As I was standing in a very slow moving security line at Newark Airport this morning, I got to thinking about an article I had seen earlier this week. Apparently, the TSA is going to begin selling ad space on the bins that people use for their computers, toiletries, coats and shoes. The TSA says that the bins are great places for ads because people who are going through security are in a heightened state of awareness and will register the ads’ message.
In my book, 4 Secrets of High Performing Organizations, I argue that it is important to build relationships with important constituencies outside of your organization. Customers are a very important constituency for any business. Advertising is one way in which companies build relationships with customers.
Still, I think that placing ads in the bottom of bins used at airport screening locations is a bad idea. I go through airport security twice a week almost every week (sometimes four or six times a week). When I am undergoing the screening process, I am focused on getting through it with a minimal amount of hassle. I have it down to a regular process.
- Secure two bins.
- Remove my computer from its case.
- Remove my toiletries from the other bag.
- Place the computer and toiletries in one bin.
- Remove my jacket, place it in the other bin.
- Put the bin with my jacket in front of the bin with my computer and toiletries.
- Put my computer case and suitcase on the table behind the two bins.
- Remove my shoes and place them in the bin with my jacket, just before going through the metal detector.
- Go through the metal detector.
- Retrieve my shoes from the bin and put them on. (I hate standing on a cold dirty airport floor in my stocking feet, so I minimize the time I am without shoes.)
- Retrieve my jacket, and put it on.
- Retrieve my computer and put it back into its case, securing it with the Velcro straps.
- Check to make sure my cell phone, air card and computer cords are still in my bag.
- Close the computer bag.
- Retrieve my toiletries, place them in my suitcase.
- Hook up my computer bag and suitcase.
Then I’m on my way. I know this might sound a bit anal, but I repeat this process in the exact same way every time I go through airport security. I find that it is the most efficient way of getting through security.
Would I be likely to even notice the ads in the bottom of the bins? No.
If I did notice the ads, I would be unlikely to have a positive view of the product being advertised. At best, the product would be something that I associate with a difficult and unpleasant experience -- airport screening. At worst, the product would be something that I associate with the reason for the enhanced screening – terrorism.
Ads in the bottom of TSA bins? Not common sense in my opinion. That’s my two cents on ads in the bins used by the TSA at airport screening locations. What’s yours?
That’s it for today. Thanks for reading. Log on to my website www.BudBilanich.com for more common sense. Check out my other blog: www.CareerSuperStar.com for common sense advice on becoming the life and career star you are meant to be.
I’ll see you around the web, and at Alex’s Lemonade Stand.
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