Right here’s a touch as to the id of right now’s grasp in advertising: Once I requested what his pie-in-the-sky advertising dream was, he sighed like Ahab looking the white whale.
“I’d like to get forged members from The Bear” — Hulu’s Chicago-set present ” — “to report bulletins or do movies for us, highlighting what a Chicago icon we’re.”
“We’ve had fairly just a few cameos in it, and it’s made us look actually good.”
Any guesses?
Meet the Grasp
Eric Munn, Director of promoting, Chicago Transit Authority
Job: Juggling the advertising of the second-largest public transit system within the U.S. with a authorities agency-sized funds. (That is rather a lot smaller than it sounds.)
Declare to fame: Introducing these candy limited-edition throwback CTA passes
Enjoyable reality: Juggling isn’t only a day within the lifetime of a scrappy marketer. Eric may juggle apples … and take a chunk of them on the similar time
Lesson 1: Digital is necessary — nevertheless it’s not the whole lot.
Munn is certainly not a Luddite, however he cautions towards focusing a lot “on the present and newest pattern [that you] overlook concerning the reliability and success of some old-school advertising that’s so simple as mailers or billboards.”
Yep, even when your viewers is usually Gen Zers and younger millennials.
I used to be shocked that the CTA’s target market skews that younger, however “these are the individuals nonetheless studying their transportation habits.” It is smart — he’s advertising to older teenagers who’re utilizing public transit on their very own for the primary time and 20-somethings who moved to Wrigleyville after faculty commencement.
So I used to be doubly shocked at how eager Munn is on old-school promoting. Mailers? Billboards? In this financial system?
Photograph courtesy Chicago Transit Authority.
However one of many CTA’s most profitable campaigns is a brand new resident mailer, reminding them that the CTA is simply $2.50 to journey. “I believe it’s a good way for a Chicago icon just like the CTA to welcome you to town.”
It might look like an old style advertising tactic, however Munn says he hears from individuals who stored that postcard as a result of it was the primary mail they obtained as a newly minted Chicagoan.
Previous doesn’t need to imply passé. Mailers, billboards, sponsorships, partnerships — these are all “actually nice methods to nonetheless get your model and message into locations, and is likely to be much more reasonably priced.”
Photograph courtesy Chicago Transit Authority.
Lesson 2: Go native (or at the very least regional).
Final 12 months, the CTA carried out its first influencer marketing campaign, starting with three Chicagoland influencers. Munn outlines two large benefits to this technique: Affordability and a better chance of success.
Munn was fairly particular about what he needed. “Our marketing campaign was targeted on utilizing the CTA as a result of it saves you cash, which implies extra money in your pocket to go do all the issues that Chicago has to supply.”
So he sought out influencers who make content material like “5 issues to do in Chicago this weekend” or “Chicago’s hidden gems.” As a result of there aren’t as many creators doing any such content material as, say, a high journey influencer, these area of interest accounts typically have extraordinarily engaged, precious followers. And in comparison with high journey influencer costs, native influencers are extra reasonably priced, even on a smaller advertising funds.
(And FWIW, all proof signifies that Munn’s onto one thing: HubSpot’s newest State of Advertising and marketing report recognized niche-influencer advertising as a rising pattern in 2025.)
Lesson 3: Relationship-building stretches in each course.
Munn says that some days he appears like Tom Hanks’ character in Castaway, who “needed to get actually progressive with only a few sources.” Whenever you’re working for a authorities company, “sources are very tight. You’re doing a variety of onerous work.” And generally you wish to knock out your individual enamel with an ice skate.
So when he talks about constructing relationships, he’s casting (pun supposed) a large web. Riders, social media customers, even entrepreneurs at different public transport companies (“a extremely cool group, as a result of they’re not my opponents, proper? We’re all rooting for one another.”).
“I’ve launched myself to many — I name them transit advocate accounts — people who find themselves simply frequently posting concerning the CTA or simply about public transportation basically,” Munn says.
He takes the time now to get to know them “in order that when I’ve a marketing campaign, I can attain out to them and say, ‘Hey, we’re serious about doing this, and I needed to get your ideas.’” (I used to work in the identical workplace as Munn, and might vouch that this isn’t a cynical advertising play; he’s as real as they get. I’m unsurprised to listen to that he’s discovered success with this tactic.)
In the event you’re dealing with leaner budgets, decrease head rely, or different belt-tightening measures, take into consideration the significant relationships you possibly can construct outdoors of the standard stakeholders. Like Hanks’ Castaway character, use what you could have round you to construct your individual success.
Lingering Questions
This Week’s Query
What’s a blind spot within the advertising world that, if addressed, would make individuals’s lives higher? —Jeff Wirth, Co-founder of the Interactive PlayLab
This Week’s Reply
A significant blind spot within the advertising world is forgetting that most individuals aren’t as conscious of your model as you’re.
Many manufacturers use messaging that already assumes individuals know who you’re or what you provide. Be sure you’re clear about what your services or products goes to do to assist individuals. Witty and crowd pleasing is enjoyable, however the conversion is in fixing individuals’s issues.
Subsequent Week’s Lingering Query
Munn asks: What‘s a profession you’ve all the time needed to get into however by no means have?
