How to Stand Out in a Train Station

written by HA

Using train stations for promotional campaigns can be a prominent and powerful platform for brand engagement. From eye-catching experiential activity on train station concourses, to tactical sampling teams targeting commuters as they enter and exit the station, train station sampling places a brand’s product into the hands of thousands of commuters during their daily travels. But how can brands ensure they stand out, when there is limited time to grab the attention of the target audience?

Take Over

It is essential that the brand activity really owns the space. Trains stations are big cavernous spaces and activity can get lost in such an environment. Taking over the space may be more effective by spreading the activity out over several sites within the station or using tactical teams of promotional staff to push towards the main activity.

Recent activity by Actimel in King Cross station to promote a new yogurt drink, was a great example of owning the space.  As well as the main site within the station, the company has made effective use of over 30 brand ambassadors positioned in and around the station, driving people to the activity. The brand was everywhere, and it is unlikely if you were travelling through Kings Cross that day you would have missed the activity.

The Right Message

Many commuters, particularly during rush hour, are unlikely to stop for a brand activation. So it is key that in the few second you have to engage with the public, that the core messages are succinctly delivered. Working with the brand before the activity to distill the key messages into bite sized statements that brand ambassadors can relay quickly, is essential.

Our previous work with Max Factor, saw us tasked with distributing over 9,000 mascaras to commuters during rush hour. We worked with the client to prioritise the key messages, so instead of our team simply shouting out ‘free sample’, they were able to quickly relay some of the key benefits of the product, with statements such as ‘Instant Lash Lift’, and ‘Lift, not Curl’.  This really got the product’s message across when there were only a few seconds to engage with people.

Staffing is key

Having intelligent and well trained staff who can engage effectively with the public is key.  Staff should be hand-picked for promotions who are suitable for the brand plus have the right skills for the proposed activity. By creating a bespoke team who are engaged with the brand and activity means the consumer benefits from enthusiastic staff who are able to deliver key brand messages.

Give People a Reason to Engage

The activity itself has to be engaging and make people want to stop. From a competition mechanic, through to social media interaction, the activity has to be simple, interactive and give people a reason to remember the experience.

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