Hi all. I was riding the BART train the other day and saw a poster for a religion-related campaign. It said, "Are science and religion compatible? Join the discussion," and offered a web address, http://www.godridesbart.com/. Once it sunk in what was happening I realized what a brilliant thing they'd done. Subject matter aside (this could easily have been promo for a dry cleaner), the technique was the thing. Here's why:
1) The organization bought transit ads on a specific train line -- affordable and a great way to target very specific geographic zones. In this case I was on the train that ran from Fremont (eastern suburb of San Francisco) to downtown SF.
2) They created a Web address that spoke directly to people on the train: godridesbart.com. When you key it in it redirects you to http://www.godrides.com/.
3) There was a specific call to action: go to their web site and discuss your religious beliefs with others. You know exactly what to do with the information. Their tagline with their logo supports this: "think. discuss. connect."
4) They can track results. Based on how many people use the BART address they can compare how their message is penetrating, compared to a specific address they might use for similar ads on the buses or the ferries. By slightly customizing a URL they have a campaign-specific tracking method ready to go. And that information can lead to new, tailored outreach later.
For small businesses this is a wonderful idea to think about. Transit ads can be much more affordable than you think and as this campaign shows, you can call people to action in a way that speaks to them directly rather than just being generic.
You can book transit ads to run in specific, local neighborhoods for a short or long duration. Transit can include busboards (inside or out), bus shelters, train stations, benches, you name it. If you've got some more budget you can take over an entire station. A key to success here is being clear on who you're likely to reach -- and keeping it simple. In the case of busboards, for example, less is more. Remember someone may only see your ad for a couple of seconds, so keep the copy to a minimum. Your local transit agency can tell you what their rates and technical requirements are, as well as offer tips on what's most successful.
Have fun and see you on the road...
