Right here’s a touch as to the id of as we speak’s grasp in advertising: Once I requested what his pie-in-the-sky advertising dream was, he sighed like Ahab looking 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 a couple 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 of the second-largest public transit system within the U.S. with a authorities agency-sized price range. (That is quite a bit 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 can even juggle apples … and take a chunk of them on the identical time
Lesson 1: Digital is necessary — however it’s not the whole lot.
Munn is under no circumstances a Luddite, however he cautions in opposition to focusing a lot “on the present and newest pattern [that you] neglect concerning the reliability and success of some old-school advertising that’s so simple as mailers or billboards.”
Yep, even when your viewers is generally 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 to older teenagers who’re utilizing public transit on their very own for the primary time and 20-somethings who moved to Wrigleyville after school commencement.
So I used to be doubly stunned at how eager Munn is on old-school promoting. Mailers? Billboards? On 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 an effective way for a Chicago icon just like the CTA to welcome you to town.”
It could appear to be an old school advertising 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.
Previous doesn’t need to 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 reasonably priced.”
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 huge benefits to this technique: Affordability and a better 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 implies 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 one of these content material as, say, a prime journey influencer, these area of interest accounts typically have extraordinarily engaged, useful followers. And in comparison with prime journey influencer costs, native influencers are extra reasonably priced, even on a smaller advertising price range.
(And FWIW, all proof signifies that Munn’s onto one thing: HubSpot’s newest State of Advertising 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 modern with only a few sources.” Once you’re working for a authorities company, “sources are very tight. You’re doing plenty of exhausting work.” And generally you wish to knock out your individual enamel with an ice skate.
So when he talks about constructing relationships, he’s casting (pun meant) a large internet. 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 on the whole,” 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 occupied with doing this, and I wished to get your ideas.’” (I used to work in the identical workplace as Munn, and might 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.)
When you’re going through leaner budgets, decrease head depend, or different belt-tightening measures, take into consideration the significant relationships you may construct exterior of the same old stakeholders. Like Hanks’ Castaway character, use what you’ve round you to construct your individual 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’re.
Many manufacturers use messaging that already assumes folks know who you’re 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 all the time wished to get into however by no means have?
