VTA 2010: Non-Traditional Marketing to Spark Ridership (Extended)
43
NON-TRADITIONAL MARKETING TO SPARK RIDERSHIP Felicia Woodruff – Account Planner, Transit/TDM Strategy J Grant Mizell – Account Executive, SPARK Team • Ray Shea – Strategic Planner, Transit Marketing
-
Upload
j-grant-mizell -
Category
Travel
-
view
2.068 -
download
1
description
Extended version (with live links and more goods) from that presented at the Virginia Transit Association Conference, June 11, 2010. Please download for Notes, talking points or more thorough look through – PPT file. Presented by Pulsar Advertising Felicia Woodruff, J Grant Mizell, Ray Shea
Transcript of VTA 2010: Non-Traditional Marketing to Spark Ridership (Extended)
NON-TRADITIONAL MARKETING TO SPARK RIDERSHIP
Felicia Woodruff – Account Planner, Transit/TDM StrategyJ Grant Mizell – Account Executive, SPARK Team • Ray Shea – Strategic Planner, Transit Marketing
Where do riders get information?
Americans who receive news through their mobile phone26% – USA Today, March
2010
Americans’ mobile data use of text, email and internet surpasses voice data2009
– CITE (via NYT), May 2010
Months to reach 1 billion downloads through the App Store. 9 – Apple, April 2009
More mobile stats
86 Million iPhone/iTouch users, versus 18 million Netscape users, at Q11.
– Morgan Stanley Research, Q1 2010
More mobile stats
2012Smartphone sales will outpacepersonal computer sales
– Morgan Stanley Research, Q1 2010
2010US Mobile browsing and Mobile App use doubles from Q1 2009
Apple reinvents the phone. Again.– Apple WWDC, Monday, June 7, 2010
iPad sales reach 2 million within 2 months of release.– Apple, March 31, 2010
Going Paperless
Paper Cuts vs. Job Cuts
Going Paperless
• Plan carefully
• Goal set, try phases
• Shop systems
• Digital first, then paperless
Traditional Marketing Funnel
Familiarity
TrialMeasure
and
Refine
Awareness
Behavior Change/Conversion
Evolved Marketing Funnel
Familiarity
Relevance
Conversion
Involvement
Ongoing Engagemen
t
Measu
re &
Refi
ne
Cars Today
Cars Today (Ford Park Assist)QuickTime™ and aDV/DVCPRO - NTSC decompressor
are needed to see this picture.
What about Buses?
WOR D of MOUTHL
WORLD of MOUTH
WORLD of MOUTH
Consumer Trust Index
• 90% of consumers trust recommendations from people they know
• 20% over a brand’s website• 30% over traditional advertising
Sourcing Ridership from within
Invading Social
Traditional Media Mix
idea message print
broadcast
billboard
New Media Mix
ideabillboard tweet
broadcastmessage
youtubecompetition
web banner
bus shelter
message
Where to start?
Environmentalaka: Guerilla, Non-Traditional, Ambient, Interactive
Purpose: Engage in consumer’s natural habitat
Using: Any piece of the habitat, i.e. the bus, the seats, shelter, metro stairs/escalator, sidewalk, the fare card/machine, etc.
Examples: HRT Happy Hour, GRTC iPhone app, VW Fun Theory
Ideas worth stealing: Sidewalk-Chalk competition, barcode tagging, going paperless, theater on wheels, bus shelter digital tweet visualization display
Guerilla, Interactiveaka: Non-Traditional, Environmental, Ambient
Location-based Service
Purpose: Engage riders on-the-go
Using: Foursquare, Gowalla, Loopt, etc
Examples: BART, VisitPA
Sample: @9th and Broad (GRTC): Recently renovated, National is the hottest concert venue downtown. Show your bus pass for at Gibson’s Grill before a show for a free Appetizer!
Social Sharing
Purpose: Create conversations with riders & potential riders
Using: Facebook Page, Twitter, Blogger, Tumblr, MySpace, Flickr, Twitpic, YouTube, Vimeo
Examples: HRT, VPSI, VaDOT, CarFreeDiet, AmtrakVirginia
Ideas worth stealing: flickr press room, bus rodeo, filmmaker contest starring buses, mobile sing-a-long, regional tours
Sample tweet: Sudden threat of t-storms this eve, may be a good day to try the bike racks on the front of the bus. http://bit.ly/howtorack
Crowdsourcing
Purpose: Encourage feedback, service ratings, etc
Using: Digg, Survey Monkey, customized-rating system
Examples: NextStopDesign, Blacksburg Bike/Ped Survey
Ideas worth stealing: Flickr commute route/stop issues
Search/Social Mktg
Purpose: Increase traffic & broaden awareness
Using: Fb ads, Promoted Tweets, YT Promoted Videos, Google AdWords, Yahoo! Behavioral Targeting, etc
Examples: CFD Skeptics, Telework!VA
Ideas worth stealing: Promotion during Earth Day [month]
Email/Text Messaging
Purpose: Customer Relation Management
Using: Email newsletter/CRM, SMS messaging
Examples: Red Cross, VPSI, HCA Hospitals
Ideas worth stealing: Special promotion support, general brand awareness
VPSI Photo Contest
VPSI Photo Contest
Car-Free Diet Skeptics Challenge
Phase 1: Announcement
Car-Free Diet Skeptics Challenge
Phase 2: Voting
Car-Free Diet Skeptics Challenge
Phase 3: Challenge
Car-Free Diet Skeptics Challenge
Car-Free Diet Skeptics Challenge
Phase 4: Converts
Discovering your Route
Rules of Engagement
• Provide access anytime/anywhere
• Make it easy
• Provide tools to s
pread the word
• Be authentic
• Tout your USP
• Focus on the greater good
• Be community centric
• Listen
• Experiment
• Have fun!
Challenge…
Do one thing next week to challenge the status quo of your current marketing efforts.
i.e. start a mass email of ideas around the office, place a box for marketing ideas in the breakroom, take an internal survey of social strengths/expertise, explore 1 new social site, etc
Share it.
Email me at [email protected]; OR
Tweet me @mizellg, ending with the hashtag #vtamktg10
Felicia Woodruff: [email protected] Mizell: @mizellg, [email protected]
Ray Shea: [email protected]
Extended…(psst, keep going)
Case Study: Ford
Ford gave away one hundred, pre-released Fiestas for six months.
And started a Movement…
Integrating Social
Pre-Launch Awarenessamong Millenials
“You can’t just say it. You have to get the people to say it to each other.”
– James Farley, CMO Ford
2010 - Ford moves 25% of MarketingSpend to Digital/Social Media
37%
Winning the Boss Over( i n t w o s t e p s )
•Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists• Foursquare: BART, VisitPA• Multi-updaters: Cotweet, Hootsuite, Ping
• All Socialnomics vids & these stats • What The F**K is Social Media?• Internet trends• Can Social Media sell cars?
•
Exploration (Fire power)
Load-Up on Stats (Ammunition)
Winning the Boss Over
Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Outreach to Your PR Plan
10 Ways to Initiate Social Conversation
Social ROI
Facebook Stats
Social Media Business Tools
