A very wise man once said to me: "Marketing is showing up after an avalanche selling shovels." Ta-dum-tss! This is a concise way of saying:
* Solve a problem that people have
* Be there at the time they need the solution
The latter is more difficult than the former. By setting up a van in the street outside the consulate, you have solved the timing problem. Advertising outside the consulate would probably be effective, but the immediacy of the van solution is a huge plus. A frustrated consumer is far more likely to act than one who has had time to cool down on the drive home.
* Solve a problem that people have
* Be there at the time they need the solution
The latter is more difficult than the former. By setting up a van in the street outside the consulate, you have solved the timing problem. Advertising outside the consulate would probably be effective, but the immediacy of the van solution is a huge plus. A frustrated consumer is far more likely to act than one who has had time to cool down on the drive home.