Smart Marketing: Zappos

We all know Zappos has a GREAT marketing strategy, but I was floored when I saw an exceptional piece of marketing in an unlikely place…

While traveling home from Orlando yesterday I was in a horrifically long security line. As I prepared to take off my shoes and stand on the gross floor in nothing but socks, something caught my eye. The security bins were all branded with Zappos ads!

What a great way to drive website traffic! Here is what Aaron Magness, Sr. Director – Brand Marketing & Business Development for Zappos had to say:
“By sponsoring the security bins, we absorb the cost that TSA would normally have to spend buying tables, bins, maintenance, etc. (not their primary function or responsibility). Since the airports that have the sponsored security bins don’t have to put the money/time/energy into those efforts anymore, TSA can spend the money hiring/training more agents. And, studies have shown, there is an average of a 16% decrease in wait time for airports that have sponsors for their security bins.”

So, other than helping weary travelers get through security lines faster, what makes this a good move for Zappos?
 

•  Get ’em while they are thinking about your products. While Zappos sells everything from clothing to footwear to accessories, they are known mostly in the footwear space. What better time to reach an audience with a footwear message than when they are thinking about shoes! While travelers are busy taking off their shoes and trying to avoid the “icky” floor, they are presented with a perfectly placed message from Zappos.

• Remind them you sell other items besides shoes. While travelers are removing their electronics from their carryon bags, Zappos is there reminding them they sell laptop cases–genius!

• Sheer Volume. This is a HUGE number of impressions. Not only impressions, but the individuals who are interacting (quite literally, they are handling the ads) with this advertisement are almost guaranteed to notice the ad. It is quite easy to avoid most paid media, but this is one very smart placement!
  
  Security Point Media is behind this media execution. They work with advertisers to get their solutions in TSA lines around the country. Other advertisers using this solution are Charles Schwab, Honda and Microsoft–though I must say, none of those fit quite as well as Zappos!

While my blog usually focuses on expansion stage marketing solutions, like b2b social media and tips on how to podcast, I had to share this one with you!

So what do you think? Is this a good placement for Zappos? What about other brands?