Bus bench advertising isn't rocket science.
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However, that doesn't mean it's completely latchkey, either. In fact, if your bus bench advertising campaign is going to have any chance of success you'll have to approach it with the same intentionality as you do your other marketing initiatives.
You can't afford to throw money down the drain with a sloppy bench ad campaign. To keep your campaign on track, here are some of the most common bus bench ad mistakes to avoid:
- Bad locations. Bus bench ads are highly cost-effective compared to other forms of advertising. Still, some advertisers get greedy and try to save more money by settling for low traffic locations. Predictably, these ads never generate enough business to make them worthwhile.
- Poor placement. The right location alone isn't enough for an effective bus bench ad. Make sure your ad is positioned to make it easily visible to both drivers and pedestrians. If it can't be seen easily, it won't be seen at all.
- Busy designs. By nature, bus bench ads contain a limited amount of information. If you're looking for a promotional medium to describe your products, a bus bench ad is not your best option. Keep your bench ad short, concise and visually-appealing.
- No geographic/demographic targeting. If you're not taking advantage of the geographic and demographic targeting potential, you're missing out on one of the biggest benefits of bench advertising. Carefully scout out the geographic locations that provide maximum exposure to your most critical customer demographic.
- Underfunding. Don't make the mistake of underfunding your bench ad campaign. Repetition is crucial to your campaign's success and it's a huge blunder to limit either the number or duration of your ad placements.
- Misplaced expectations. Before you launch a bench ad campaign you need to know its limitations. Bench ads should are a single element of a larger marketing initiative. If done well, they can provide linkages to your campaign themes and online resources (e.g. including your website on the bench ad).