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This question has been closed, and points have been awarded.
Help Needed In Selling Advertising Space On Cars
Posted By: adam_johnson31 on 6/29/2005 7:44 PM (CST) 250 Points
I want to start a company which has a database of people who have various driving patterns throughout the city. I then want to approach SMB's and sell advertising space on these vehicles essentially making them moving billboards. The driver of the car will receive money based on how many Kilometres they drive and how frequently he/she drives on busy traffic routes.(For fully wrapped cars, GPS tracking could be used to reassure companies that their ads are being seen and that the drivers are following the agreed upon routes to and from work etc.). I beleive there are many drivers out there who would go for this as long as the graphics look somewhat tastefull . I think that people who commute to Toronto from surrounding areas might be ideal prospects as they are getting slammed with ever increasing gas prices. I know this idea is not unique but I think it is an untapped market in the Toronto area.

My question is: How should I market this idea, locate potentially interested Drivers and Companies to sell the ad space to?

Please help.
AJ

Posted by: rob Accepted Answer
6/30/2005 9:05 AM (CST)
You could always try a community billboard, ie, Craig's List to find interested parties (drivers). As for the businesses, I think you'd have to approach them directly. As for the potential ROI, you could possibly use the recent pregnant woman who wore a company logo on her stomach or the guy who was paid by the same company to wear their logo on his forehead.

Best of luck.
 
Posted by: NuCoPro Accepted Answer
6/30/2005 10:45 AM (CST)
Before you dive too deeply into this I strongly suggest that you, at least, prepare an outline of a busines plan. Also, do some market research on people's willingness to participate, and how much they would want paid to make it attractive.

I have a feeling the amount people want for making their vehicles traveling billboards is going to be more than is economically viable. Remember you have to charge the advertisers that cost, PLUS your expenses to setup and administer the program, AND you have to make a profit!
 
Posted by: E-Marketing* Accepted Answer
6/30/2005 11:00 AM (CST)
I'd do it if someone would just pay for my gas! I'm riding my bike to work now in the sunny weather, maybe the advertiser could just come fill my water bottle from time to time :^).

Seriously - sounds like a fun project. I'd agree that you need to consider who would put this on their cars, and I'm sure you'd find a big opportunity in T.O., for instance car-pool / van-pool vehicles may be prime real-estate. So, once you look after your supply, you will want to turn your attention to demand.

MediaExperts in T.O. is a media buying company and (in my opinion) they are very good. You could probably get some time with someone there to discuss your concept and see if they think they could sell space.

Best of luck. I look forward to seeing branded cars soon!
 
Posted by: stevea Accepted Answer
6/30/2005 5:24 PM (CST)
It may just be that I’m British and therefore terribly reserved, but I think that someone would have to be stark-barking-bonkers to agree to have some corporate twaddle plastered all over their personal car.

And as to agreeing to have some third party monitor their movements via GPS? That unexpected visit at 12.30 a.m. to 1122 Vermont and Queens, or whatever you Canadians call the red light district of town? You’d trust them with that kind of intrusion into your personal life?

Seriously, I agree with Vevolution in that you should study this one long and deep before committing your funds. I think that rob probably alluded to the correct model to compare it with – these people probably need help. They are not formula One drivers and even Michael Schumacher doesn’t have a McDonalds logo on his Merc and his helicopter has only the mandatory civil aviation identifier!

Steve Alker
Unimax Solutions
 
Posted by: mgoodman Accepted Answer
7/2/2005 9:28 PM (CST)
Time for some market research, I'd say.

First, I'd start talking to people in the advertising business. There are several good agencies in Toronto. Talk to them. Prepare yourself for the interviews by creating a short list of the questions you'd want answered. Memorize the list. Then go into the meetings and ask. Listen to what they say, and take detailed notes.

Don't try to convince these folks that your idea is wonderful. Just ask your questions and record what they say. Talk to at least a dozen savvy advertising folks. I'll bet they've seen things like this before. And, if they're any good, they know what their clients want/need too.

After you've spoken to at least a dozen people, go through your notes and see if you can find a common thread, or some anomalies that might suggest a marketing strategy for yourself. Or be open to the possibility that the great idea isn't so great after all. (I'm not saying I think it is or isn't. I'm just urging you to maintain a sense of objectivity at this stage.)

