A few weeks ago, I was running by a restaurant that serves vegetarian fare on a somewhat dire stretch of 10th Street in the East Village. They had a table offering free samples. People commuting to work that particular morning could sample what this ten-table place had to offer.
When I first saw the sample sign, I thought "what a nice idea." I'd noticed the restaurant before, but never really been interested in it (probably because I'm usually looking for something a little more indulgent when I'm out in the neighborhood). This move made me reconsider. Here's the conversation I could have imagined playing out among the proprietors:
"Get locals on their way to work to actually try us out. Many of these people often make decisions about what to do for dinner earlier in the day, so why not introduce ourself to them when the streets are a little quieter and they can focus on us?"
It made me think of how to engage potential consumers out of the context of use, but at a time that still represents a reasonable context for consideration.
This isn't a new idea for sure. In a sense, advertising is predicated on it and targeting / placement is meant to get you half-way there. Yet I wonder how else it could be more personally and mindfully pursued? Where else could this be applied?
