Who Sees the Sign Above the Toilet?
Photo by Jeff Nelson
During a recent stint as a relief manager at the Kananaskis Wilderness Hostel, I found myself in a position to observe the intersection of customer behaviour and physical messaging. It was an observation made in the restroom, but it provided a stark lesson in the fundamentals of marketing.
Above the toilet hung a well-intentioned sign. It was crisp, clear, and perfectly written, detailing the importance of energy efficiency—reminding guests to turn off lights and conserve water.
The message itself was faultless. But the placement? That’s where the marketing lesson begins.
The Blind Spot
The sign was positioned at eye level for someone standing. Now, consider the logistics of restrooms: a significant portion of the audience would be in a position where the sign is entirely outside their field of view.
While the hostel’s intent was to reach 100% of guests, the physical placement meant the message likely reached less than 50% of the demographic (only men standing).
This is a classic case of the right message, the right target audience, and the wrong delivery point.
The Marketing Parallel
In marketing, we often fall into this same trap. We test our copy, perfect our designs, and ensure our brand voice is consistent. We invest heavily in the content of ads, email headers, and landing pages.
But how often do we fail to consider the "placement" of our message within the user journey?
Think about your current campaign architecture:
Is your call-to-action (CTA) positioned where users are actually looking? If your hero image is high-converting but the "Buy Now" button is buried below the fold, you are effectively leaving your message on the wall behind the user.
Are you accounting for user behaviour? Just as the bathroom user’s posture dictates what they see, a mobile user’s scrolling behaviour dictates what they consume. Are you placing your critical value proposition where it's visible to a thumb-scrolling, distracted, or multitasking user?
Is your message universal? If you have a diverse target audience, assuming that everyone approaches your content from the same angle is a mistake.
Strategy Over Content
For the hostel, the fix is easy: move the sign or add a second one at a lower level.
In business, the fix is to think ahead and figure out your customer's "eye level".
Before you obsess over the perfect headline, map out the customer’s journey. Ask yourself: When the customer is ready to receive this information, where is their focus? Great marketing isn't just about what you say. It’s about ensuring that when you say it, your audience is actually in a position to see it.
Don't let your best insights disappear into the wall behind your customer. Take a step back, look at your placement, and make sure your message meets your audience exactly where they are.
Kananaskis Wilderness Hostel, in the Winter
Photo by Jeff Nelson