The daily commute to work, sometimes via gym, can be lengthly and unpredictable, yet a necessary and inescapable part of the everyday routine. This sizeable group provides a captive audience for advertisers. Understanding their emotional mind sets, daily routines and attitudes to media can enable advertisers to get their brand on the day's agenda.
Among full time workers in metropolitan areas, the average travel time for commuting to work in the morning is an hour. That translates to 7 hours per week! Fully employed consumers are from higher socio-economic groups.
Travelling from suburbia into business areas from as early as 5am, the morning mindset and mood state will have implications for your brand and creative strategy. The morning drive is generally considered to be monotonous so this time is ideal for communicating new products and experiences.
Consumers are further frustrated by congested routes, major traffic jams, and more often than not, traffic lights not working! Media touchpoints are limited to radio and outdoor advertising whilst driving, providing you with a captive audience keen to be entertained, informed and amused.
Creative that is relevant and resonates with your audience is a crucial element of any marketing campaign, and even more so for Outdoor Advertising! After analysis through TGI there are 10 key themes that have been identified as crucial to successful marketing to consumers on their way to work by car.
10 Creative Guidelines
Wake them up
Entertain, surprise and delight consumers on their way to work. Your brand can positively influence the rest of their day
Break through their apathy
They want information and will seek it out so make it easy to find and accessible
Acknowledge and influence impulse decisions
What to eat, what to do and where to stop off prior to getting to work can be influenced by last minute decisions.
Highly discerning, advertising that entertains has a better chance of success
Drive them to social platforms for more info
This market are social network savvy, as well as technology advanced
Credit them with intelligence
Don't patronise, make your brand's communication as intelligent as they are
Speak to their status within business
Forge an emotional connection by celebrating their success and status within business
Recognise their media touch points
Reach them as they lead they busy and active lives
Give them Quality
Enhance your brands quality perceptions via messages and media selections
Build brand messages on true insight into their business needs