“My toy!”
“I’m not sharing!”
“It’s MINE!”
Today I flew out of the Asheville, North Carolina airport. Adjacent to the airport and right on the main road is a Marathon gas station, a convenience store called “Triangle Stop,” and a Dunkin’ Donuts (see picture below).
Along the side of their parking lot bordering the airport property are signs — about 20 of them — that read:
“PARKING FOR TRIANGLE STOP AND DUNKIN DONUTS. ALL OTHERS WILL BE TOWED. NORTH MAIN TOWING AND RECOVERY 828-674-4233.”
Every other parking space along that side has this sign.
What a complete waste of signage.
Childish Communications
The parking lot owners come across like little kids. They might as well have posted signs that read:
“THIS IS MY PARKING LOT. DON’T STAY TOO LONG OR I’LL TELL.”
“WHEN MY MOMMY HEARS YOU PARKED HERE AND CAUGHT A FLIGHT, SHE’LL BRING HER TOW TRUCK OVER AND TEACH Y’ALL A LESSON.”
“THIS IS MY PARKING LOT, AND I’LL ONLY LET YOU USE IT FOR A SHORT TIME BEFORE YOU’RE IN BIG TROUBLE.”
Fixing a Myopic Signage Strategy
Look — it’s perfectly fine to let people know your parking lot isn’t for long-term airport parking.
Just don’t be cold and nasty about it.
Instead, turn it into a marketing and PR opportunity (with a little humor sprinkled in).
How about signage like:
“Clean restrooms. Snacks galore. Just don’t take a week to find what you need. North Main Towing and Recovery 828-674-4233.”
“Our prices beat airport prices. But please use their long-term parking — it’s a better deal than ours. North Main Towing and Recovery 828-674-4233.”
“Really? Thinking of parking here instead of at the airport? Donut even think about it. North Main Towing and Recovery 828-674-4233.”
“It’ll be easier to find your car when you get back if you use long-term parking at the airport and not here. North Main Towing and Recovery 828-674-4233.”
Any of these would create better PR and likely boost in-store sales, simply because it feels friendlier, and has fun.
Life’s too short to be grouchy about how long someone uses your parking lot.
If anyone knows the decision-makers behind those signs, please pass this message along.
Or maybe I’ll track them down myself. (In a nice way, of course.)
The 3 Big Towaways
- Don’t be so protective that you sound immature and territorial — it’s bad for business.
- Practice conscientious communication — especially when protecting your property.
- Need to warn customers? Do it nicely (and maybe even a little cleverly).
Is there any signage you’ve seen over the years that caused you consternation and bewilderment? Do share!
In the meantime, stay authentic! (And mindful on your parking decisions.)
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
