The first golden rule of marketing is to be where your customers are. Today, with so many consumers on the move, brands are striving hard to connect with them at every touch-point.
Brands are trying to literally move with their consumers – be it via a cab, aircraft, bus, auto, etc.; consumers are bombarded with brand messages.
Transit media offers advantages that traditional outdoor options may not be able to deliver. exchange4media pens down five reasons why it is imperative for a brand to tick transit media in its outdoor plan...
Can be easy on the pocket
Transit advertising can be the most effective and efficient form of outdoor advertising, reaching more customers at a lower Cost Per Thousand impressions (CPM).
Can be used by mass and niche brands
Brands should keep in mind the strength of the product and most importantly, should understand the relevance of transit medium to its target audience. This medium could be irrelevant to products that are meant for the masses. However, at the same time, it could act as a way to expand market touch-points for the same kind of mass product. It is a best bet for niche brands that look for specific customer profile.
Can be time-lined
With transit media such as interactive screens in cabs and airports, brands can time-line their ad exposure. Mind works best in the day time, so brands that want to attract attention when the consumer is alert can go first and brands that want to impress minds on a lighter note can go later. Advertisers that want to use LED screens, which are now present across many local railway stations, metros and buses, are being advised similar strategies.
Can be engaging
Transit media audiences are not just highly receptive, but also responsive to advertising messages. Technology can come into the picture here and take advertising strategies to an engagement level. Interactive screens in airport waiting area and in-cabs have already attracted eye balls. Efforts are also taken by city bus advertising agents who are designing various tools that can help brands engage their promotional activities using services such as GPS, GPRS, Passenger Info System and Bluetooth services.
Can be innovative
Innovation and uncluttered communication is the right route for brands to grab attention through transit media – be it branding an aircraft, bus or taxi. Visually, transit media can generate attention, create curiosity and if done rightly, become an instant call for action.
The above mentioned thoughts were shared by industry experts such as Nitin Kanungo, Founder and Director, Rings-A-Bell; Rajiv Saxena, Managing Director, Blue Ocean; and Mandeep Malhotra, President and Head, DDBMudra Max)