Buses completely covered with themes and images from recognized brands, cover all the routes from the main cities of the country. The director of Publicidad Alternativa assures that this media makes a bigger recall than others.
In order to light up the already popular phrases and animations that became an icon of the urban culture and an identifier element of all "cart", the external spaces, and inclusive internal spaces of the buses, and now the personal vehicles, have turned out to be effective ways of advertisement.
Publicidad Alternativa is a company dedicated for four years to offer the advertiser a different possibility to promote its product: at first, through buses and, since last month, through vehicles from college students.
Luis La Rosa son, director of the company, says that they began with small advertisement: "The laterals and the back faces. Because of the needs of the clients we realized that we should work with the advertisement that can be more seen, that is to say, the bus completely labeled”.
According to the interviewed, the idea is practically a family patrimony and inheritance:
"My father Luis La Rosa, that has assessed me and helped me a lot, is a publicist and shareholder of Metrosistemas, which also handles this type of promotion and has a company of school buses. It occurred to us that we already did it in student transportation, why not enter in urban routes?”.
Aside from the buses, since last month Publicidad Alternativa has been developing another project: promotion in personal vehicles, but from college students owners, as a more direct way of attacking to a specific target.
What began as a small proposal, supported by Angel La Rosa, brother of the director of the company, has turned out so effective that with so little time already has 16 cars traveling, distributed among the Universidad Católica, Universidad Metropolitana, Universidad Simón Bolívar, Universidad Central de Venezuela and Universidad Santa María.
Luis La Rosa explains, that they choose teenagers that are currently studying in order to label their car in the lateral and the back faces. "We select them if they are constant in their studies, in fact we ask for their grades from last semester, and we presume that the money that we give to them will be destine to pay their studies”.
In circulation, but fixed
La Rose assures that this way of advertisement on wheels has turned out more effective than any other media, since the level of obsession and remembrance of the brands in the mind of the consumer, has been positive.
"We have done studies on the street – says – with consultations to a general level to see if the public has identify the units, and which clients have they seen. The results throw that people does realize that the media exists and that the advertisers are there”.
The client has the possibility to choose how he/she desires to have its announcement on the bus: "A form is sent where he is going to design the laterals, the ceiling, the subsequent part and even the windows". It is guided by routes. Publicidad Altenativa has exclusive contract with very specific lines, and the advertiser can select among twelve different motives.
According to La Rosa, one of its competitive advantages is not only the high level of remembrance verified by themselves, but also the cost of the service. "The price for square meter, compared with any other media of Outdoor Advertisement, is around 30% cheaper”.
Currently, the company has available, 110 units, located in cities such as Maracaibo,
Puerto la Cruz, Valencia, Barquisimeto, Maracay, Los Teques, Guatire, Caracas, and soon in La Guaira.
The rotation and change of the advertisements recommended by the company is of three months, to guarantee that the investment that was done in materials, self-adhesive imported vinyl and outdoor special lasts.
Finally, Luis La Rosa emphasizes that in spite of being something practically new, the client has trusted in the media to the point that the feedback has been impressive: "We have not even have to visit the advertisers, they have come to us and the receptivity has been such that there are brands which even have 10 units per route". |
