Think of marketing strategies as dynamic as being stranded on an uncharted island. Imagine the creativity and resourcefulness you would need to thrive—this is akin to marketing like a castaway. Today’s marketing maestro embodies this mindset with a dream that echoes the passion of Ahab in his quest for the white whale.
“Imagine if we had the stars from The Bear—the much-loved Hulu series centered in Chicago—featuring in announcements or promotional videos for us. It would highlight our status as a true Chicago landmark.”
Our marketing expert’s initiatives have set a remarkable stage for us and elevated our image amidst the Chicago backdrop. Feeling intrigued?
Introducing Today’s Marketing Castaway
Eric Munn, Director of Marketing, Chicago Transit Authority
Role: Orchestrating marketing strategies for the nation’s second-largest transit system with a tight, government-sized budget. A challenge bigger than it seems.
Standout Achievement: Launching distinct throwback CTA passes that captivated the audience.
Unique Talent: Besides marketing, Eric exhibits prowess in juggling apples while indulging in them!
Old-School Marketing Still Holds Power
Though not opposed to technological advancements, Munn advises against ignoring tried-and-true marketing tactics, such as mailers or billboards. While digital trends are alluring, staple strategies remain effective, especially if your core audience is younger individuals setting their commuting habits.
The CTA targets Gen Z and young millennials experiencing city transportation independently. Munn’s faith in traditional advertisement forms like mailers and billboards might seem surprising, particularly considering our economic landscape. However, one of the department’s successful initiatives involves mailing new residents, informing them of the CTA’s accessibility and affordability.
The nostalgia associated with tangible marketing proves not all legacy methods are obsolete. Tactics like mailers, billboards, sponsorships, and partnerships present viable, sometimes affordable ways to extend your brand’s reach significantly.
Focusing on Regional Marketing
Last year marked the CTA’s foray into influencer marketing, enlisting local Chicago influencers. Munn emphasizes that local campaigns offer two critical benefits: affordability and potential success. The initiative aimed to highlight the cost savings of utilizing the CTA, promoting extra capital for enjoying Chicago’s vibrant offerings.
Identifying influencers who focus on Chicago-centered content, Munn realized these niche voices yield highly engaged audiences. Such collaborations with local influencers prove cost-effective compared to larger, generalized influencer campaigns. A recent HubSpot marketing report reinforces Munn’s approach, indicating the upward trend of niche-influencer marketing.
Constructing Meaningful Connections in Marketing
At times, Munn equates his role to Tom Hanks’ resourceful character in Castaway. Limited resources in government settings call for creative solutions and resilient relationship-building. Engaging with riders, social media users, and fellow public transit marketers, Munn broadens his marketing network beyond typical competition constraints.
He invests time in cultivating these connections, sharing campaign insights and gathering feedback. The results speak for themselves, showcasing the fruitful outcomes of genuine engagements in the marketing sphere. Like the resourceful island dweller, leverage existing networks and resources to forge success in the world of branding and marketing.
Unresolved Marketing Insights
Current Thought Provoking Query
Which oversight in the marketing industry, if rectified, would enhance people’s experiences? —Jeff Wirth, Cofounder of Interactive PlayLab
Current Resolution
A widespread marketing oversight is failing to recognize that audiences aren’t as acquainted with your brand as insiders are.
Effective marketing should bridge this gap, clearly communicating product or service benefits while engaging emotion and solving genuine problems.
Upcoming Reflection
Posed by Munn: Is there a profession you’ve always aspired to but never pursued?
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