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Posted in: Silly Bullshit
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SORTA Improved Advertising

Not sorta improved, quite extremely improved! I commented a few posts back on SORTA’s abuse of the concept of branding to advertise the m+. Well, either someone was listening, or I had absolutely nothing to do with it and they just got better on their own. Found pinned up in the hallways of UC’s Braunstein hall, just steps away from my little desk, I offer you Exhibit A:

poster advertising SORTA transit services

I don’t care how this looks. I don’t care about the brand colors or the consistent use of fonts. What’s great about this ad is that it tells us something. It even does it succinctly!

QUESTION: Want to go to a ballgame?
ANSWER:
Here is exactly how you can go from where you are(UC) to the ballpark.

Exhibit B:

poster advertising SORTA transit services

QUESTION: How about a movie?
ANSWER:
Here is exactly how you can go from UC to either of two movie theatres. Take your pick!

Yes! I do want to go see some movies! And I could take either of those buses to a movie theatre right now if I wanted to. I actually did not know that before I saw this ad1. This ad has offered me new information about my possibilities. My plans could actually change as a result of this.

Like I said, I don’t care about the graphics. What makes these ads unusually great for SORTA is that they tell you how you can use transit and why you might actually want to. But while we’re here, let’s talk about the graphics. They’re good. They’re eye-catching and dynamic. They’re succinct and to the point. They’re even clearly observing the rule of thirds! Whoever designed these, SORTA, please give them this person’s job.

Seriously, I hope this the result of a new hire or something, because I would like to see more of this kind of work coming out of the transit agencies.

Show 1 footnote

  1. In my case because I didn’t know about the theatres.
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Posted in: Ads
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How not to advertise transit

avertisement

Why is this the wrong way to advertise transit? Let me count the ways:

  1. What is “METRO * PLUS”? This ad does not tell us.
  2. Seriously, point #1 is a huge enough fail that I’m going to give it two points. To reiterate, this ad does not even hint at what “METRO * PLUS” might be. Is it a cell phone plan with good uptown coverage?
  3. Assuming we know it’s some sort of transit which is already a pretty big leap for suburbanites and/or foreign students or almost anyone else who would see this ad on UC’s main campus, where the hell does the thing actually go? “Connect uptown” to what exactly? When? For whom?
  4. Assuming we’re informed enough to already know what the m+ is and where it goes, let’s think critically abut the statement: “METRO * PLUS is the smart way to connect uptown.” Why would this be so? Why would the m+ be the smart way? Is the m+ the smartest way for someone living on Ludlow to get to campus? It doesn’t go anywhere near Ludlow. That would be decidedly not smart.
    map of uptown cincinnati
    The smart way? That depends on where you are and where you’re going! For a great many people, indeed, thousands a day in uptown, the #17, #78, or #46, #31, #51, or #19¬† seem to be the smarter way to ‘connect uptown’. These routes are going where they’re going. Taking the m+ to somewhere you don’t want to go would be one of several dumb ways to get around. The m+ is the smart way to get around uptown when you’re starting somewhere near one of the stops and ending somewhere near another one of the stops at a time when the m+ is running AND when another route couldn’t serve you better. The m+ is the worst possible way to ‘connect uptown’ on the weekends(when it doesn’t run).
  5. Finally, are we relying on a minor local celebrity to sell positive associations with an abstract concept and/or set of brand colors or are we trying to tell people about a new transit service they might actually use to get to some real, specific place? It would seem SORTA had the former in mind.

I posit that the person who made and/or approved this advertisement does not themselves use transit much nor do they understand at all therefor how it works or why people would want to use it. This ad probably makes sense to someone who has a degree in marketing, and who sees it as their job to ‘promote Metro’s brand’ or some equally bland, abstract thing. This kind of person would probably be a great fit at P&G where they could work to systematically put smiling, pretty people(potentially also wearing bowties) next to bottles of shampoo or sticks of deoderant. Such products rely on brands because they’re all essentially the same and the differentiation that makes them stand out from the competition must be almost entirely fabricated.

Transit however is substantially, even enormously different in kind from it’s potential competition. Brands¬† simply do not work in such a market in the same way. When products are tremendously different, like a personal car vs. a fixed-route bus, a brand or celebrity endorsement will not be the deciding factor. The facts of either option will be. Which gets you there faster? Which is cheaper? Which is better? This kind of ad tells us absolutely nothing that will help us make a decision about how to get around.

For a transit agency this kind of marketing is just nonsense.
And SORTA just keeps churning it out.

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Posted in: Ads
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