Right here’s a touch as to the id of right this moment’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’d like to get solid 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 a number of cameos in it, and it’s made us look actually good.”
Any guesses?
Meet the Grasp
Eric Munn, Director of promoting, 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 price range. (That is loads smaller than it sounds.)
Declare to fame: Introducing these candy limited-edition throwback CTA passes
Enjoyable reality: Juggling isn’t only a day within the lifetime of a scrappy marketer. Eric may also juggle apples … and take a chunk of them on the identical time
Lesson 1: Digital is vital — however it’s not every little thing.
Munn is not at all a Luddite, however he cautions in opposition to focusing a lot “on the present and newest development [that you] neglect in regards to 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 usually Gen Zers and younger millennials.
I used to be stunned that the CTA’s audience skews that younger, however “these are the folks nonetheless studying their transportation habits.” It is sensible — 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 trip. “I believe it’s a good way for a Chicago icon just like the CTA to welcome you to the town.”
It might seem to be an old school 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.
Outdated doesn’t should imply passé. Mailers, billboards, sponsorships, partnerships — these are all “actually nice methods to nonetheless get your model and message into locations, and may be much more inexpensive.”
Picture courtesy Chicago Transit Authority.
Lesson 2: Go native (or no 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 the next likelihood of success.
Munn was fairly particular about what he wished. “Our marketing campaign was centered 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 the sort of content material as, say, a prime journey influencer, these area of interest accounts typically have extraordinarily engaged, worthwhile followers. And in comparison with prime journey influencer costs, native influencers are extra inexpensive, even on a smaller advertising and marketing price range.
(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 course.
Munn says that some days he looks like Tom Hanks’ character in Castaway, who “needed to get actually progressive with only a few assets.” If you’re working for a authorities company, “assets are very tight. You’re doing plenty of laborious work.” And typically 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 internet. Riders, social media customers, even entrepreneurs at different public transport businesses (“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 often posting in regards to 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 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 going through leaner budgets, decrease head rely, or different belt-tightening measures, take into consideration the significant relationships you’ll be able to construct exterior of the standard stakeholders. Like Hanks’ Castaway character, use what you could have 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 folks’s lives higher? —Jeff Wirth, Co-founder of the Interactive PlayLab
This Week’s Reply
A significant 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 folks know who you’re or what you supply. Be sure to’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?
