Encouraging Public

Transport

10 December 2015

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?

The Process: Define

Who we are talking to?

What we say to them?

How we reach them?

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?

The ultimate goal

To create

supporters

of public transport and

turn them into users.

Who are we talking

to?

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 we say to

the target audience?

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.

How do we

communicate wth

the target audience?

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

Advertising

Advertising

Advertising

Advertorials and public relations

Public information

Public information

Digital media - website

Social media - Facebook

Social media - Twitter

Promotions and events

Promotions and events

Public education and

engagement

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.

In conclusion

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.

Thank You

See Sustainability