Have you ever traveled with small children? If so, you know how much they love being strapped into a seat. Well, just In case you haven't traveled (or observed someone traveling) with toddlers: they don't like it. Not one bit.
The strict airport regulations don't make it easy on a parent. It adds to the stress of trying to remember everything. Do the kids have their sippy cups? Did I remember my ID? What am I wearing that's metal? What witty zinger am I going to fire at the TSA rep if he tries to touch my junk? You know, things like that.
Oh, and then there's this one: Where the #$&% did I park???
But you know what PDX? You had an answer. Image association.
Yeah, I know what you're thinking–parking lots everywhere have this feature. At Disneyland you can park in the Donald lot... and so can 50 bajillion other cars. Then what happens when you second guess yourself. "Did we park in the Donald lot or the Daisy lot?"
The Port of Portland did it differently. Better.
Not the exact image, but you get the idea.
While pushing our Graco Duo Glider–the limousine of strollers–loaded with our fussing twins, with my wife dragging our suitcases behind her, the last thing on our minds was where we parked. As we headed towards the elevator I couldn't help but notice a large picture depicting a child in a fighter plane. A massive "4" covered the top corner of each image. It was painted on several pillars. In front of the elevator the image again reappeared. When we arrived at the base floor, I noticed a small image directory between the two elevator chambers. Next to the number four was the image of adolescent Red Baron.
Two weeks later, I still remember the floor we parked on. Pretty effective, I'd say.
This was a lesson on branding. Brute repetition can be just as important as brilliant creativity. I noticed the image because it was original, but I remembered the image because I kept seeing it. Sometimes your prospect is in the middle of a meeting, tending to needy children, playing a game, or driving a car when he's exposed to your ads. Not only do you have to get his attention, you have to get him to remember your message.