Advertising outdoors is a great way to reach your target market. But one of the best ways to reach your target market outdoors is on the road.
If you’re wondering what the benefits are of bus advertising versus taxi advertising, then you’ve come to the right place. Ultimately, both options are excellent in their own way, and the effectiveness of the advertisement ultimately depends on you.
The most important thing is to remember whom you are trying to reach, and what your goal is with this particular ad. Are you looking to make a big, bold statement, or are you simply trying to get the word out? It’s key to understand your own goals before approaching a marketing company about advertising via taxi backs or bus wraps. The last thing you want to do is spend too much money on the wrong ad format.
So which should you advertise on: taxis or buses?
For example, if you’re simply trying to advertise a new product or service, then a taxi back may be the right fit for you. Let’s say you’ve introduced something new, yet you’re a small business that many people already know and love. Do you necessarily need a bus wrap for that? Probably not. A taxi back may be the smarter move in this scenario, because it’s smaller and, typically, more affordable. You’re not looking to make a grand statement – you’re only trying to raise awareness about something new.
According to ROVA, an Australian taxi advertising company, taxis travel about 148,000 kilometres per year, and are “the only door to door public transport vehicle operating 24 hours per day, 7 days per week, with access to all areas.” In Sydney, ROVA taxi fleets operate everywhere from Richmond, to Penrith, to Campbelltown and Hornsby. According to the company, it’s all about “situational relevance” – the most effective taxi back advertisements evoke feelings such as humour and intrigue among the public.
On the other hand, if you’re looking to make a massive splash, then a bus wrap may be the solution for you. Are you a business or a non-profit that has recently embarked on a huge undertaking? Is it something that the world needs to know about? If so, then a bus wrap may be the right fit for you. For example, if you’re announcing the grand opening of a new location, then you’re going to want significant exposure.
Go Transit is one of the most known bus advertising companies in Australia. They recognize that Australians spend more time outdoors than many other cultures, and they believe that’s one of the reasons why bus advertising is very effective. They also believe that buses reach people “IAM” – In Action Mode, because they are highly receptive while amongst buses. While buses have an appeal because they are always moving, another potential advertising platform is at bus stops.
The marketing platform should be dependent on the message and audience.
It’s important to take into consideration not only the size and scope of your advertisement, but also the message, and how it will be received in these different environments. While taxi backs encourage the evocation of emotions like humour and intrigue, bus wraps may be more appropriate for the more practical and logical side of who we are.
The best thing to do is to take an honest look at your business and what you’re trying to accomplish. If you’re looking to shout to the world about something huge, then a taxi back may not be enough. Similarly, if you’re a niche business that is simply promoting a new offering, then a bus wrap may likely be too much, and the way it might be perceived by the public can backfire on you.
Ultimately, there are several factors to consider when thinking about a taxi back versus a bus wrap. There’s more to it than meets the eye, and it requires a combination of practical business sense and psychological observation.
Take your time – make a strong effort to grasp, and harmonize, these two concepts before approaching an advertising agency. The more knowledge you have going in, the more results you’ll get coming out.
If you are interested in advertising on taxis, buses, or outdoor, come and talk to The 360 Degree Marketing Group, we can assist you in all of your media and marketing needs. Simply call: 61 (2) 8302 4200 or email: firstname.lastname@example.org
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