Right here’s a touch as to the id of as we speak’s grasp in advertising and marketing: Once I requested what his pie-in-the-sky advertising and marketing dream was, he sighed like Ahab looking the white whale.
“I might like to get forged members from The Bear” — Hulu’s Chicago-set present ” — “to document 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 selling, Chicago Transit Authority
Job: Juggling the advertising and marketing of the second-largest public transit system within the U.S. with a authorities agency-sized funds. (That is quite a bit smaller than it sounds.)
Declare to fame: Introducing these candy limited-edition throwback CTA passes
Enjoyable truth: 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 — but it surely’s not every little thing.
Munn is in no way a Luddite, however he cautions in opposition to focusing a lot “on the present and newest development [that you] neglect concerning the reliability and success of some old-school advertising and marketing that’s so simple as mailers or billboards.”
Yep, even when your viewers is generally Gen Zers and younger millennials.
I used to be stunned 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 and marketing 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 stunned at how eager Munn is on old-school promoting. Mailers? Billboards? In this economic system?
Picture 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 an effective way for a Chicago icon just like the CTA to welcome you to town.”
It could appear to be an old style advertising and marketing tactic, however Munn says he hears from individuals who saved that postcard as a result of it was the primary mail they obtained as a newly minted Chicagoan.
Previous doesn’t must 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.”
Picture courtesy Chicago Transit Authority.
Lesson 2: Go native (or not less than regional).
Final yr, the CTA applied 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 wished. “Our marketing campaign was targeted on utilizing the CTA as a result of it saves you cash, which suggests 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 such a content material as, say, a prime journey influencer, these area of interest accounts typically have extraordinarily engaged, precious followers. And in comparison with prime journey influencer costs, native influencers are extra reasonably priced, even on a smaller advertising and marketing 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 and marketing as a rising development in 2025.)
Lesson 3: Relationship-building stretches in each path.
Munn says that some days he looks like Tom Hanks’ character in Castaway, who “needed to get actually revolutionary with only a few sources.” If you’re working for a authorities company, “sources are very tight. You’re doing loads of onerous work.” And generally you need 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 businesses (“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 commonly 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 enthusiastic about doing this, and I wished to get your ideas.’” (I used to work in the identical workplace as Munn, and might vouch that this isn’t a cynical advertising and marketing play; he’s as real as they get. I’m unsurprised to listen to that he’s discovered success with this tactic.)
Should you’re dealing with leaner budgets, decrease head rely, or different belt-tightening measures, take into consideration the significant relationships you may construct exterior of the standard stakeholders. Like Hanks’ Castaway character, use what you’ve got round you to construct your individual success.
Lingering Questions
This Week’s Query
What’s a blind spot within the advertising and marketing world that, if addressed, would make individuals’s lives higher? —Jeff Wirth, Co-founder of the Interactive PlayLab
This Week’s Reply
A serious blind spot within the advertising and marketing 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 attention-grabbing is enjoyable, however the conversion is in fixing individuals’s issues.
Subsequent Week’s Lingering Query
Munn asks: What‘s a profession you’ve at all times wished to get into however by no means have?
