth a coach company wants to know, or has time to wonder, what you do with your time sitting on the loo, it did remind me about another report I read years ago about a company that started posting company notices and updates on the back of toilet doors and found the recall rocketed and was far greater than the paper or even email notices they sent out.
That in turn reminded me of a time when working on baby toiletries where we found recall of TV ads was better often in late-peak time rather than the supposed more efficient breakfast and daytimes.It is all about placing messages when your audience will be more engaged and where your message will stand out more.
While not proposing you start promoting in toilets and bathrooms, it is worth thinking about just when and where your target will be most receptive - or have the time to listen to - a message that they will be interested in. This may not be the time the data says they are watching or listening.
For example, back to the mothers’ example, in the breakfast / daytime while the data says they are watching they are actually busy and multi-tasking. In late peak at night they are relaxing and engaged with what is on (and also a little tired which makes them watch in a more receptive way relieved that baby is asleep and they have some "me time").
What do you think we can learn from what people really do while on the loo study?
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