Salmon Arm BC

The Marketing Toolbox: Have You Heard About “BenchAds”?

Transition marketing ServicesAt Transition Marketing, our passion is small business. Any day that we get to assist a fellow small business in some small way, is a good day. It gets even better when we can provide a small business some exposure AND showcase some marketing tools in the process.

Creating Advertising Opportunities. provided just that opportunity. They are a locally run company within the Okanagan / Shuswap area that provides exactly what the name indicates – advertising on benches. They provide a unique, budget friendly marketing and advertising opportunity to the local small business community. Needless to say when we heard about this business, we knew we had to investigate.

We had a chat with Carene Wooster the owner and operator of to see what marketing and advertising value they could add to local small business.

Based in Salmon Arm, BC, BenchAds is a family owned and operated company. The family has been connected with the business for as long as the benches have existed. Carene’s grandpa was in fact the one who originally fabricated the bus benches back when Salmon Arm’s Transit System first began.

Bus Bench AdvertisingTransition Marketing Services

The premise of the advertising is quite simple. Since the inception of the Salmon Arm transit system there has been a series of benches located through the city. Each of these benches provides a well situated, public advertising spot. BenchAds owns and controls these spots and for a small price you get to use them.

They are similar to the billboards you see along the highway, only slightly smaller and located in prime areas in the downtown core. They are priced at a fraction of what a highway billboard costs and provide a high level of exposure to both foot and vehicle traffic.

Outdoor advertising has undeniably always been effective. BenchAds provides this opportunity to the local business community at a highly competitive rate. If that is not enough to pique your interest then consider the following:

  • Unlike TV, radio or online advertising, viewers cannot change, mute or close the ad. If they are passing by the bench, then the ad is viewed – 24/7.
  • It creates brand exposure in new areas where none may have existed before.
  • Outdoor advertising is being seen by an increasing amount of traffic.
  • As mass transit increases in popularity BenchAds will increase in exposure.
  • According to the OAAA, outdoor advertising is one of the most cost effective advertising options in existence and provides a high ROI (return on investment).
  • Recent reports by Brandscience (via CBS here) found that for each dollar spent on out-of-home advertising, an average of $2.80 was received in sales.

Want more? Check out these case studies on outdoor advertising via the Pattison Group:

Let’s face it, small businesses need budget friendly marketing and advertising tools. offers just that; a unique alternative outdoor advertising option. One that places outdoor advertising within the reach of small businesses that could never afford that coveted highway billboard.

We’ll end with a note here from owner Carene Wooster:

We encourage our advertisers to advertise on more than one location. Personally I know that when I see a hamburger on a sign I honestly have a profound drawing to eat a hamburger!! Now, what happens if I’m driving around town and I see this big juicy hamburger 5 different times all from the same vendor? When I finally do decide to go get that tasty treat where’s the first place I’m going to think of? Advertising on multiple locations has a much greater branding effect.
One of advertising’s best kept secrets, bus benches can easily be overlooked when businesses are looking at their marketing strategies. People seem to get caught up in all the other forms of advertising and others naively think the viewing audience is limited to those who use the transit system! The fact is, everyone sees them! Next time you’re out and about, see for yourself! -Carene Wooster – owner & operator
For more info check out our website or like us on Facebook


The Little Things – Engaging & Creating Brand Advocates


It really is the little things in life.

When you remove the lid from a pudding or yogurt container, what is the first thing you do?

I know the first thing I do is make sure that none of the deliciousness is wasted. I lick the lid clean.

Well, this consumer did that very thing and look what he found! A little message!

He got a chuckle, enjoyed the rest of his treat and then promptly shared the experience with millions online.

Why? Well for one our society is becoming addicted to sharing every little moment in life with everyone, even anonymous strangers, but that is a topic for another day. Let’s just say he shared it because it was a fun & funny experience that added just the smallest bit of colour to his day.

In our last post we discussed “Customer Experiences” and role they play in driving brand recognition and trust. Providing customers with positive experiences drive massive marketing results and can land you huge sales.

This yogurt company just got Massive *FREE* viral advertising from a real life “Brand Advocate” to millions online… all because of a little extra print on a lid. For a few extra cents on the packaging, this company engaged their consumers, provided a fun experience and place their brand in front of millions.

What can we all learn from this? Share your thoughts!

Customer Experience: The “NEW” Branding

Branding 2.0

Branding has changed over the past twenty years.

A Brand used to exert far more control over their image than they do now. Their image was dictated by their marketing team and it was presented via one-way communication channels such as Print, Radio and Television. There was no means for the consumer to talk back and no sharing “en-mass” of experiences. The worst a Brand had to fear was negative word-of-mouth referrals amongst their consumer’s family and friends. This of course was minimal and easy to drown out.

This type of “one-way” marketing communications made it easy for brands to position themselves with nothing more than a large budget and a savvy marketing team.

That has all changed. With the advent of the internet, the world became a great deal smaller. This is a truth that has been compounded even further by “Social Media”.

“Social Media has made every customer a “mystery shopper”. It has enabled every last consumer to weigh in on a Brand’s performance.”

Social Media has enabled anyone and everyone to share their thoughts on anything at anytime. Is this a good thing? Perhaps not in all cases, yet it is the truth we live with. Everyone’s hearts are now on their sleeves and now just about anyone across the world can view it.

This is a cold hard fact for Brands.

The Brand Image is no longer dictated solely by slick marketing, it is dictated by customer’s sharing their experiences with the world. Take for example this recent post to social media giant, Reddit:

This UPS employee deserves a raise for the good he has done for their brand.

This UPS employee deserves a raise for the good he has done for their brand.

