Driving Home a Message

Emphasis Marketing Corp., the eight-month-old company of Kurt and Jessica Theobald, will launch in March taxi-top advertising, the kind seen for years in metropolises from New York City to Los Angeles.

“It's a newer type of advertising, but it's one that businesses in bigger cities have embraced,” said Theobald, who has lined up contracts with 37 Yellow Cab Co. drivers, who own their vehicles.

There are more than 55 taxis in Springfield, Theobald said. The taxi owners receive an undisclosed set rate for the use of their vehicles.

The three-sided fixtures atop the taxis target pedestrians and other automobile drivers and passengers.

“It improves the quality and the quantity of the impression,” Theobald said of the unique ads that also light up at night to allow for 24-hour visibility.

Aside from being novel, Emphasis Marketing will have to overcome Springfield's spread-out nature, the limited walking population and their minimal use of taxis.

The company is pre-selling ads, mostly to food chains, telephone companies and real estate agencies. The ads sell for $133 to $200 per month, depending on contract length and the quantity of ads purchased, Theobald said.

Emphasis Marketing is partnering with Sharp Signs and Polyfab Plastics and Supply Co. for sign development and with Barkers Frame and Collision for installation.

Digital Print Ink is designing and printing promotional materials, including brochures, logos and business cards, for the new service.

Catching the eye

Ads on taxis aren't the only new method of advertising.

A trend among Electronic Video Systems' clients is using digital video screens for advertising purposes in grocery stores, airports and universities.

“Today, flashy is better,” said Raun Hamilton, EVS vice president and general manager. “This catches the eye, and that's what advertising is all about.”

Springfield-Branson National Airport and the Price Cutter Plus supermarket on South National Avenue are among EVS' local clients embracing the ad technology.

Several local companies have purchased ads on the Price Cutter screen, including Twin Oaks Chiropractic, Lockwell Heating & Cooling and Rountree Hobbies.

Captive audience

And for anyone thinking they could escape the ads by heading for the restroom, think again.

Captive Markets Indoor has been selling framed ads in the restrooms of Springfield restaurants and nightclubs since August 2004.

Owner Robert Carlson said his company's advertising techniques are effective because of their inherently specialized nature.

“One of the measures of effective advertising is if you're getting your money's worth,” he said.

“When (companies) advertise to the masses they reach a lot of people who likely aren't their customers. With our form of advertising they know what locations they're in, so they can specialize their ads appropriately. They're not spending money advertising to people who aren't their customers.”

Ads, which come in 4-inch by 6-inch and 6-inch by 9-inch sizes, range in price from $11 to $50 per week depending on size and number of ads purchased. Advertisers include Ziggie's, So You Boutique, Two Doors Down and Cruisin' 66.

The ads can be seen in restaurants and clubs including Trolley's, Gallery Bistro and Galloway Station.