In all my years
in new business development,
I have never been shown proof
that bus shelter ads
convert into sales
(yes, even with my stint
in the film business).
They may boost awareness
(a number very easy to manipulate
so I don’t have much faith in it)
but sales?
Nope.
So why do companies,
including the ones I’ve worked for,
advertise at bus shelters?
My theory is…
because executives like
bus shelter ads.
They’re big and glamorous
and high profile.
That’s fine if you’re a Fortune 500 company
with cash to burn.
Not so great if you’re a start up.
Don’t simply follow the marketing programs
of the big guys.
And when marketing companies pitch to you,
ask for SALES numbers,
not awareness.