The Other Kind of Positioning

A bank installs vertical banners at the front of each drive-through lane, cross-selling bank services.  Smart, right?  But think about how you use the drive-through.  As you’re pulling in, you’re looking up to make sure the lane is open, watching left and right to be sure you’re pulling in safely, and maybe even looking around for whatever you need next — deposit, checkbook, etc.  So you’d probably be past the banners before you really get a chance to read them.  Why not put them at the other end, so customers can read them while waiting for their transactions to be processed?  If you’re going to spend time and money creating a message, spend the same amount of time deciding where to put it.  You’ll get a much bigger bang for your buck.