I know what you are thinking…
Am I really about to talk about using the bathroom…on a marketing blog?
Well…yes. But hear me out.
I attended the 3-day 2012 Jamaica Jazz & Blues Festival at the Greenfield Stadium in Trelawny this past weekend. While the show was absolutely spectacular with beautiful sponsor booths, I have got to say that the best representation from a sponsor was no booth at all.
Charmin – toilet paper best known for it’s cartoony bear mascot who endorses the fact that the toilet paper is so great that it doesn’t chafe you and you can use 4x less – and Bounty – the quilted quicker picker-upper paper towels – were sponsors of the event. Instead of setting up a booth to display products, they chose a more practical approach. You will always have persons going to the bathroom at an event that accommodates over 30,000 people on one night and these persons are used to having bad experiences with bathrooms left untidy, unclean and, of course, the dreaded lack of toilet paper. So here’s what Charmin and Bounty did:
They hired promotional representatives to manage the bathrooms while wearing T-shirts with the logo. As a person visited the bathroom, they would be directed to a stall, but only after the rep checked to see that everything in the stall was in order and sprayed some air freshener to make sure you had the most pleasant experience you could have. Of course, there was superior quality Charmin toiler paper provided in the stalls. After leaving the bathroom and washing your hands at the sink with premium quality hand soap (definitely not the cheap stuff), another rep hands you a sheet of Bounty paper towel to wipe your hands dry and then you toss into the never-overflowing bin. A tip bowl was also provided for persons to show their gratitude in monetary form.
Now, I don’t know about you guys but I am sick and tired of using bathrooms at large events. So when I had this experience for the first time, I was absolutely floored. Brilliant idea and execution by the brand reps of Charmin and Bounty and I look forward to every event that you sponsor in the future.
Also, I am certain your efforts did have the intended effect because not only am I wowed by the experienced but I was also able to confirm the claims in your advertisements and I will now be a Charmin buyer.