Just last week I was struck by one driver’s creative way of being noticed in Costco’s parking lot. The store was fairly full, and motorists struggled to find an open stall while avoiding an accident.
From this cacophony leapt a license plate practically screaming for attention. It said “SDJPORG.”
To this state-sanctioned message the owner had added a strategically placed 1” black paper dot. This instantly created a mobile device flashing an easily-remembered URL.
Once parked, I jumped online to visit SDJP.ORG; the San Diego Jazz Party. From all appearances, this annual 3-day festival is guaranteed to make your feet move. I like jazz, though I’d never heard of this group until I saw that license plate.
License plates are very visible and inexpensive marketing tools. A customized message costs $53, and can help promote any business, product or service. So why don’t more businesses take advantage of them?
I’ve seen realtors, limousines, and printers use vanity license plates for marketing themselves. Yet I can’t recall ever seeing one saying ‘GR8DNTS”, “MASSAGE”, or even “STARBUX”. Maybe these plates are in another part of the state, or perhaps nobody’s using them.
License plates are limited to seven characters, and periods are officially verboten. This leaves you four characters and a paper dot to do the job.
Imagine a tea house’s owner with the license plate “T42 COM”; A dairy farm with “VITDNET”; or a homeless shelter with “HMLSORG”. Toss in a paper dot and you’ve got truly mobile advertising.
Why can’t Disney put “MINICOM” on a red Volkswagen with white polka dots, then send you to a Minnie Mouse landing page?
You get the idea.
Perhaps everyone just prefers anonymity. More likely they’ve ignored their license plates as marketing vehicles.
But these days you can’t be shy when marketing your business or organization. As our friends in the parking lot proved, a little imagination can potentially drive traffic to your website.
Sadly, “MR MKTG” and “MRMKTG” aren’t available, so I’m working on finding the right combination of domain and license plate. Please stay tuned.
With that said, I wish you a week of profitable marketing.
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