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10 December 2015
The Role of Marketing
in affecting a modal
shift towards public
transport.
Ester Moag
Head: Public Transport Marketing
What is marketing?
The positioning of a product or service
in the hearts and minds
of the target audience so that they
understand what the product or service is
and how it will improve their lives.
The marketing challenge
How do we influence
the target audience
to form a set of positive beliefs
about the product or service and
effect behavioural change?
Desired outcome
• The target audience identifies with or
desires to be associated with your
brand.
• Your brand is dependent on how your
product/service is perceived.
• Your target audience’s perception of your
brand determines whether or not they
become your customers.
Critical questions
• What does the brand offer the target
audience functionally?
• What can they do with your product or
service?
• What does the brand offer the target
market emotionally?
• How do they feel when they engage with
your product or service?
Target audience
• Who are they?
• Discretionary User
• Private vehicle owner
• Middle to high income group
• What is important to them?
Target audience values
Value Meaning
Time Will I save time?
ConvenienceIs it easy to access? Does it take me
when and where I need to go?
Reliability Can I count on it? Will it be on time?
SafetyWill I (and my belongings) be safe
including while I am waiting?
Comfort Is there enough space for everyone?
InformationIs information readily available,
accessible and accurate?
CostIs this a cost effective way to travel?
Can I afford this form of transport?
Value
Time ● ● ● ● ●Convenience ● ● ● ● ●Reliability ● ● ● ● ●Safety ● ● ● ● ●
Comfort ● ● ● ● ●
Information ● ● ● ● ●
Cost ● ● ● ● ●
Available Capacity
Peak ● ● ● ● ●
Off-Peak ● ● ● ● ●
MBT
What do they value?
• Time
• Convenience
• Reliability
• Safety
• Comfort
• Access to
information
• Value for money
The rules
• Protect your brand- Be honest
• Trust is earned through integrity. It cannot
be bought.
• Keep your Integrity
• Do not promote what you cannot provide.
• Be Appropriate
• Use the marketing tools that your
audience will understand or can relate to.
The rules
• Stay on Topic
• Cover one aspect or issue at a time.
• Embrace Constraints
• They bring opportunity for creativity and
innovation.
• Do Research
• Know your audience.
• Know what you can and cannot promise.
The rules
• Damnation and Doom
• Not effective in the long run.
• Creates apathy and disconnect.
• Create affinity
• Create an emotional bond between your
target audience and your
product/service.
Marketing channels
• Advertising – print, radio, billboard, etc.
• Advertorials and opinion pieces
• Public relations
• Digital and social media
• Promotions and events
• Public education and engagement
• Public information
The key to successful messaging
• Consistently reiterate message.
• “Flash in a Pan” - never works.
• Use one message over many channels.
• Use different tools for same message.
• Beware of becoming “wall paper”.
• Pick the appropriate channel.
The key to successful messaging
• “The customer (passenger) is King!”
• Treat them with respect.
• Respond to feedback timeously.
• Do not be defensive. Stick to the facts.
• Retain the emotional connection.
• Celebrate your champions.
Marketing can play a significant
role in affecting a modal shift
towards public transport
• If we clearly understand:-
• what we are promoting;
• who we are talking to; and
• what they need and value.
• Use the appropriate media.