Fridge magnets - sheer marketing genius...

It is a ritual repeated millions of times every day across Australia.  You get home from work and there sitting on the kitchen table is that dreaded pile of envelopes.  Junk mail mainly and the inevitable bills. 

You know the drill.  You tear open the envelopes steeling yourself for the bad news.  On Monday night I did exactly that.  In one envelope was a flyer for a new doctor’s surgery opening up in our area.  What do I need that for?  We’ve got a family doctor albeit on the other side of town since he moved suburbs a few years ago.   But then I noticed there was something stuck on the flyer – ah, my old favourite: a fridge magnet!  I must have been distracted because the envelope never made it to the bin.  An hour or so later, I noticed my wife had grabbed the fridge magnet and slapped it on the fridge.   

Ah, the family fridge – the core of every household’s critical communication needs.   Maybe you are one of those clean fridge freaks, I bet you don’t accept junk mail either.  Not at our place – and not in many others I suspect.  If you want to know what’s going on, what really matters inside most Australian households, just look at what’s stuck on the family fridge.  The school canteen roster, the kids’ sport fixtures, a reminder of the dentist appointment, the half written shopping list and the scrawled reminder that you are booked to have dinner with the in-laws next weekend.  That’s why I love fridge magnets.  Real estate agents worked it out long ago – and as much as I detest their cheesy smiles and awful hairdos, I love the ten centimetre squares of magnetism that allow me to stick a piece of A5 paper in the one place I know it won’t be missed: Darl, we need milk…

Fridge magnets are probably considered a bit old and daggy in this modern digital world but for me they epitomise what great communication is all about.  They are relevant and useful to the end user. I’m not saying they are the communication solution for every business…but if you are targeting services at householders, I’m not sure I could suggest anything better.

Plumber?  I don’t need a plumber!  But you never know, I’ll just pop it up there…next to the dozen others.  Then the hot-water system has a coronary, the shower is cold and the family is in revolt.  Without question, there’s only one solution – I head for the fridge!  Now where’s that phone number?