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Marketing Public TransitPremium Member
Posted By: Eric on 10/7/2004 3:24 PM (CST) 500 Points
First, lt me state that I am not a marketing professional by education. What I know has been learned at workshops and other informal training.

So here it is. How do you put the sizzle in public transit? Our agency serves a diverse, and fairly spread out population base. There are no real incentives to using public transit. There is plenty of free parking everywhere, and the traffic is not all that bad except during a short period morning and afternoon. Basically, we provide good, reliable service.

Question: what can we do to attract more ridership, short of duplicating what a private automobile does? We want to penetrate the "transit choice" rider, those who have a car, but could ride the bus. How can we make riding the bus more attractive to reach those that are able to ride because of where they live or work, their schedules coincide with ours, etc.

Any advice will be helpful.

Posted by: NuCoPro Accepted Answer
10/7/2004 3:48 PM (CST)
How about appealing to their need to find more time in the day? When riding the bus you are free to work on your notebook PC, check emails on your PDA, read reports or just close your eyes and take a nap.

From your description of your dynamic, it seems to me that time is the only thing you have to really "sell." However, that is the major thing that none of us have enough of, so that's a good thing. An "Oh, by the way" mention might be given to lower car insurance rates.

For a real out-of-the-box thought and a longer term item, set up your buses with wireless web access. I bet that would attract a LOT of the younger crowd!
 
Posted by: Inbox_Interactive Accepted Answer
10/7/2004 3:49 PM (CST)
I'll preface this by saying that I seldom, if ever, use public transportation. Also, I have no experience in marketing your type of service. All I am here is a guy with a couple of thoughts to share.

I think making public transportation "sizzle" is going to be a challenge. How does one go about making it "cool" to use public transportation? I'm envisioning a campaign wiht something like, "Britney Spears rides the train, and so should you!" Okay, that's not at all helpful...

I think you just have to appeal to the core factors that make public transportation appealing to some people:

1. Cost. In some cases, public transportation is cheaper than the true cost of a private car. Can you make this case?

2. The "green" people. Get people thinking about pollution and how taking public transportation is the environmentally friendly alternative.

3. Ease. I hear an ad once that talked about this guy was picked up from his home and dropped off at the office each, and he was taken in a chauffeur-driven vehicle costing over $100,000. Of course, he was riding the bus.

If this is really something you have funding to figure out, why not do a survey? You might get some really good feedback from your should-be customers.

Interesting to see what other think about this one...

Paul
 
Posted by: jillm Accepted Answer
10/7/2004 4:01 PM (CST)
Hi Eric,
As a "transit choice" person, myself, I'll start with what would get me to ride the bus here in Seattle: convenience. I need to be convinced that riding the bus can fit into my schedule (with a few concessions on my end, of course...), and won't be an uncomfortable experience (i.e. safe ride, enough seating, not sitting in the rain too long, etc.).

With that said, I would highly suggest that you take tips from other transit authorities:
Bay Area Transit (San Francisco)
King County Metro Transit (Seattle)
London Underground ("The Tube")

Notice how most of these sites offer convenience -- you can check timetables, routes, and even purchase fares online. All in an effort to better serve the customer.

In the Seattle area, this all comes together in an integrated marketing program -- great PR, ads in the local media outlets (online, television, side of the buses, etc.). I know that as I see the buses zipping by me, I think, "hmmm... that could be a good option for me!"

Without more background information on your particular organization and location, I hope that you'll find this to be a good start.

Best of luck to you!

- Jill
 
Posted by: Eric Author Response
10/7/2004 5:56 PM (CST)
Thanks for the reply. And by the way Jill, I am in Wenatchee, just over the mountains. Our system is Link Transit, so if you are interested, you can check us out online at www.linktransit.com

Thanks again everyone.

Eric
 
Posted by: W.M.M.A. Accepted Answer
10/7/2004 6:06 PM (CST)
Just to add, DO NOT ALLOW ANY POINTS FOR ME...we (the City of Houston), have had a terrible time in convincing people to use transit... METRO. We built a light rail which is successful only because it goes to Reliant Stadium and the incredibly overcrowded Medical Center.

Freeway construction has caused people to move to surface streets to get in from the suburbs. But, there continues to be resistance.

People love their cars, the privacy and the ability to get where they want to go...now.

www.ridemetro.org

Keep us posted.
Randall
WMMA
 
Posted by: jason.koulouras* Accepted Answer
10/7/2004 6:11 PM (CST)
You need to make the transit system accessible in terms of walking distance and wait times. You may have done this already...

Have XX% of the population of the service area within a let's say 5 or so minute walk to the transit stop/node where they would wait max 10 minutes for the transit vehicle to get them to their destination where their ultimate destination would be a no more than 5 minute walk

Does your service area have a sufficient density of population to service frequently and be reasonably close walking distance from origination and destination perspective?
 
Posted by: et3dotcom* Accepted Answer
10/7/2004 6:15 PM (CST)

I assume that you are in the USA, my answer applies to the rest of the world to – but there is a time lag.

The bottom line is that public transit in the USA has stagnated on 100 year old technology. Steel wheel on steel rail trains had market share in 1910, and they lost that share to the car.

In 1910 Americans used trains for inter-city travel, now 90% use automobiles because they offer:
On demand operation - no schedules,
Non-stop & Independent routing,
High vehicle frequency,
More destinations to choose,
Faster for most trips,
Privacy and insulation from crowds,
Lower cost per passenger mile,
Less pollution per passenger mile.


High Speed Rail is too expensive:
“The Economist” reports that the French TGV is loosing $3.5B / year!
Amtrak needs $1.8 billion of subsidy this year. Many AmTrak routes require a greater subsidy than if every passenger were to be given a free airplane ticket!
See http://www.publicpurpose.com/ to get a better idea of the miserable failure of rail in the US.

Rail started out as PRIVATE transportation. They went through the usual product growth cycle of innovation, growth, plateau, and since 1935 has been in decline.

The defunct rail industry unloaded their worn out investments on the public (Amtrak) – of course if private industry could no longer make money the government was worse – over 30Billion in subsidy – never any profit – and the infrastructure was “free”.

The government subsidy has allowed the passenger rail industry to continue to squeeze profits out of their colossal production capacity, even though new rail system after new rail system fails to make a profit. They maintain this position by spending millions per year on government lobby efforts.

You are looking for what will never happen. Rail use is loosing share to the car in EVERY market in the world. Wake up and smell the coffee – the product (trains) should have died long ago; instead they are propped up artificially by subsidy.

Scientific American published an article several years ago that showed that humans have an apparent genetic flaw that no other species has – they will nurse the old at the expense of the young. The rail industry only survives because of the mammary of government. The government must pull the nipple and feed the many innovations that are born every year only to die from lack of sustenance.

My advice is: look for a new product – stop being railroaded, and stop perpetuating the massive failure of public transportation by dumping more of our money into PROVEN failure. