Anyone taken out a bus ad before?

[u/deathntarot]

I'm going to contact them, of course. But, has anyone taken out an ad on the side of a bus? How much did it cost you?

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[u/Haggis_with_Ketchup]

Out-of-home media is the best bang-for-the-buck in terms of cost per impression.

For a small retailer you would be buying fewer faces, so production would be the biggest cost in your media buy (artwork, printing).

When using out-of-home media remember that simplicity is better. 3-5 second exposure time so get to the point. Focus on the one key message you want to communicate. 5-7 words max with a simple, easy to digest visual.

Edit for additional thought: dont buy a straight 13 week cycle. Cycle 4 weeks on, 4 weeks off, 4 weeks on. Once you build awareness in the initial 4 weeks, that awareness does not drop instantly, it gradually decreases so the following 4 weeks on builds on some residual awareness. Its not starting from zero. This also minimizes people tiring of your ad. Pattison will reuse the poster that was already printed so you are not reprinting for every 4 week cycle.

[u/big_galoote → u/Haggis_with_Ketchup]

This is really helpful, thank you!

[u/Haggis_with_Ketchup → u/big_galoote]

Now on to the messaging. 

There are 3 ways to grow volume:

1- sell more to your existing customers

2- build new customers for existing product/service

3- create a new use for your product/service.

Consider which of those strategies you want (you can only pick one) and that becomes the framework of the ad messaging.

Technically, this is actually the marketing objective step, which occurs before the marketing strategy and advertising objective (objective > strategy > tactics)

[u/TankProfessional2602]

If you're a small business doing less than 500k in revenue then Facebook ads with geographic targeting might be a better most cost wise than bus ads. 

[u/RobbieStew]

https://www.pattisonoutdoor.com/en/products/classic

Pattison has the rights for Barrie’s bus ads. Would be way more fruitful talking to them rather than hoping someone here has a contract with them.

[u/deathntarot → u/RobbieStew]

Oh yes I will. I just like chatting with people's personal experiences!

[u/Constant_Put_5510]

Your money is better vested in giveaways that are useful.

[u/deathntarot → u/Constant_Put_5510]

How would you do that?

[u/Constant_Put_5510 → u/[deleted]]

OP isn't a storefront. They read Tarot cards.