Natural media is the ideal media to use to test communication messages whether they are for commercial purposes or for urban communication purposes.
Placing permanent communication messages is expensive. Not only are the costs of the material high but also the costs to installing them can be very high. That is why testing messages to see if they work before making a large investment is a smart way to work.
Last year Natural Media Experts was asked by the City of Amsterdam to place messages on the Rembrandtplein with the goal of helping to solve the bike parking problem. Horizontal signs were not working nor were signs posted at the entrances to the local businesses. What was needed was communication that would reach the right people, at the right place at the right time. The results were that within two weeks 95% of the bike parking problem had been solved.
The trial was so successful that this year Amsterdam invested in permanent tiles that will continue to work for years to come.
The city of Amsterdam is using natural media to test many different communication messages. Those that are proven to work they invest in. Those that are not they save money by not investing in. This is only one of the benefits for cities to use natural media.
Natural media is affordable, messages can be fine tuned and they can be removed when campaigns are over.
This help cities like Amsterdam bridge the gap that often exists between cities and the people they govern. Smart!