Here is an indication of the identity of today’s marketing in marketing: When I asked what his cake-in-the-sky marketing dream was, he sighed like Ahab, who chased the white whale.
“I would like to get actors from actors The bear“-Hulus chicago set show”-“to accept announcements or to accept videos for us, emphasizing what kind of chicago icon we are.”
“We had some cameras and it made us look really good.”
Any assumptions?
Meet the master
Eric Munn, Marketing Director of Chicago Transit Authority
Work: Juggle the marketing of the second largest public transit system in the USA with a budget of the state agency size. (This is much smaller than it sounds.)
Right to fame: Introduce this sweetness Throwback CTA passes in limited edition
Funny fact: Juggling is not just a day in the life of a shabby marketer. Eric can also juggle apples … and at the same time take a bite of them
Lesson 1: Digital is important – but it’s not everything.
Munn is by no means a Luddite, but he warns against concentrating on the current and latest trend (which you) forget about the reliability and success of an old school marketing that is as simple as mailers or advertising boards. “
Yes, Even if your audience is mainly genes and young millennials.
I was surprised that the target group of the CTA is so young, but “these are the people who still learn their transport habits.” It is sensible to market older teenagers who for the first time alone public transit and 20-year-olds who moved to Wrigleyville after the college degree.
So I was twice surprised at how sharp Munich is on the old advertising. Mailer? Advertising boards? In The Business?
Photo with friendly approval from Chicago Transit Authority.
However, one of the most successful CTA campaigns is a new resident mailer, which reminds it that the CTA is only 2.50 US dollars for driving. “I think it’s a great way to welcome you to a chicago icon like the CTA to welcome you in the city.”
It may seem like an old-fashioned marketing tactic, but Munn says he hears from people who keep this postcard because it was the first post that they received as a newly embossed chicagoer.
Old does not have to mean a passé. Mailer, advertising boards, sponsorship, partnerships – these are all “really great opportunities to bring your brand and message to places, and may be much more affordable.”
Photo with friendly approval from Chicago Transit Authority.
Lesson 2: Go locally (or at least regionally).
Last year the CTA implemented its first influencer campaign, starting with three Chicagoland influencers. Munn describes two great advantages of this strategy: affordability and higher probability of success.
Munn was quite specific in terms of what he wanted. “Our campaign focused on using the CTA because it saves them money, which means that more money has to do in her pocket to do all the things that Chicago has to offer.”
So he was looking for influencers who produce content such as “Five things in Chicago this weekend” or “produce chicagos hidden gemstones”. Since there are not as many creators that make this type of content such as a top travel fluencer, these niche accounts often have extremely committed, valuable followers. And compared to TOP trip -Influencer prices, local influencers are more affordable even with a lower marketing budget.
(And FWIW shows all the evidence that Munn is something on something: Drift Kings Medias latest report on the status of the business state Identified niche influum marketing as an increasing trend in 2025.)
Lesson 3: The structure of relationships extends in all directions.
Munn says that on some days he feels like Tom Hanks’ character in Throw awaywho “had to be really innovative with very few resources”. If you work for a government agency, “resources are very tight. You do a lot of hard work. “And sometimes you want to switch off your own teeth with an ice skating.
So when he talks about the structure of relationships, he throws a wide network (word game intends). Driver, social media user, even marketers on other public transport (“a really cool group because they are not my competitors, right?
“I have imagined many – I call them Transit Advocate accounts – people who are regularly posting on the CTA or only on public transport in general,” says Munn.
He now takes the time to get to know her. “So that I have a campaign, I can contact you and say: ‘Hey, we think about it and I wanted to get your thoughts.” (I worked in the same office as Munn, and I can’t guarantee that this is not a cynical marketing game.
If you are faced with slim budgets, lower heads or other standards with belts, think of the meaningful relationships that you can build outside of the usual stakeholders. How Hanks’ Throw away Character, use what you have around you to develop your own success.
Persistent questions
The question of this week
What is a blind spot in the marketing world that would make people’s lives better? -Jeff Wirth, co -founder of the interactive playlabs
The answer this week
A big blind place in the marketing world must be forgotten that most people are not as aware of their brand as they are.
Many brands use messages that already assume that people know who they are or what they offer. Make sure your product or service is clear to help people. Funny and conspicuous are fun, but conversion solves people’s problems.
The continued question of the next week
Munn asks: What career have you always got involved, but never have?