When you've done this, come back and we'll help you take the next step.
 
Posted by: Goincrazy* Accepted Answer
7/5/2005 8:15 AM (CST)
no matter what dont scrap your idea now.

The important thing is u have an idea which is new and never been done before.

Othrs might have come up with the idea but as there are less than 8% business people in the world, u may have understood that y most of us (the so called consultants) actually work for other people while u might starty one of your own.

my point is go for the research and dont get disheartened with early negative feedback, try to fill the glitches and we are always here for u.

i dont support the carpool theory , it always follows a pattern wnd which means that the chance of same people veiwing the ad everyday increases.

rather i would opt for a planned (7/15/30 days) route for the cars.

anywayz a lot to happen before you further devlop the plan...
 
Posted by: SRyan ;] Accepted Answer
7/8/2005 2:33 PM (CST)
Hi, Adam --

As a recovering entrepreneur myself, I have only one heartfelt piece of advice to add. Keep using this forum as a resource and a sounding board. It's the best place to get advice, especially if you PARTICIPATE in the thread after you post a question.

Use all the other resources on the MarketingProfs website, too. There's a lot of great articles you can access here for free. If you're serious about getting your business launched, spend the $50 for a Premium membership so you get ALL the good stuff.

Good luck! I look forward to hearing more about your progress.
 
Posted by: Mushfique Manzoor Accepted Answer
7/12/2005 7:31 AM (CST)
hi AJ

a very interesting idea indeed. i share the views of Steve that whether the drivers will accept the intrusion into private life thru' GPS tracking.

if you have completely thought about this business in details as the experts mentioned, like the target area, targeted segment of drivers etc. then you can do the following....

1. create a communication material (billboard, direct mail brochure etc.) that says something catchy like "How much did you earn today Driving" or "More Driving More Earning" or "Earn while you Drive" and send them to all the car-owners in your targeted area i.e. Toronto suburbs.

2. you can prepare newspaper insertion and send it to the targeted drivers. or warp the rolled newspaper with your insertion, so that people read before throwing away.

3. you have to develop a comparative cost benefit calculations, on why companies would advertise in your cars, they would like to see financial benefit, more visibility mileage at lesser costs.

4. whenever you talk to the ad agencies or companies, they would like to know why they should advertise in your car. so u better have a convincing reason, in terms of mobility of ad as opposed to other static methods like Billboards, longer-duration viewing at traffic points as opposed to TV ads, whats different/beneficial than branding a public bus etc.

5. usually, not all companies use advertising agencies. which kind of companies/products will benefit most from placing ad in your cars. make a list of all those and a list of who uses Ad Agencies and who dont.

5. based on your comparative cost benefit calculation, you should, as micheal mentioned, talk to advertising agencies who handle various accounts of companies based on your list.

6. then also directly pitch to those companies of your list who dont use ad agencies for ad placement.

hope this helps.

cheers!!
 
Posted by: mickarogers Member Response
7/19/2005 6:16 AM (CST)
Hi,

I had the exact same idea (beleive it or not). I am interested in doing this in Ireland where I beleive there is definitley a market. I would be very interested to hear how things are going now and if you'd like to chat offline we could do that also.

Cheers,

Mick
 
Posted by: bdennis410* Accepted Answer
7/21/2005 2:54 PM (CST)
I think this might be more of a college market idea; more guerilla marketing. Those that lust after that marketplace might be willing buyers.
Also, for local SMB, mainly retail, like clubs, liquor, events, fun things using drivers who travel a route which leads prospects past or to the advertiser.
Maybe there's even a market with nonprofits for specific cars; like the Environmental Defense Fund using ads on Hybrid cars to promote using Hybrid cars; or Sierra Club for ozone , global warming issues.
College students are very helpful issue supporters and you could make headway setting yourself up as a manager of the process as part of your business plan.
 
Posted by: kligman* Accepted Answer
7/22/2005 7:13 AM (CST)
I have looked into this idea a few years ago. The first thing you need to do is contact a lawyer and check out the laws. In the USA you are not allowed to have commercial advertising unless you have commercial plates. Things may have changed but I would check out the laws as your first step. Good Luck!
 
Posted by: carrie77 Moderator Response
7/24/2005 7:58 AM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


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