ROBSON BROWN LOCAL LESSONS - GLOBAL ISSUES Marketing Travel Awareness in Rural Areas Case Study -...
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Transcript of ROBSON BROWN LOCAL LESSONS - GLOBAL ISSUES Marketing Travel Awareness in Rural Areas Case Study -...
ROBSON BROWN
LOCAL LESSONS - GLOBAL ISSUES
Marketing Travel Awareness in Rural Areas
Case Study - North Yorkshire
Who are Robson Brown
An award winning full service communications agency
Based in Newcastle upon Tyne
Appointed by North Yorkshire County Council to handle the Travel Awareness project
Stephen Green ACCOUNT DIRECTOR
Local lessons - global issues
North Yorkshire is a massive geographical area– the largest county in the UK in terms of area covered– from the coast to the dales– a varied demographic spread
Some unique issues created by a significant rural population– but actually an ideal starting point for developing a
marketing approach for Travel Awareness
Equally applicable to urban areas
Marketing not information
Understanding the motivations and dynamics of our audience (customers) is central to our approach
We need to meet their expectations in order to have any impact– in the same way that any product or service would be
marketed
Especially as we are competing against the marketing activities of motor manufacturers– with huge budgets
Marketing and communication issues
Influencing actions and altering behaviour patterns relies on the ability to control a large number of external factors– regardless of the mindset amongst people to use the car
less or otherwise– our exercise could not influence these external factors
Differing circumstances of the people across North Yorkshire
Communication needs to acknowledge these restrictions and limitations
Our approach
We didn’t prepare any creative work initially!
Desk research– to establish background– to identify other campaigns
Research focus groups– to test concepts developed through desk research amongst
our audiences
Preparation of a strategy and creative approach
Desk research
Commission for Integrated Transport report published in 2001 suggests that– transport is the most important issue locally - especially
congestion - and that people were prepared for fast radical action to improve the situation
– four in ten are now willing to pay more taxes in order to have a better public transport system
– two thirds of people say more must be done to persuade parents not to take children to school by car
– there is massive support for park and ride schemes, bus lanes and innovative measures
Research method
Three focus groups were conducted each lasting approximately an hour and a half
There was a mix of females and males in each group
All respondents drove a car and had access to it at all time
The groups took place in North Yorkshire, with respondents from Reeth, Barlby and Knaresborough.
Research model
The model was based on the idea of promoting alternatives to
single car occupancy in three key stages
1. Short term awareness of immediate journey options- ‘is the car best for this journey?’
2. Medium term consideration of alternative modes of transport- ‘is the bus really that bad?!’
3.Long term lifestyle choices- ‘do I really want to be dependent on the car?’
Research issues
Current travel patterns
Car usage
Perceived advantages of not using the car
Attitudes towards concept names, straplines, advertising concepts and marketing ideas
Research concepts
Better health
Cleaner air to breathe
Less social isolation
Fewer road accidents
Less time and resources wasted
Save money
Opportunities to do something
What the people said
‘addicted to the car’
Its so easy to just ‘throw the kids in the car.’
‘We’ve got a walking club already, but you still need a car to drive to the start of the walk.’
If mine wasn’t available ‘I would take my husband to work and then use his car.’ Or ‘I could get a car from my brother’s garage.’
What the people said
‘poor alternatives’
‘Now isn’t a good time to be talking about trains.’
‘Buses aren’t ‘family friendly’ as there is no room for prams, no one helps you get on or off.’
What the people said
‘why should we?’
‘We’ve got a lot more to lose (from not using cars) than people in urban areas. And there’s no pollution in the Dales.’
‘The power stations in the area give out so much pollution that our efforts wouldn’t have any effect.’
‘There must have been twenty RAF Tornadoes that flew over today. They don’t care about polluting.’
What the people said
‘green lifestyles?’
‘If there’s someone that hasn’t got a car we double up.’
‘I take someone everywhere I go if I can.’
‘You might see someone at the bus stop getting shivers, if you know them you give them a lift.’
