Most radio stations foolishly try to use billboards or busboards to directly influence people’s behavior:
– Try our Best Music Mix!
– Listen to our talk show hosts. They’re less boring than the competition’s!
– Go to our website, join our Loyal Listener Club, tune in Thursday morning at 7:20 and if we announce your name, text six of your friends and tell them to answer their phones with “Radio X plays the best music and has the best contests” and if we call one of them and….
This ad for 93.1 JACK FM doesn’t attempt to get new listeners to sample the station.
Instead, the busboard is a shout out to the station’s fans. It reinforces the community feeling shared by its loyal listeners: irreverent, smart, mildly sarcastic.
93.1 JACK FM listeners see the busboard and think, “Yeah, that’s just like them. That ad on that bus has the same attitude as the radio station itself.”
And it reminds them why they like that radio station…which just happens to be a button push away on their automobile console.
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Great placement too. Maybe they could do a series……5, even 6 people!
At JACK fm/Nashville, our billboards are just like that bus board.
I have always like the style of a JACK, it inspired alot of my meterial.
Shorter the communication line better the impact.