Yesterday I was enjoying our local version of bumper-to-bumper traffic as I was working my way down a major thoroughfare. Along the way I noticed most of the bus benches had the same ad on them. It was an ad for a local mortgage company.
At the same time I was glancing at one of the bus benches I heard a radio ad for the same mortgage company.
How did they do that?
Are they using some super secret high technology that enabled them to tune my radio in to the specific station and play their ad at exactly the same time I’m driving (slowly) by one of their bus benches? Maybe it’s alien technology from “area 51”
Or, was this just a fortunate coincidence? Was this simply a happy accident where the stars lined up at precisely the right time?
I’d say it was neither. I’d say it was the result of a well-planned and well-executed local marketing strategy that is working exactly as it’s meant to.
Remember our golden rule of local marketing:
“You should deliver your message to your market using multiple media, as often as possible within your established budget.”
So, this mortgage company is on just about every bus bench along this stretch of road. They know a lot of people drive on this road and they often do so in heavy traffic. They also know most of these people drive this stretch of road on a regular basis. So, a lot of people will see these bus bench ads on a regular basis, often several times in a 5 to 10 minute span.
And maybe they know a lot of the people in this area also listen to the same radio station I was tuned in to. They could accomplish that with some basic demographic information. Or, maybe they got a little lucky with this part of the equation.
They were smart to buy every bus bench along a busy road. Rather than spreading their ads all over town, they concentrate their message geographically. The effect is that people see their message repeatedly in a short period of time, giving the impression that they’re all over. The multiple exposures help burn their message into your memory.
I have never met anyone from this mortgage company but if I need a mortgage I’d consider doing business with them. In a very competitive industry, their name stands out because they have made it stand out. I’d call that better local marketing.
Do you see similar examples in your town?