Our company can set up ad campaigns across various railway stations and trains in the UK to promote your brand to a wide audience.
We can place adverts in railway station and trains themselves to create a widespread campaign which showcases your products and services in different places.
Over 1.68 billion passenger journeys are made across UK railways every year, between cities, towns, villages and within urban areas; it is therefore no surprise that advertising at train stations is a hugely popular and effective form of advertising for many companies. These massive passenger numbers represent a vast amount of potential customers and as you would imagine there are lots of marketing options to target people on their respective journeys; these can include standard railway poster advertising such as platform 4 sheets and 6 sheets ads to more bespoke options outlined below.
Often forming the key transport hub in a locale, railways (and therefore railway station advertising) offers unique opportunities to convey business sales messages to consumers who are both regular commuters or leisure passengers, meaning that this form of marketing is wide reaching and has broad appeal; you will see almost any company or product using train station advertising to promote themselves. At PromoMEDIA we believe train station advertising is a fast track to marketing and advertising success.
So, if railway station advertising or national rail advertising is of interest to your company please drop us a message and we can talk you through the options, or you can simply read on to find out more information.
Railway advertising works for most companies as those who commute by rail on a daily basis are shown to have high levels of disposable income – identified as the AB demographic - after all, year-on-year fare increases have ensured that rail travel is not cheap. Rail passengers are also shown to be lighter viewers of TV (which is typically the most effective form of advertising http://www.promo-media.co.uk/type-of-ads/tv-adverts), meaning that train-passengers’ most receptive form of marketing is often that found at train stations; popular options including 48 sheet billboards or concourse advertising. Their “wealth” demographic also allows them to have access to state-of-the-art mobile devices meaning they often make fast purchase decisions, completing purchases online and on the move – even whilst on their train journeys, WiFi permitting of course!
Both global and local businesses advertise successfully to rail passengers and at PromoMEDIA we manage campaigns which are country-wide as well as more specific location based options, so whatever you are looking for today please get in touch. International companies can blanket train adverts across the country with national rail advertising packages, whilst local businesses can target particular stations or journeys. Ticket purchases and tracked Oyster Card journeys also help to give even more intelligence on travellers’ behaviour including their destinations, times of travel, dates; which can all be used to segment audiences and tailor relevant messaging to them. This means that although train station ads reach a huge amount of people there is also a large degree of targeting, meaning return on investment is very strong and wastage is minimal.
Rail passengers as an audience are often identified as the ideal target for many brands, as mentioned previously daily train commuters are often workers with high-disposable incomes, they are furthermore often seen as “early-adopters”; those looking for the top brands, entertainment and holidays. They are people both looking and with the means to purchase; an advertisers dream!
Train and railway advertising also work well alongside other advertising channels (press advertising works particularly well with train station ads, with local evening papers and The Metro creating a double “advertising hit” http://www.promo-media.co.uk/type-of-ads/press-adverts/), this helping to reinforce existing outdoor advertising messages.
At PromoMEDIA we think one of the best things about rail advertising is, you can target people throughout their journey in different ways using different methods of out of home and railway advertising. We cover some of these on this page, although this list is by no means exclusive, so do get in touch for more information!
Studies show that 20% of all train journeys are not on time or don’t happen at all in the UK – yet those who travel regularly by train will likely argue it’s many, many more! This may be a positive thing for you if you’re a brand looking to advertise at train stations, as passengers have to stand and wait, often bored and sometimes without other distractions for them to focus on – apart from perhaps an eye-catching advert!
Train station advertising is therefore a type of outdoor advertising which has an increased “dwell time” (the amount of time people look at them is high), when compared to standard 48 sheet roadside billboards. The main types of railway poster advertising includes:
These various forms of train station posters (both large and small) are seen by those within the rail station, people waiting outside, those standing on the platform awaiting a train and those simply passing through on a moving train travelling elsewhere; train station advertising is therefore able to target a range of passengers at various stages of their journeys. So, with train station advertising your marketing can literally follow passengers through the station on their journey as they pass through it – and then at their destination as they leave! This is why it’s one of the most popular and recognised forms of advertising and very popular with many clients at PromoMEDIA. Also, station posters can often be chosen by exact location within a station and you can of course choose which stations you want to advertise in as well.
Many major stations have escalators and lifts for passengers to get between floors and/or platforms. These are normally grey and boring places, so advertising directly on these can really draw the eye; there’s basically not a lot of competition in some of these places! Also, when you are in a lift you literally can’t escape and therefore you are forced to stare at the posters that are around you. Taking advantage of the blank canvas that is the grey expanse of escalators and dreary lifts can be done brightly and creatively with well-thought-out escalator ads and lift advertising. As you have a captive audience you also have a bit of time to convey marketing messages in a clever way, you are guaranteed their attention for a minute or so. Brilliantly creative examples have included household name Doritos, who printed an open packet of the Mexican chips at the top of escalators and scattered crisps on each step, cascading down into a happy customer’s open both at the bottom!
Lift advertising has seen success for the like of the Superman movies, featuring Clark Kent’s suit ripping open as the doors slide apart, and British Athletics, having a baton handed from runner to runner as the doors close. These are some of the best and most original ideas we have seen – some of them static and some more lively – but it gets the ideas flowing!
Basically, station escalator ads and lift advertisingin gives you a great chance to get clever and creative when looking to attract the attention of customers and the team at PromoMEDIA can help stir up fresh ideas on making this work for your business.
Despite rail commuters often using online channels and being on their smart-phones or laptops when travelling, on train poster advertising is still very effective. Travelling by rail often leaves passengers without functional mobile devices (the horror!); there is a limited or poor Wi-Fi, whilst as we all know 3G and 4G reception can be patchy. This therefore leaves train passengers with times on their journeys with little to focus on. This therefore opens the possibilities and effectiveness of on train posters ads.
Often these types of adverts are also more affordable than major billboard advertising, London underground advertising and train platform adverts. Targeting travellers with on-board posters and cove advertising (the small thin posters underneath the head-racks) is therefore quite an affordable way to hit commuters. An advert on these is often strong and impactful so they have an instant affect before phone signal come back to life!
Also, did you know that rail passengers are one of the demographics who prefer purchasing online? So, a call to action online works fantastically well, grab their interest and you can often see immediate results. Contact us today if on train posters sound like something you’d be interested in to advertise your company.
Many brands choose to host sampling and promotional events in railway and underground stations to engage with consumers directly during a period where they have ‘time to kill’ while waiting for transport. Events can include, but are not limited to:
Whatever approach works best for you, it’s important to attract two major passenger types: those rushing through and those who have time to engage. This could mean having staff available to simply hand something over to the ones in a hurry, as well as other staff who can engage more.
Going to the toilet whilst travelling on a train isn’t one of life’s most pleasant experiences in the world and so promotional posters on the back of toilet doors often come as a welcome distraction!
Posters on toilet doors talk to a captive audience who are unlikely to want to touch a mobile device and have nothing to do but to wait and look around. These can be used to complement existing channels and other forms of poster adverts, they can be tailored to contain (light, humorous) toilet content. After all, your service, product and brand are anything but ‘bog standard’ – it’s time to flush away the competition (sorry we couldn’t resist the pun!)
If any of the above transport advertising options are of interest to you and train and railway advertising is something you think could work for your company contact us today. As with all our quotes they are free and our experienced and friendly media planners will talk you through lots of options, creating an effective plan to advertise your company, business or product, so full steam ahead (sorry we couldn’t resist again), contact PromoMEDIA today via the enquiry box on the page.