"Marketing marvel" Practical advertising at work

Take, as regards advertising, sometimes better. And in the ad space business, a semi-trailer is about as big as he.

Over the past few years, the US freight industry has been involved in promotion to make advertising more efficient and affordable for businesses whose products they carry. Now, after much study and testing, many are beginning to realize that this marketing tool in motion is not only cheaper, but also more powerful than most other traditional advertising media. The real miracle is that some companies know little about it.

Caravans no longer just deliver products - they also provide promotional messages. Some of the largest names in the transportation industry have signed up for advertising space, including Roadway, Swift, Yellow, Supervalue, Trailways and Greyhound.

Some consider this the 9th form of advertising - fluid and mobility in order to constantly attract the attention of the consumer. This is the common sense of advertising, which is still not very common. - The final form of Guerilla Marketing. Mobile advertising companies are growing throughout the country and are engaged in visual impact, constant movement and the enormous size of this medium, in order to bring American companies and brands back into the advertising game.

The question for advertisers is what they would do for your business if you could reach more than half of Americans on any business day and get your advertising in more than 90% of cases? While on door carriers now reaches 96% of Americans, mobile media is quickly becoming one of the best tools for advertisers to communicate their messages.

Right now, mobile (cargo) advertising can be the most direct way to reach the nearly 150 million people who commute every business day. In outdoor advertising spaces, Truckside advertising is an easily accessible, affordable advertising platform, and research shows that exposure ratings for mobile media trucks were higher than all other outdoor carriers - in combination. (Thibodeaux Research Inc.)

Research and campaigns conducted over the past 5 years show that advertising on trucks can deliver from 30,000 to 70,000 impressions per day, depending on whether it is a regional or national operator. Depending on the market, subway truck advertising is designed for 10-14 million light years per year. An astounding 18 million annual impressions can be caused by a truck in the DMA market for more than 5,000,000 people. Within a few hours in Las Vegas, Nevada, several campaigns of mobile billboards produced more than 150,000 impressions.

This form of mobile marketing can saturate any US market of any size, where you usually have trucks and trailers that travel hundreds of miles a day or around a city block. A mobile campaign can run for as many weeks or months as possible, providing the audience with a graphic advertising showcase with multiple re-views for up to 10 hours per day.

Our mobile community

We Americans are a very mobile society. About 150 million of us move every working day, travel about 300 miles per week on average, and more than 15,000 miles a year. (Taken together, more than 3 trillion miles a year). We spend an average of 15 hours a week on our cars traveling 4 million miles of American roads. For many people, perhaps the majority, the time spent in the car when they can see ads is several times more than the time they have to devote to traditional home media. (Arbitration study)

People move long distances, and as the congestion gets worse, traffic moves slower, and as airlines become increasingly overwhelmed by safety problems and longer delays, people return to their cars to travel across rough terrain. Many people did not even consider air travel for travel less than 500 miles. Vehicle significance and long commutation are becoming the norm. It is estimated that 90% of the population regularly use motorways (DOWS: people use motorways). Road travelers are probably the best audience, and an ad with a mobile billboard is entertainment, and there is little competition for this audience, since there is so little advertising.

Increasing the number of trips makes it difficult for advertisers to achieve their goal through the usual advertising methods. While more Americans travel to work, more vehicles on the road and longer journeys / distances that reach them efficiently from 7 am to 7 pm have become a problem for traditional media. Obviously, there is a huge potential for growth outside the home, in automotive advertising, because this is where the audience has gone. The findings of a recent Arbitron Outdoor Media study seem to indicate that advertising on trucks is the perfect answer to today's consumer reach:

According to a recent Arbitron Outdoor Media study, “media that targets vehicle drivers / passengers reach 96% of the American weekly and outdoor media that target pedestrian traffic, reach 79 percent per week.” Another important finding of the study is that more than a third of Americans work alongside work. Among those who work full time, 62% say that they buy closer to home, and 35% indicate that they buy even around the house / work or shop at work. “This indicates that advertisers cannot target consumers who live near their outlets, and they must also take into account a significant group of consumers who work alongside their work in building their media plans,” says Jacqueline Noel, Sales Director and marketing for Arbitron Outdoor. "By studying the results of the research, marketers can identify foliar media that have the ability to reach a working audience, as well as get an important idea of ​​the role of outdoor advertising in general media mixing."

