Everything is a potential medium to relay your message and market your offering. 

I recently flew on Southwest Airlines and was delighted with its intentional effort to use every square inch available on its napkin to send a message. 

The napkin in the picture below elevates Southwest’s marketing and messaging to the skies because it:

1. Highlights its effort to make flying seamless: If there’s an opportunity to make flying easier and safer for you – ordering your beverage without removing your mask – Southwest will do it.
2. Displays its commitment to safety: Southwest is making every possible effort to convince you it’s the safest option in the skies during the pandemic.
3. Uses every opportunity to engage: Southwest made me not only read the message on its napkin but also appreciate it, comply with the instruction given, and share it with others.
4. Simplifies our next steps: Southwest made this a simple 4-step process – Scan, Click, Zoom & Show – that we’ll remember and act on.