Transcript Bus – Discount Package (compressed)

Bus Advertising
Be big, be bold, be seen
This CBS Outdoor presentation is exclusively for
Mansfield BID members only.
Benefits of Outdoor
• 70:30 split between time spent out-of-home and in-home
• Widely distributed, reaching a large audience
• The only significant advertising options on the high street
– Buses cross the city centre 15 times a day, covering over 1,100 km per week
• Cost-effectively build coverage and frequency
Growing audience
Always On
You can’t miss it
You don't have to "turn it on", "tune in", "dial it up" or "turn over the
page" to see it…..IT’S ALWAYS ON
Buses are valued and part of the community
Buses are valued and part of the community
“There’s always a
bus, isn’t there,
everywhere you go.”
“The bus is public
transport, so an advert
on a bus is like a public
advert for everybody.”
“If the bus is travelling
around, it gets you wider
publicity, getting more
people to notice.”
“They bring
people into the
community.”
“Whether you’re on it
or behind it, or see it
alongside you, or
have to cross the
road in front of it, it is
interacting in your
life.”
74% of people in the regions agree that buses
are an important part of the community, giving businesses who advertise on
buses a positive relationship with the local population
Sources: Robert Quayle Qualitative Study, Road to Enlightenment Study
More movement, more interaction
“Why wait for the
customers to come to your
advert when your advert
can come to them? Mobile
media will reach more
people than static forms.”
“A Bus is a moving
advertising board, it
travels across town,
so loads of people will
see it.”
Your consumers
Your ads
Your product
Source: RQQR, Road to Enlightenment (Q Media)
Buses reach people…
Commuters
Commuters
Shoppers
Lunch
School run
6am
9am
Impulse
shoppers
12pm
School run
3pm
6pm
…throughout the day
Town centre
socialisers
9pm
Sustainable Public Transport
- good for your environment
Advertising revenue
CBSO give back part of all
campaign revenue to local
bus operator
Supporting your
transport network
This helps make the
service more profitable
We are supporting Public Transport by providing 6% - 10% of bus company profits
These are the towns/villages that the bus fleet covers. The fleet size is 66
buses in total.
Alfreton, Bilsthorpe, Blidworth, Bolsover, Boughton, Chesterfield, Clipstone,
Clowne, Eakring, Eckington, Edingley, Edwinstowe, Farnsfield, Forest Town,
Glapwell, Halam, Heath, Huthwaite, Kelham, Langwith, Manor Top,
Mansfield, Meden Vale, Mosborough, Newark, New Houghton, Newton
Green, Nottingham, Ollerton, Pleasley, Rainworth, Ravenshead, Renishaw,
Rolleston, Scarcliffe, Sheffield, Shirebrook, Shuttlewood, Southwell,
Stanfree, Sutton in Ashfield, Temple Normanton, Walesby, Warsop, Wellow,
Woodhouse,
7
Bus fleet – Stagecoach Lincoln
Bus fleet size – 91 (Single Deckers – 51, Double Deckers – 40)
Your campaigns will go through the following area’s;
Aubourn, Barkston, Bassingham, Belton, Birchwood, Blankney, Boothby Graffoe,
Bracebridge Heath, Branston, Branston Booths, Cabourne, Caistor, Carlton le
Moorland, Caythorpe, Cherry Willingham, Cleethorpes, Coleby, Cranwell, Digby,
Dorrington, Dunholme, Dunston, East Barwith, Faldingworth, Fillingham,
Fiskerton, Glentham, Grantham, Grimblethorpe, Grimsby, Hagworthingham,
Hartsholme, Heighington, Hemswell, Honington, Horncastle, Ingham, Kirton,
Laceby, Leadenham, Lincoln, Louth, Market Rasen, Metheringham, Middle
Rasen, Naveby, Nettleham, Nocton, Normanton, North Hykeham,
Potterhamworth, Reepham, Ruskington, Scampton, Scotter, Scotthern,
Scunthorpe, Skegness, Skellingthorpe, Sleaford, South Willingham, Sudbrooke,
Swinderby, Syston, Waddington, Washingborough, Welbourn, Wellingore, Welton,
Wragby.