What the people said - ad prompts
‘Cheap and tacky.’ - for a limited audience. ‘Haven’t got seat belts on’ ‘Too many (people) on that back seat.’ ‘Why 4 young girls?’ may appeal to someone else
Next time you fill up the car - use people
What the people said - ad prompts
I am so relaxed and stress-free since I gave up driving
No more queuing - just an exhilarating start to the day
‘Not on the roads around here it isn’t’- but I can see that sitting in a car all day isn’t good for me
What the people said - ad prompts
The best way to reduce air pollution - sweaty feet
Negative response Memorable and quite funny Some not sure of the message
What the people said - ad prompts
Your car is causing serious congestion
Liked - relevant, pricks your conscience Would help to sway you Inclusion of children it 'brings the point across more.' Makes a point, though an unpleasant one
What the people said - concepts
Drivewise, Travelwise, Clean Air County, Living Streets ‘It’s a huge area, includes the cities. Not fair to put it all in one county’ ‘I like the idea but it sounds rather urban. We don’t have
streets here’
DriveLess, THRIVE, Are You Doing Your Bit? ‘Blunt and judgemental. No one’s telling me I should drive less’ ‘Nice but a bit vague / ambiguous’
Use the Car Less - Appreciate It More ‘OK - it does make you think’
What the people said - concepts
If it’s not far, forget the car Appealing Seen as ‘snappy’ and ‘fun’ ‘It’s not saying it’s bad to have a car, just think’ ‘A reachable goal’ Overall favourite of pensioners Overall favourite of commuters
Prompted responses
MAINLY ANADVANTAGE
CostHealthDevelopmentalbenefits for childrenReducing congestionPreserve townscape
MIXED RESPONSE
FunSomeone else driving(safe, route and traffichassle)Reducing pollutionPreserve landscapeBeing part of solution
MAINLY ADISADVANTAGE
TimeAbility to workSociabilityPreserve localcommunityFeel goodThinking global actinglocal
Research conclusions
Differing circumstances of groups clearly influenced their responses
All groups responded best to the ideas they perceived as achievable
Selfish motivation for taking an action seemed to be the most effective way to achieve a result
Groups did not respond well to broad and global concepts Lifestyle choices are likely to difficult to influence
– largely due to inertia – people are very defensive regarding their
major life decisions
Don’t let them put up barriers
Communicate with our audience in such a way that they – are prepared to listen– feel that there is a possibility that they can contribute
in some way to reducing car use
Guard against preaching or bullying– likely to disengage the audience– making them feel defensive regarding their car use – or even aggressive in their desire to perpetuate their
reliance on the car
The marketing plan - stage 3
Issues
– long term, infrequent consideration for most– lifestyle decisions to live in remote areas
Implications
– few will be in the market for our messages– other factors (noise) at time of key life choices will
impact on willingness to listen to our messages
The marketing plan - stage 2
Issues– lack of control over external factors - buses, trains– length of journeys a barrier to alternatives such as cycling– people with cars already see that they have invested -
and so want to make use of it– lack of opportunities for home working– impact of internet shopping on local communities
Implications– any activity needs to be selectively targeted in locations
where alternatives are viable– i.e. good public transport links, short
urban commutes
The marketing plan - stage 1
Issues– short trips easiest to influence– key to success is breaking / altering habit– frequent opportunities for consideration of car use– opportunity to reward existing behaviour– guard against 'allowing' long car journeys
Implications– applicable to almost all car users at some time– vehicle for pushing all aspects of car dependency– opportunity to communicate issues relating
to Stages 2 & 3
The marketing plan - stage 1
Objectives– engage as many people as possible– ensure that people think about car use at relevant times– ensure that we don't switch people offImplications
Strategy– communicate frequently and consistently– simple and relevant messages - executions linked to
media options– use selfish motivation - i.e. health and
safety issues
The campaign
Simple, consistent message– to engage audience
The message– Remember - it isn’t hard as you think to leave the car
behind for short journeys - you might feel better for it
Execution linked to activity and media choice
Getting the message across
North Yorkshire is one of the most difficult areas to cover!– large geographical area– dispersed and rural population
Reasonable local press
Very limited outdoor opportunities
Make use of council links– bus operators, bus information sites– libraries, leisure centres, post offices, etc.
Where next?
Discussions with other Travel Awareness officers– re. extending the campaign across a wider area– taking advantage of regional media opportunities– opportunity for cost-efficiencies, more exposure and greater
impact
Flexible approach can be tailored locally to address specific issues
Discussions with bus operators to extend the campaign into stage 2– concepts and research
Summary
Marketing not information Treat you audience as a customer Remove barriers to action Ensure that you can deliver Be single minded and consistent Keep repeating the message Share resources and experience
Remember who and what you’re competing against!
Aim to punch above your weight!
The commercial
NYCC are prepared to share the concept!
Robson Brown can provide – professional advice on planning and creative development
to fit your specific circumstances
– professional advice and cost-effective buying for all types of local, regional and national media opportunities
STEPHEN GREEN 0191 244 6618Account Director [email protected]