A presentation by Ms Ester Moag (Head: Marketing and Passenger Services: TCT) at the Transport Forum special interest group proudly hosted by TCT in Cape Town on 10 December 2015. The theme for the event was: "Encouraging Public Transport". The topic of the presentation was: "The Role of Marketing in Affecting Modal Shift towards Public Transport". More like this on www.transportworldafrica.co.za

1. Encouraging Public
Transport
10 December 2015

2. 10 December 2015
The Role of Marketing
in affecting a modal
shift towards public
transport.
Ester Moag
Head: Public Transport Marketing

3. 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.

4. 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?

5. The Process: Define
Who we are talking to?
What we say to them?
How we reach them?

6. 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.

7. 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?

8. The ultimate goal
To create
supporters
of public transport and
turn them into users.

9. Who are we talking
to?

10. Target audience
• Who are they?
• Discretionary User
• Private vehicle owner
• Middle to high income group
• What is important to them?

11. Target audience values
Value Meaning
Time Will I save time?
Convenience
Is 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?
Safety
Will I (and my belongings) be safe
including while I am waiting?
Comfort Is there enough space for everyone?
Information
Is information readily available,
accessible and accurate?
Cost
Is this a cost effective way to travel?
Can I afford this form of transport?

12. Value
Time ● ● ● ● ●
Convenience ● ● ● ● ●
Reliability ● ● ● ● ●
Safety ● ● ● ● ●
Comfort ● ● ● ● ●
Information ● ● ● ● ●
Cost ● ● ● ● ●
Available Capacity
Peak ● ● ● ● ●
Off-Peak ● ● ● ● ●
MBT

13. What do we say to
the target audience?

14. What do they value?
• Time
• Convenience
• Reliability
• Safety
• Comfort
• Access to
information
• Value for money

15. 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.

16. 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.

17. 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.

18. How do we
communicate wth
the target audience?

19. 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

20. Advertising

21. Advertising

22. Advertising

23. Advertorials and public relations

24. Public information

25. Public information

26. Digital media - website

27. Social media - Facebook

28. Social media - Twitter

29. Promotions and events

30. Promotions and events

31. Public education and
engagement

32. 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.

33. 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.

34. In conclusion

35. 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.

36. Thank You
See Sustainability