Gravitational Pull Map - Mansfield
Rears
Audience – target and have a conversation with motorists and passengers in their personal space
Dwell time – average 48 seconds exposure to the message giving consumers longer to absorb the ad
Call to action – extended exposure encourages direct response and time to remember details
Coverage – presence in every town, covering urban and suburban areas
Value – lower cost per site providing great value for money
Flexible – buy where you want a presence, whether that’s a TV region, city, conurbation or bus depot
area
Type
4 week campaign
Total Cost inc Production Cost
Bus Rears x13 (20% of fleet)
£132 per panel (RRP £193)
£2,098 (saving £793)
Streetliners
Seen - 74% of consumers regularly see Streetliners (COTM)
Audience – target and grab the attention of shoppers, commuters, students and leisure-seekers
as they walk or drive past
Proximity - prompt impulse purchases on the high street
Coverage – presence in every town, covering both urban and suburban areas
Value – lower cost per site providing great value for money
Flexible – buy where you want a presence, whether that’s a TV region, city, conurbation or bus
depot area
Type
4 week campaign
Total Cost inc Production Cost
Streetliner x13 (20% of fleet)
£139 per panel (RRP £204)
£2,424 (saving £845)
Supersides
Positioning – placed on double decks, Supersides reach above the clutter of the high street
and demand attention from pedestrians and motorists
Audience – target and catch the attention of pedestrians
Frequency – high proposition of sites in condensed city centres, making sure ads are seen
more often by consumers
Proximity – high street presence to prompt impulse purchases on the high street
Effective – 4 times more effective than a point of sale 6 Sheet
Flexible – buy where you want a presence, whether that’s a TV region or conurbation
Type
4 week campaign
Total Cost inc Production Cost
Supersides x 9 (100% of fleet)
£421 per panel (RRP £618)
£4,521 (saving £1,773)
Passenger
Panels
Seen – 11.7m people see interior bus advertising each week (TGI)
Audience – target and communicate with shoppers, young people, older demographics and
commuters as they travel around UK cities
Dwell time – average bus journey lasts around 30 minutes, giving captive consumers longer
to absorb the ad
Call to action – extended exposure encourages direct response and time to jot down details
of the advert
Value – lower cost per site providing great value for money
Flexible – buy where you want a presence, whether that’s a TV region, city, conurbation or
bus depot area
Type
4 week campaign
Total Cost inc Production
Cost
PP basic x76 (50% of fleet)
£17.45 per panel (RRP £22)
£1,722 (saving £345.80)
PP XL x76 (50% of fleet)
£30.72 per panel (RRP £55)
£2,779 (saving £1,845.28)
Mega
Rears
Size – big, bold format making your brand unmissable and memorable
Audience – target and grab the attention of motorists and pedestrians
Brand Building – perfect for impact adverts on the high street
Dwell time – average 48 seconds exposure to the message giving consumers longer to absorb the
ad
Call to action – extended exposure encourages direct response and time to embed the advert
details in the consumers memory
Type
4 week campaign
Total Cost inc Production Cost
Mega Rear Single Decker x1
£1,180 per bus (RRP £2,360)
£2,480 (saving £1,180)
Mega Rear Double Decker x1
£1,623 per bus (RRP £3,246)
£3,423 (saving £1,623)
Bus
Local Business Builder
Streetliners
No. of sites
10
30
8
15
30
Duration
26 weeks
26 weeks
52 weeks
52 weeks
52 weeks
Media Rate Card
£13,260
£39,780
£21,216
£39,780
£79,560
CBSO Local Deal
£3,120
£7,995
£4,680
£7,995
£15,210
Price per site per
4 weeks
£48
£41
£45
£41
£39
Copy Changes
Every 3
months
Every 3
months
Every 3
months
Every 3
months
Every 3
months
Production
£973
£2,076
£1,542
£2,468
£4,152
Total Cost
£4,093
£10,071
£6,222
£10,463
£19,362
£157.42
£387.35
£119.65
£201.21
£372.35
£15.74
£12.91
£14.96
£13.41
£12.41
Cost per week
inc
Production
Cost per week
per Bus inc
Production
Streetliners from only £12(ish) per week
Thank you for taking time to read my
presentation. I hope it’s painted a picture
for your advertising campaign.
Scott Marsh
(07703) 716850
[email protected]