By lbrowning@hubspot.com (Laura M. Browning)

Here’s a hint as to the identity of today’s master in marketing: When I asked what his pie-in-the-sky marketing dream was, he sighed like Ahab hunting the white whale.

“I would love to get cast members from The Bear” — Hulu’s Chicago-set show ” — “to record announcements or do videos for us, highlighting what a Chicago icon we are.”

“We’ve had quite a few cameos in it, and it’s made us look really good.”

Any guesses?

Meet the Master

Eric Munn, Director of marketing, Chicago Transit Authority

Job: Juggling the marketing of the second-largest public transit system in the U.S. with a government agency-sized budget. (That’s a lot smaller than it sounds.)

Claim to fame: Introducing these sweet limited-edition throwback CTA passes

Fun fact: Juggling isn’t just a day in the life of a scrappy marketer. Eric can also juggle apples … and take a bite of them at the same time

Lesson 1: Digital is important — but it’s not everything.

Munn is by no means a Luddite, but he cautions against focusing so much “on the current and latest trend [that you] forget about the reliability and success of some old-school marketing that’s as simple as mailers or billboards.”

Yep, even if your audience is mostly Gen Zers and young millennials.

I was surprised that the CTA’s target audience skews that young, but “those are the people still learning their transportation habits.” It makes sense — he’s marketing to older teens who are using public transit on their own for the first time and 20-somethings who moved to Wrigleyville after college graduation.

So I was doubly surprised at how keen Munn is on old-school advertising. Mailers? Billboards? In this economy?

Photo courtesy Chicago Transit Authority.

But one of the CTA’s most successful campaigns is a new resident mailer, reminding them that the CTA is just $2.50 to ride. “I think it’s a great way for a Chicago icon like the CTA to welcome you to the city.”

It may seem like an old-fashioned marketing tactic, but Munn says he hears from people who kept that postcard because it was the first mail they received as a newly minted Chicagoan.

Old doesn’t have to mean passé. Mailers, billboards, sponsorships, partnerships — these are all “really great ways to still get your brand and message into places, and might be a lot more affordable.”

Photo courtesy Chicago Transit Authority.

Lesson 2: Go local (or at least regional).

Last year, the CTA implemented its first influencer campaign, beginning with three Chicagoland influencers. Munn outlines two big advantages to this strategy: Affordability and a higher probability of success.

Munn was pretty specific about what he wanted. “Our campaign was focused on using the CTA because it saves you money, which means more money …read more

Source:: HubSpot Blog

Author: Aaron