How to Move Much More Product OR: THE MYTHS OF TRANSIT ADVERTISING EXPOSED
In just 10 days, 65,728 subway riders Pressed Here just to light up a red light bulb. Imagine how they would react to news of your sa
“Transit? Why the heck would I advertise on the back of a bus?” A popular sentiment among busy retailers. For the same reason you advertise anywhere else. To bring traffic in the door – fast – and move product out. Transit works. For instance: in a simple test in December ’98, we told commuters to press a button on our poster. No reason why. No other benefit. Just press it. And in just over a week, 65,728 subway riders did. But how would they react to another message? Well, positively, if you believe Eric Giordano, President of Belvedere Home Improvements: “We have never received such tremendous feedback… from any other medium of advertising during our 28 years in business.” Learn how and why this medium would work for you too. Call (416) 485-7666 and we’ll demonstrate its benefits up close and personal. Meanwhile, please sit back, relax, and let us separate the Transit Advertising myths from the medium.
Give your customers the big picture.
MYTH #1
Transit Advertising Can’t Improve on My Media Mix
This simply isn’t true. (But you’d expect to hear that from us, wouldn’t you?) For the record, we don’t suggest replacing any of the media that work for you like newspapers, radio and flyers. Just getting the most out of them. Imagine being able to tell your customers – all week long – to watch for your flyers on their porch, Sunday morning. Or that your big sale starts Saturday. Transit Advertising provides momentum. (Remember the old maxim: an object in motion tends to stay in motion.) We boost the performance of your other advertising media. Kind of like steroids, except Urban Outdoor Trans Ad is completely legal and won’t make you walk funny when you’re older. In fact, as a serious part of your mix, Transit Advertising can’t help but improve the results of your other media. “Transit advertising has been a strategic media component in building Aldo Shoes’ brand awareness for the past two decades.” – Mark Sherman, President, Media Experts
LESSON #1
Transit Takes Your Message Farther!
They’ve got the time if you’ve got the product.
MYTH #2
Transit Advertising Can’t Impart a Lot of Information
This isn’t true either. And we can prove it. We’ll come to your office and give you a private demonstration. The fact is, riders on subways, buses and streetcars are a captive audience for an average trip of about half an hour. On average, 9 times a week. That’s a lot of time to pass. So riders like to look at the ads. And the more information those ads contain, the more they take in. In fact, interior posters on buses, subways and streetcars ought to be detailed to get the most value from them. What an opportunity! An unoccupied mind, longing for your advertising message. And as the saying goes, a mind is a terrible thing to waste. But what about exterior transit advertising? you’re probably thinking. Good question. Bus and streetcar posters – moving billboards – provide umbrella support for other media. (See Myth 1 for further explanation.) “Chapters chose transit advertising because it is a great vehicle for brand awareness as well as directional advertising for locations on and around transit routes.” – Tom Andrews, Director of Advertising, Chapters Bookstores
LESSON #2
To a Captive Audience, Less Isn’t More!
Wherever you see a transit vehicle, your customers can see your message.
MYTH #3
Transit Advertising Doesn’t Reach My Audience
Wrong again. Truth is, if your customers ever leave home, we reach them. Think of Urban Outdoor Trans Ad advertising as insurance, helping you remove all your eggs from the same basket. Meaning? Not everyone reads the paper every day, or listens to the radio without changing stations. But they do leave home and you can catch them on the way to work. Or on the way to your competitor’s store. Your customers see us on exterior and interior bus posters, Urban Lites backlit posters, vinyl-wrapped Superbuses, Subway Online digital information centres, subway posters (like the one that proves transit advertising works, on the inside cover of this brochure) and more places. If your customers are on the streets of the Greater Toronto Area, they’re getting our message. And because Toronto isn’t actually the centre of the universe, we sell posters in major markets right across Canada. They reach literally millions of Canadians ages 12 and up. “Eaton’s uses transit advertising because of its mass reach potential and affordable cost.” – Rob Hope, Media Director, T. Eaton Co. Ltd.
LESSON #3
Your Customers Get Our Messages Inside and Out!
A great deal of value.
MYTH #4
Transit Advertising Is Expensive
We saved the best for last. Transit Advertising is actually quite (dare we even use the word?) cheap. For instance, Interior Transit Posters boast a cost per thousand exposure rate as low as 93¢. That means you can reach a thousand transit riders for just under a buck. And talk about value. Most riders ride 9 times every week. That’s multiple exposure, and that much more chance of your message sticking. Exterior Transit Posters are seen by just about everyone else – drivers, pedestrians, patio patrons and you. They cost from just $2.23 per thousand exposures. Your local newspaper and radio station can’t deliver those sorts of numbers. Again that’s why Transit Advertising will be such an excellent boost for your other media. Our savvy and knowledgeable account managers will even help determine the most effective media mix for reaching your customers. Still think this is expensive? Let us demonstrate firsthand how Urban Outdoor Trans Ad can bring traffic in the door. And move much more product out. “Transit advertising is flexible and relatively cost-efficient for both media and production.” – Jeff Spriet, Advertising Manager, NIKE Canada Limited
LESSON #4
More Exposure, Less Expense, No Excuses.
Call to see how Urban Outdoor Trans Ad can bring more business through the door