Instead of placing a typical advertisement in the home airport of its world headquarters, John Deere took a creative approach to remind passengers that they were in Deere territory. Throughout the terminal are banks of seats that are replicas of those used in Deere tractors and construction equipment, providing not only a reminder of the area’s premier business but also providing much greater comfort than the standard seats surrounding them.

It may have been impractical to put an actual tractor or bulldozer on the concourse but the seats convey the same brand identity in an instant. Is there a piece of your product or a tangible aspect of your service that could be repurposed for advertising or brand awareness? A nursery could create planters in a mall or place of worship. A potter could provide ceramic mugs for a coffee shop. A discount store could provide shopping carts to use at an outdoor festival or fair.

Signs, social media posts and other 2-D advertisements are passe. Find a way to bring some dimension into your awareness campaign.

About the Author leadership dots by dr. beth triplett

Dr. beth triplett is the owner of leadership dots, offering coaching, training and consulting for new supervisors. She also shares daily lessons on her leadershipdots blog. Her work is based on the leadership dots philosophy that change happens through the intentional connecting of small steps in the short term to the big picture in the long term.

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