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Cockney rhyming slang cash machine highlights small business advertising opportunities

Cockney rhyming slang cash machine highlights small business advertising opportunities

August 25, 2009 by James Ainsworth

You may have heard or read that a cash machine in the East end of London is to offer those making hole in the wall cash withdrawals the opportunity to select between the English language and Cockney English. This regional dialect cash machine has caused quite the stir in PR terms-the company who license the machine and service etc will stand to not only raise their own company profile, but see an increased use of the machine through the sheer novelty of being able to take out a 'Lady Godiva' from the 'Sausage & Mash' machine. But what more could it offer for small firms?

The added benefit of increased use of the cash machine could also be converted into serious revenue generation for companies who advertise on the back of the ATM receipts and advice slips which are issued. A simple idea which can be adopted by many small firms be they offering products or services. If it isn’t an affordable option for a solitary business, it could be useful for a small number of businesses to join together in a coordinated campaign within a town.

More recently, ATM tie-in campaigns have seen special offers appearing on advice slips close to payday - the thinking being that it is the time of the month when you are more likely to monitor finances at cash points and therefore there is an increased potential for exposure to customers who are examining their balances and printed mini-statements.

Do you think the three month trial of the London cash machine will prove a success or is it purely a gimmick that sustains slow news day column inches, pub chatter and the like? I think it highlights perfectly the local level creative ideas that can be adopted by small businesses. Advertising campaigns where your business name appears on the back of another local shop’s receipts or car park ‘Pay & Display’ tickets is a great way of bringing your message to the attention of potential customers.

Comments

It's a gimmick, almost certainly the result of a bank employee playing around with Facebook's "English Pirate" language option and having a lightbulb moment. Five minutes of fun, certainly, but I'd be surprised if it lasts. The wider issue of 'micro-customising' customer communications is different - that's surely a good idea, as long as each campaign doesn't take too long to set up.

Anyway, what's with 'Rattle and Tank' as rhyming slang for bank? What on earth does 'rattle and tank' even mean? That said, if I came across one of these ATMs I wouldn't mind using it to pick up my Ayrtons (Senna - tenner) and, er, what's rhyming slang for twenties?

Hmmm... silly season? As far as I can work out the East end is full of trendy graduates from elsewhere in the country who work in medyaaaa and no one speaks rhyming slang except in a post-ironic way, but an interesting idea nonetheless.

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