I don't like having to take off my shoes in the airport security line.
I know it's important to remove and x-ray our shoes for security purposes... but walking around in bare or stocking feet in this public venue grosses me out.
As a creative marketer, I've come up with a solution and an opportunity regarding this unpleasant necessary...
Using their Swiffer line of products, Proctor & Gamble can virtually OWN the area between "take your shoes off" and "put your shoes back on" at the airport.
If you're not familiar with the Swiffer line of products, these are floor mops (both wet and dry versions) that have a reusable handle and mop head, and use a pre-soaked disposable cleaning towel... or more precisely...
Disposable cloths presoaked with an advanced cleaning solution that dissolves stains on contact and dries quickly without streaks.
P&G needs to donate their "Swiffer Wet" product to the TSA (Transportation Security Administration) to use freely and regularly on the tile floors in the security area. (Or better yet, negotiate to have Swiffer demonstrators mop these areas at no additional tax dollar expense).
Not only will the floors be squeaky clean and streak-free, but I'm certain it'll add a lemony fresh scent to the queue area.
In addition, clearly posted signage should tout:
"Clean Floor Courtesy of Swiffer Wet"
If we can clean up after 30-thousand strangers,
imagine what we could do for your kitchen."
To bring it all home, the signage should have a tear-off pad whereby now convinced and converted consumers may take a coupon to obtain a Swiffer for home.
Everyone wins...
- Passengers will feel less resistant to cooperate with the "shoes off" policy
- The airport will smell better
- P&G garners great awareness, sampling and trial opportunity.
There are at least a couple of ways you can deal with this. Yours puts the onus on the airport staff.
You could stick with putting the onus on the user to not wear shoes with metal in them. I have 'airport' shoes I always wear, even if they don't match my wardrobe. But if you insist on wearing shoes with metal, you could carry around a Kleenex-like pocket packet with sock covers, like those worn by surgeons. They could be sold in vending machines or WH Smith.
Pittsburgh Int'l has a nifty device that screens your shoes while you're in line to let you know whether you'll need to remove them or not. Every airport should get these. You could vend these little sock covers right next to it.
Another alternative to the Swiffer suggestion you're proposing would be Swiffer socks with antibacterial properties you could quickly slip over your socks as you were removing your shoes. These would be available right at the screening machine. Then nobody has to mop. Pretty much same amount of disposable refuse. And maybe they can make it cure athlete's foot while their at it.
Posted by: RichW | September 10, 2004 at 09:54 PM
Neat. Take an unpleasant experience and transform it into a branding opportunity. P&G is one of those companies that could utilize this for thousands of different situations.
Posted by: Ryan Saghir | September 11, 2004 at 10:26 AM
Rich - I like the idea of Swiffer Booties...
Ryan - Thanks for the note.
Posted by: Brand Examiner Paul | September 11, 2004 at 02:29 PM
We make disposiable foot covers that cost about 00.05 per set that could be used at the security check points from the time that you slip out of your shoes to past the inspection station. They are treated with sliver kekej that kills bacteria, and they could be thrown away. We can also print the material for advertising and security messages. Call me Gary 800 868-7111
Posted by: Gary Dunn | June 04, 2005 at 12:33 PM
Here's a swiffer tip. After you wash the hardwood floors with plain water (with a damp mop as recommended)go over them with a clean Swiffer to dry them and thus leave no water marks. Quick and easy.
Posted by: kitchenhelper | December 17, 2005 at 10:15 AM