I often see bus ads for schools. They're usually for private schools but once in a while I see a bus ad for a state school. What a waste!
Why? Three reasons.
One. You can't measure impact. How can you tell if your ads are having the impact you want? You can't. Unlike measuring CTR (click through rate) on social media ads or number of scans of a QR code, it's extremely hard with bus ads to know if your precious marketing budget is being used wisely.
Two. They're out of date. A headteacher and friend once argued the effectiveness of bus ads with me, saying that you get extra months for free with back of bus ads. Why? Because they saw one bus ad for their school's open day, but for the year before! Whilst some might say that means free marketing, to me that suggests competition isn't super high for this advertising spot and other marketers simply aren't interested in using that space. Come on schools, time to take the hint!
Three. They're expensive! In order to have decent impact the recommended spend on bus ads is £3,000+ a month. What I wouldn't give to have £3,000 to promote some of my schools. There are so many better ways of using your marketing budget!
This isn't the time to spill the many, many, many other methods I'd use with that kind of money.
But, if you're interested in finding out how I'd put it to better use (more views, better targeted at your audience, measurable and greater impact)...give me a call!
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