Right here’s a touch as to the id of as we speak’s grasp in advertising: After I requested what his pie-in-the-sky advertising dream was, he sighed like Ahab searching the white whale.
“I might like to get forged members from The Bear” — Hulu’s Chicago-set present ” — “to file 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 of the second-largest public transit system within the U.S. with a authorities agency-sized funds. (That is so much 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 chew of them on the identical time
Lesson 1: Digital is necessary — but it surely’s not all the pieces.
Munn is on no account a Luddite, however he cautions in opposition to focusing a lot “on the present and newest pattern [that you] overlook concerning the reliability and success of some old-school advertising that’s so simple as mailers or billboards.”
Yep, even when your viewers is usually Gen Zers and younger millennials.
I used to be shocked that the CTA’s target market skews that younger, however “these are the folks nonetheless studying their transportation habits.” It is sensible — he’s advertising 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 shocked at how eager Munn is on old-school promoting. Mailers? Billboards? In this financial 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 experience. “I feel it’s an effective way for a Chicago icon just like the CTA to welcome you to town.”
It could seem to be an old style advertising tactic, however Munn says he hears from individuals who stored that postcard as a result of it was the primary mail they obtained as a newly minted Chicagoan.
Outdated doesn’t must imply passé.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 inexpensive.”
Picture courtesy Chicago Transit Authority.
Lesson 2: Go native (or at the least regional).
Final 12 months, the CTA carried out its first influencer marketing campaign, starting with three Chicagoland influencers. Munn outlines two massive benefits to this technique: Affordability and the next 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 the entire 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 this sort of content material as, say, a high journey influencer, these area of interest accounts usually have extraordinarily engaged, helpful followers. And in comparison with high journey influencer costs, native influencers are extra inexpensive, even on a smaller advertising 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 as a rising pattern in 2025.)
Lesson 3: Relationship-building stretches in each route.
Munn says that some days he seems like Tom Hanks’ character in Castaway, who “needed to get actually revolutionary with only a few assets.” If you’re working for a authorities company, “assets are very tight. You’re doing a whole lot of exhausting work.” And typically you wish to knock out your personal enamel with an ice skate.
So when he talks about constructing relationships, he’s casting (pun meant) a large web. Riders, social media customers, even entrepreneurs at different public transport companies (“a extremely cool group, as a result of they’re not my rivals, 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 recurrently posting concerning the CTA or simply about public transportation normally,” 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 desirous about doing this, and I wished to get your ideas.’” (I used to work in the identical workplace as Munn, and may vouch that this isn’t a cynical advertising play; he’s as real as they get. I’m unsurprised to listen to that he’s discovered success with this tactic.)
In the event you’re going through leaner budgets, decrease head depend, or different belt-tightening measures, take into consideration the significant relationships you may construct outdoors of the same old stakeholders. Like Hanks’ Castaway character, use what you could have round you to construct your personal success.
Lingering Questions
This Week’s Query
What’s a blind spot within the advertising world that, if addressed, would make folks’s lives higher? —Jeff Wirth, Co-founder of the Interactive PlayLab
This Week’s Reply
A serious blind spot within the advertising world is forgetting that most individuals aren’t as conscious of your model as you might be.
Many manufacturers use messaging that already assumes folks know who you might be or what you supply. Be sure you’re clear about what your services or products goes to do to assist folks. Witty and crowd pleasing is enjoyable, however the conversion is in fixing folks’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?
