In 2021, a photo of a portable restroom went viral. And with that, an opportunity for big-time advertisement was wasted. 

The reason for its social media success can be attributed to timing. You’ll remember in 2021 that the housing market was a bit in shambles. Everyone wanted real estate and listings were few and far in between. When something did hit the market, demand created bidding wars and raised prices to irrational heights.

That’s where the humor in the photo resides. It was a real estate sign placed in front of a land lot along a street. Coincidentally, right behind the for sale sign, was a portable restroom. The placement of each made it look like the toilet was being listed by a real estate agent. I’d love to include the image, but was not able to gain permission from the photographer. 

The photo gained traction when famous comedian Daniel Tosh of Tosh.0 shared the photo to his social media page with the caption, “and only paid $50,000 over asking.” After hitting his page, the photo went viral and was shared thousands of times across all social platforms. Even now, four years later, it is still popping up.

Whose restroom is it anyway?

It is a comedic image. I love that someone saw the humor in it and decided to snap the photo. But here’s why the image caught my eye. Four years of internet circulation, and thousands of shares, views and comments, but there is no way for people to trace it back to the operator because the toilet in the photo had zero company decals. 

Later on in this issue’s Business Incubator column, you’ll get to know Brody Solomonson, a young man who brought plans to his father that detailed a portable restroom business he wanted to start up and operate. When the story was complete and I was putting together photos to go with the article, I sent Solomonson an email asking for caption material on a few selected images. One of the photos included a brand new service truck the company just got on the lot, and he asked me not to use it for one simple, but wise reason. It did not yet have the company decals on it, and as Solomonson stated, “We are huge on brand awareness.” 

Sticker savvy

In a world where everyone is faster to draw their phones for photos than Wild Bill was his revolver, plaster your logo on everything you can. The photo described above isn’t the only portable restroom I’ve stumbled across on social media, so this is just one example where a well-placed logo can mean huge brand recognition. Think of the exposure that business would have received if they had their name displayed front and center. Don’t be stingy with decals either. Place them on the front, sides, back, wherever you have a canvas, paint it, because you never know what side might show up in the background of random photos.

There are plenty of companies that specialize in high-quality outdoor decals designed for restrooms, so when your next shipment of new restrooms comes in, make sure a shipment of decals comes with it. Be proud of your brand and display it!

Thanks for reading this month’s issue!