Results over the years have shown that BRT bus branding & advertising is very effective at driving results in communicating to a mass audience but for the newbies, leveraging this marketing channel to drive the desired results could be difficult.
So, this post compiles of common mistakes to avoid when running a bus branding/advertising campaign. Steer clear of them and you will thank me later.
Before we proceed let’s run through some fun facts about BRT Transit advertising
- Transit advertising leads the pack in outdoor advertising
- Around 30 million people see an ad on a bus every week
- 61% of consumers had seen transit ads on buses within the last 7 days
- 29% of adults commute on buses for a minimum of an hour a week
- 90% of people live within 5 minutes of a bus route
Of course, the statistics above shows that you will be making a huge mistake as a business if you are not leveraging transit advertising.
Unfortunately, a lot of people mess up their campaign with little and avoidable mistakes but thankfully in this post today, I will show you few mistakes you should avoid when advertising on transit buses in Ogun state, Abuja FCT, Lagos state and other cities in Nigeria.
So let’s dive in.
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Mistakes to Avoid when executing your BRT advertising Campaign
Starting without a goal
Setting goals for your bus advertising campaigns will help you to know the metric you are holding them accountable to.
The amazing thing about setting campaign goals is that they give you focus and provide benchmarks to monitor your campaign performance against.
And of course, this will provide the justification to continue with the campaign, stop it or optimize it for more results.
When setting your goals try to ensure that they are measurable and try to avoid vanity metrics. These are metrics that do not necessarily bear a direct correlation to the numbers that you really want.
For instance, you can have a million impressions for the campaign but this doesn’t necessarily mean more sales.
Using vanity metrics to track the performance of a campaign could be misleading. Of course, you could use them to optimize your campaign but avoid using them to track your goals.
Not knowing your audience
Starting a bus advertising campaign without figuring out first who your customers are, where they converge, the routes they take and what appeals to them is a huge mistake.
The truth is what appeals to a particular segment might not work for others.
So understanding who your audiences are will enable you to serve the right messages to the right people.
Not making it bright and colorful
A perfect blend of bright colours will make your ads to stand out.
This is necessary because human brains use colours to recognize traits about products and the brands that produce and again, they communicate with us on an emotional level and are thus more effective at persuasion.
If you are not convinced yet, then take a look at the stats.
85% of consumers cite colour as the primary reason for choosing which products to buy while about 90% of impulse decisions about products are based solely on the products’ colours.
Apart from the science of colour marketing, it is necessary that you remember that the buses will always be on the move and it is will make a whole lot of sense to make the ads to stand out even on transit.
You will be making a huge mistake if you ignore colour psychology in your campaign.
Thankfully, you can learn more about colour marketing and advertising by reading this article by Lindsay Kramer of 99designs.
An average human has an attention span of about 8 seconds, this means you should keep your messages short and direct.
Your stories should be developed to tell people who you are, what you do, the value proposition and why you are better than the competition in 8 seconds.
Don’t also forget that the buses will always be on the move, so try to make them, short bold and catchy.
It is possible to tell powerful stories in a few words. Of course, all you will need is a good copywriter and luckily, we can provide this service at no extra cost
Not integrating other channels
Today’s marketing is multi-channel, multi-dimensional and multi-faceted.
What this means is that you will be making a huge mistake if you fail to integrate other channels to the campaign. Studies have shown that it takes about 5 marketing touchpoints to convert an average consumer.
So these extra touchpoints fill the gap to help drive your message home.
While some customers will buy on the spot, others might need a little more or a few reminders before they could buy. A multi-channel campaign makes this possible.
We understand how difficult doing this could be, so we provide this additional service at your request.
Getting started with your BRT advertising campaign
At Transpose services, we help ambitious businesses to get their brand stories on transit buses delivered to diverse audiences across strategic routes in cities in Nigeria.
We empower businesses to leverage our experience, our team of dedicated professionals and our vast network to get their messages across to the right people.
Over the years, we have executed other impactful bus branding campaigns in Abuja, Lagos, Benin, Ogun state and across the country that help brands get their messages to the right people, turning them into Loyal fans.
From the planning process to the execution, we work tirelessly to ensure our client(s) brand gets seen.
Get in touch with us Discover how your brand can leverage our experience to connect to your mass audience.