SEGmented Marketing for ENergy efficient Transport INTRODUCTION

Transcription

1 SEGMENT SEGmented Marketing for ENergy efficient Transport INTRODUCTION Tim Cordy Project Secretariat

2 Background applies the lessons of commercial marketing techniques to public policy to develop a cost-effective way to achieve travel-behaviour-change. use life change trigger points which force people to question their travel habits, and a detailed market segmentation approach. the project structure and consortium means that we expect to make some very interesting comparisons.

3 Objectives A transferable market segmentation model Successful targeted marketing campaigns Building capacity in the citypartners

4 Expected results City-partners to learn how to apply marketing skills to travel behaviour change 21 marketing campaigns to test the methodology in 7 very different cities Inter-city comparisons of campaign-effectiveness and need for data Identify the crucial data 10% modal-split shift in the targeted segments

5 Partners 1. London Borough of Hounslow 2. Local Energy Management Agency of Almada, Portugal 3. Municipality of Athens Development Agency SA, Greece 4. City of Sofia, Bulgaria 5. City of Utrecht, Netherlands 6. City of Gdynia, Poland 7. City of Munich, Germany 8. Aberdeen University, Centre for Transport Research, UK 9. European Platform On Mobility Management, Belgium

6 Hounslow UK Almada PT Athens EL Sofia BG Utrecht NL Gdynia PL Munich DE Summary of target groups New employees Start /change school New residents University students (?) (*) Other Health centres First baby day care New foreign residents

7 SEGMENT Process & Timeline WP 2 (M1 M6) WP 3 (M7 M13) WP 3 (M31-35) WP 6 (M32-35) Identify lifestage targets Define treated & target groups Design survey Collect data from treated and untreated groups Calculate baseline behaviour Collect data from treated and untreated groups Calculate behaviour change Identify and evaluate contextual data Identify attitudinal segments Collect contextual data Pilot survey (N=300) 7

8 If only it were this simple Improve service Improve knowledge Improve attitudes Change Behaviour

9 What is segmentation? Segmentation involves subdividing the public into manageable groups based on the attributes they possess, e.g. their social status, their attitudes or their dominant behaviour A good segmentation model allows its user to identify clearly differentiated groups within a broad audience, and to understand the most effective means by which to engage those groups

10 Why segment the market? There is little point in targeting the average Different people are motivated by different things There is no one size fit all approach It is necessary to plug-in to belief systems not try to rewire them

11 What is segmentation and why is it important? Not segmenting is like trying to play the piano with boxing gloves on

12 Segmentation could be used to: understand audiences better for the purposes of developing communications, policy responses or services; target audiences better by minimising mismatched messages (and helping to ensure that budgets are deployed effectively); and evaluate initiatives better, by understanding the limits of the audiences and locations which interventions may be targeting.

13 But, there is good segmentation and bad segmentation A segmentation is only as good as the data it is based upon Segmentation of travellers has relied on demographics or behaviours, but Need to find psychologically meaningful segments Draw upon marketing and psychology disciplines Design targeted messages Investigate how segments change over time

14 Attitudinal Segmentation Die Hard Drivers Car Complacents Malcontented Motorists Aspiring Environmentalists Car Sceptics Car Aspirers Reluctant Riders

15 Hybrid segmentation model Life-event Segments New employees Attitudinal Segments Aspiring environmentalists New pupils New residents Die-hard drivers Malcontented motorists New health patients Complacent car addicts

16 Hybrid segmentation model New employees New pupils New residents New health patients

17 SMARTER TRAVEL RICHMOND How did we segment our market? Richmond Driver

18 Richmond Driver :

19 Environmentally Aware Rupert & Penelope Income 19

20 How did we use it? To choose messages that resonate Personal benefits Specific products & services

21 How did we use it? To develop suitable initiatives Workplace initiatives

22 How did we use it? To choose media Local press Events Website

23 Thank you for your attention! Tim Cordy