A customer, or quite possibly no more than the NEIGHBOUR of a customer, witnessed a diligent UPS employee and shared it on Reddit. The post was instantly shared with millions of consumers all around the world.

Congratulations to UPS!  Thanks to this employee and the consumer who noticed it, they got excellent brand recognition and advertising without spending a dime.

Now as a point of comparison, have a look at this short video posted to YouTube. The video shows a FedEx employee casually tossing a package (containing a computer) over a fence. This is a video that went viral only months ago:

Ask yourself, which of these two elite carriers are consumers more likely going to use? Based solely off of these two consumer-shared posts I know who my choice would be.

Of course this isn’t to lambaste FedEx or endorse UPS, but to demonstrate the principles behind the new era of Branding. Simply put Brands must now exercise a new level of responsibility and engagement with customers. Any Brand seeking success in the 21st century must now focus less on shiny advertising and image and more on “Customer Experiences”.

A customer with a mouthful asked for a "Mapkin". This is what the clever employee provided. As a result it got great, positive exposure to 60 million users on a social networking site. Good employees are worth investing in.

A customer with a mouthful asked for a “Mapkin”. This is what the clever employee provided. As a result it got great, positive exposure to 60 million users on a social networking site. Good employees are worth investing in.

Customer Experiences.

Customer Experience (Definition): Is literally any part of the entire experience a consumer (or consumers) has during the process of making a purchase. This includes preemptive researching, sourcing, pricing, purchasing, taking possession of, installing and using, as well as any and all customer service related activities following. This may include warranty, returns, questions or comments.

Twenty or more years ago a customers experience with a brand was shared with only their immediate social circles. Feedback, bad or good, was restricted. These days customer experiences can (and are) immediately shared with hundreds, thousands or even millions of other consumers. For this reason Brands have begun to put more effort into their daily transactions with customers.

There are billions of customer transactions and experiences occurring daily around the world. They take the form of phone calls, emails, discussions with sales associates, deliveries, installations, warranty requests etc. Every instance of participation between you and a consumer, every interaction that your business has with a customer, is a “Customer Experience” and EVERY SINGLE ONE of these interactions could make or break your brand.

We as businesses have no control over which consumers will share what with others. That one negative experience we provide to a consumer could quickly be seen by anyone and everyone. Likewise that incredible effort on the part of your staff, could reach thousands on your behalf. This “unknown” is why EVERY interaction is crucial.

Social Media has made every customer a “mystery shopper“. It has enabled every last consumer to weigh in on a Brand’s performance.

The key point being made here is that EVERY business big or small, needs to invest in improving their day-to-day interactions with consumers.

Improving Brand to Customer Interactions.

As outlined above, there are countless interactions between customers and Brands every day. Whether making an actual purchase or simply looking for product information, it is imperative that every customer experience be as smooth, efficient and positive as possible.

“Always keep this one direction in mind: “How can I make this better for the customer?”

The sheer number of interactions and instances of “Customer Experiences” can be overwhelming. In this excellent post by Dr. Brian Monger. He outlines a far more thorough list of the various interactions that may take place between you and your consumers. To read through it, one can feel quickly discouraged! But take hope. This list provides the impetus for you to BUILD YOUR BRAND!

Instead of getting discouraged, go through the list and pick two or three interactions that you KNOW you have with customers and look at ways to improve them. For example, does your business frequently have to deliver to customers? How can that be improved? Can you offer it for free? Can it be sped up? Is your delivery guy providing them with a smile and a handshake?

The improvements don’t need to always be complicated and it is often the little things that matter most to customers.

Always keep this one direction in mind: “How can I make this better for the customer?”

Getting Social.

Improving customer experiences is a crucial step for the new era of Brand Image because customers are continually sharing their experiences via social media. Since this is the case, it only makes sense for Brands to also be involved on social media channels.

In past posts we have outlined some of the many social media sites available, what they do and how they work. The two primary reasons for a Brand to “get social” are as follows:

1. Engaging Customers: The purpose of social media is quite literally in its name: “SOCIAL media”. Many Brands have yet to truly see that success on Twitter, Facebook or any of the many sites out there, boils down to the ability to connect with customers. Using “one-way advertising” tactics and simply shouting your message without listening or replying to the customer base is a faux pas and it is one of the things killing Brands on social media.

Instead, make your time on social media, all about talking WITH your target market. Share insider info on tips, deals and sales, reply to their comments and start conversations. This builds your brands integrity and gives them reason to participate with you online.

2. Being Available To Listen: If a customer has an issue with your business and decides to share it via social media. How will you know?

There are a couple of different ways. The first is just BEING on social media. There is a good chance that if a customer has an issue with a recent experience and is going to share it online, they will seek out the Brand responsible (Tweet at them, visit their Facebook page etc). It gives them a chance to address it with you, which ideally results in dealing with the situation and improving their opinion of you.

“If a customer has an issue with your business and decides to share it via social media. How will you know?”

On the flip side, positive experiences may also be shared and should be highlighted and shared with your social media followers.

A Brand can also watch for  “mentions”. Platforms like Twitter allow for an extremely easy search of various words and terms. Simply plug-in your brand name, or specific terms that are associated with your business and hit “search” to see what people are saying. There are programs available to allow you to do this with just about any site and they can be customized to fit your business.


We chose not to get into the details regarding many of the topics at hand above. The sole purpose behind this post was to educate small businesses on the growing importance of customer experiences. What they are, how they work and why they matter. We value feedback, did something in this post standout? Do you have an opinion, question or criticism? Share it with us and let’s get social!

Okanagan Small Business Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.