More significant finds: news about late nightlife does not see 56% of all consumers. 54% of all consumers do not watch morning television. 25% do not watch the evening news. In fact, today 29% of consumers do not read the newspaper. (Source: OAAA 4/2001) Now we are talking about Arbitron (radio ratings) and the guys from Nielson (TV ratings). These are companies that provide reasonable price factors for broadcast advertising. They saw growth in the truck (advertising), while other mediums stalled, and they do something about it.

Auditorium "Big outside the door"

According to Steven Freitas, head of marketing at OAAA, "outdoor advertising is experiencing an unprecedented increase in resources and revenue, and truck advertising plays a key role in driving this growth, providing advertisers with an important new planning option." “Over the past few years, TruckSide advertising has progressed on the basis of economic efficiency and the ability to enter markets where conventional advertising methods outside the home are limited or unavailable.” Now there is complete proof of TruckSide as a powerful marketing tool that influences awareness, attitudes and opinions. "Over the past few years, the outdoor advertising industry has become a rejuvenated media force ... that is ready to compete aggressively in a 21st century media battle."

Embedded media is usually available even in small towns where there is a radio station or a local newspaper. The use of billboards for vending machines can provide advertising opportunities down to the neighborhood level, which can be useful if your campaign focuses on the inner city residents. Truck advertising has the ability to focus on all segments of our society. The versatility and the apparent impact of advertising on trucks allow advertisers to attract the attention of decision makers and consumers in their daily work.

To quote a recent TIME magazine article entitled “Getting on board - old advertising media is being revised”, TIME says: “Thanks to the Internet, cell phones and applications such as Bluetooth and text messages, one of the oldest advertising media is unexpectedly one of the best-selling in the US: Last year, American marketers spent $ 6.3 billion on outdoor campaigns, since billboard advertising is 8% more than a year earlier, making the second fastest growing advertising medium open le Internet. A time when consumers are becoming more mobile and increasingly overloaded with information, the outdoor advertising industry is advertising a billboard, an updated version, and the old standby as the last powerful way to effectively reach a mass audience. ”

Stationary billboards work well if you can provide a great place. The problem is that the best billboard has a waiting list, and a small advertising space will not be visible to most people. Truckside advertising regularly covers an area filled with hundreds of billboards in one day. This is really the last major unused advertising medium, and nothing more.

Mobile Power

Mobile marketing campaigns offer better targeting and greater frequency. For example, analyzing a zip code when a truck goes through a certain zip code where you pull census data associated with these zip codes, such as the age of people in the area, their income, family structure, etc. This is the presence of street level face and his record. People will believe that the products supplied are your products. Truckside advertising provides a significant branding effect, and this is a great benefit.

In short, one big truck ad can generate millions of impressions per year. Imagine that the results with a photographic image are more than the life that your company noticed, day by day - for the 1 / 30th course of a television ad in prime time. The monthly cost of a commercial is about the average cost of a static billboard in the country. Trucks have become so similar to billboards that they are rated equally in terms of impressions made, in which all advertising media are measured in terms of cost per thousand (CPM) - truck advertising is about 1.50 US dollars - currently the lowest in industry.

Does advertising on trucks and mobile billboards really work? Many of the best brands in America and the Fortune 500 already enjoy this advantage. McDonald's, Procter and Gamble, IBM, American Express, AT & T, Bank of America, GM, Delta Air Lines, Kraft Foods, Saab, NBC, Burger King, Toyota, Cadbury Shweppes, Bic Pens, XM Radio, ... all successfully implemented advertising campaigns on trucks and mobile billboards to reach their target audience, where they work, play and assemble.

Amazing statistics show that, again, while outdoor media reaches over 96 percent of all American consumers, most advertising media budgets allocate only one to three percent. At the same time, all advertising media are evaluated in terms of cost per thousand (CPM); advertising on the side of the truck is about 1.50 US dollars - the lowest in the industry.

This is an interesting point, given the fact that it is the only carrier that does not require the consumer to buy something or subscribe to something to view it. (TV, Radio, Newspaper, Magazine, Internet, Direct Mail and Yellow Pages all rely on ads to exist ...)

Today & # 39; s & # 39; marketing must attract the consumer or he will not register - in general. When the average American encounters more than 600,000 media reports a year - any medium that really breaks through advertising clutter, and white noise is really impressive - and most experts agree that this is what it does.

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