docSEGmented Marketing for ENergy efficient Transport INTRODUCTION
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SEGmented Marketing for ENergy efficient Transport INTRODUCTION
SEGMENT SEGmented Marketing for ENergy efficient Transport INTRODUCTION Tim Cordy Project Secretariat SEGmented Marketing for ENergy efficient Transport 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. SEGmented Marketing for ENergy efficient Transport Objectives • • • A transferable “market segmentation” model Successful targeted marketing campaigns Building capacity in the citypartners SEGmented Marketing for ENergy efficient Transport 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 SEGmented Marketing for ENergy efficient Transport Partners 1. 2. 3. 4. 5. 6. 7. 8. 9. London Borough of Hounslow Local Energy Management Agency of Almada, Portugal Municipality of Athens Development Agency SA, Greece City of Sofia, Bulgaria City of Utrecht, Netherlands City of Gdynia, Poland City of Munich, Germany Aberdeen University, Centre for Transport Research, UK European Platform On Mobility Management, Belgium SEGmented Marketing for ENergy efficient Transport Summary of target groups Hounslow UK New employees Start /change school New residents University students Health centres Almada PT Athens EL (?) Sofia BG Utrecht NL Gdynia PL Munich DE Other (*) First baby day care SEGmented Marketing for ENergy efficient Transport New foreign residents SEGMENT Process & Timeline WP 2 (M1 – M6) WP 3 (M7 – M13) Define treated & target groups Identify lifestage targets Design survey Identify and evaluate contextual data WP 3 (M31-35) WP 6 (M32-35) Calculate baseline behaviour Collect data from treated and untreated groups Collect data from treated and untreated groups Identify attitudinal segments Calculate behaviour change Collect contextual data Pilot survey (N=300) SEGmented Marketing for ENergy efficient Transport 7 If only it were this simple … Improve service Improve knowledge Improve attitudes Change Behaviour SEGmented Marketing for ENergy efficient Transport 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 SEGmented Marketing for ENergy efficient Transport 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 SEGmented Marketing for ENergy efficient Transport What is segmentation and why is it important? “Not segmenting is like trying to play the piano with boxing gloves on” SEGmented Marketing for ENergy efficient Transport 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. SEGmented Marketing for ENergy efficient Transport 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 SEGmented Marketing for ENergy efficient Transport Attitudinal Segmentation Car Complacents Die Hard Drivers Malcontented Motorists Car Sceptics Aspiring Environmentalists Car Aspirers SEGmented Marketing for ENergy efficient Transport Reluctant Riders Hybrid segmentation model Life-event Segments Attitudinal Segments Aspiring environmentalists New employees New pupils New residents Die-hard drivers New health patients SEGmented Marketing for ENergy efficient Transport Malcontented motorists Complacent car addicts Hybrid segmentation model New employees New pupils New residents New health patients SEGmented Marketing for ENergy efficient Transport SMARTER TRAVEL RICHMOND How did we segment our market? “Richmond Driver” SEGmented Marketing for ENergy efficient Transport “Richmond Driver”: SEGmented Marketing for ENergy efficient Transport Environmentally Aware “Rupert & Penelope” 160 Income 140 120 100 80 60 40 SEGmented Marketing for ENergy efficient Transport 19 How did we use it? To choose messages that resonate Personal benefits Specific products & services SEGmented Marketing for ENergy efficient Transport How did we use it? To develop suitable initiatives Workplace initiatives SEGmented Marketing for ENergy efficient Transport How did we use it? To choose media Local press Events Website SEGmented Marketing for ENergy efficient Transport Thank you for your attention! Tim Cordy [email protected] SEGmented Marketing for ENergy efficient Transport
