Going forward from David's comments, I would agree that you should be looking at approaching companies that are in the similar demographic as those interested in live bands, simply because it's a 'tour' bus and not a council run one, that runs quite general adverts, usually films of different genres.
I would consider the types of bands that use the bus - if he's looking at very hard metal bands specifically, approach rock/metal clothing outlets or skateboarding/snowboarding companies etc. (For instance)
Once you've got an idea of which companies would be interested, do some basic research on bus advertising figures – "A typical advert on the side of a bus reaches 2,000 people a day on average" - those types of facts. That way, when you pitch the advertising space, you have something that says 'this is why it's worth the investment'
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Jigsaw CCS - Marketing, Design and Direct Mail
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