Address the medium

As far as marketing ideas go, the concept of corporate houses buying up space on postage stamps to spread their message should receive a stamp of approval.

As far as marketing ideas go, the concept of corporate houses buying up space on postage stamps to spread their message should receive a stamp of approval. With ad clutter the buzz, and advertisers fighting every nook and space in the customer’s mind to create a foothold, however tenuous, for their brand, every empty space seems to scream out to be filled with an advertising message. After foreheads and chests already on offer to advertisers, postage stamps seem almost too tame, and obvious, an idea.

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In May last year, the US postal service first played out this innovation — offering stamp space to individuals at a price. In the months that followed, one licensed company alone printed 10 million custom stamps of wedding photos, newborns and even pets. The idea didn’t get licked and instead spawned a phenomenal success. Thus inspired, the US postal service now plans to invite corporates to buy up stamp space. While customised stamps in India may be a far off reality, what we do have is political party symbols on stamps. But contemporary political leaders may want, uh, to push the envelope to get their mugs on the square. The only catch would be that they’d probably have to sponsor the entire print.

Because come to think of it, whoever buys postage stamps nowadays? Unless, of course, we stamp emails now. Now that’s another thought for revenue models for web businesses.