That giant canvas for marketers

The physical world is a giant canvas for finding, communicating and connecting with customers. A truck and its driver serves as a reminder.

By Brian H Meredith.

In a world where the online and cloud environments appear to be dominating marketers’ thinking, there is a growing risk that the physical world is being ignored. Yet the physical world is a giant canvas in terms of marketers finding, communicating and connecting with customers and potential customers. We will continue to ignore it at our peril. A simple yet effective brand incident best highlights the importance of this. Recently my wife was sitting in heavy traffic on Auckland’s Northern motorway when she noticed a haulage truck with unusual livery. The entire vehicle had been designed and liveried not just in the name of the company, not with flash stripes or strange logos and a corporate sounding proposition line, but with a huge and impressive image which showed photographs of seven key people…

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NZBusiness+Management (Digital) - 1 Issue, November 2015

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