I Have To Pee.

And I know exactly where I want to “go”.

For the past two years, Charmin has set up public restrooms in the middle of Times Square for anyone and everyone to use.

For those of you who have seen the restrooms, but have never gone inside, you missed out on a true marketing trifecta.

Let’s count the many reasons why this is one of the most genius non-stunts I have seen:

  • They made restrooms remarkable.
    • Can you think of any other subject that is more delicate than
      the human elimination system?  Well, Charmin celebrated it.  They had
      cheerleaders.  They had music.  They cleaned each stall after each use.
      And my personal favorite?  They had the softest carpet you’ve ever
      felt.
  • They were guaranteed people’s “business” (I’ll stop with the puns now).
    • Restrooms are a necessary commodity. We all have to eat.  And we all have to go.  There will always be a market for restrooms at the one of the busiest intersections in the world.
  • They had no competition.
    • Before the Charmin restrooms, there were no public restrooms in Times Square.  They were the only supplier, and we’re practically drowning in demand!  It’s like putting a water fountain in the middle of the Sahara.
  • They incorporated trackable direct response.
    • They gave away coupons, which will help drive sales and provide some sense of a R.O.I.  Music to any marketers ears.
  • They surveyed.
    • On your way out, they asked everyone where they were from and whether or not they preferred soft or strong.  They learned about their customers, and then for fun they published the results on their website.

Why is this a trifecta?  Because it contains the three Rs:  It feels Required.  You get quantifiable Results.  And it is soooo very Remarkable.

They’ll even get a bonus R:  Return customers.  I know I’ll be back next year.  How many bathrooms get repeaters?  (If that sounded like a pun, it wasn’t meant to be.  It was an accident.  Hehe.)

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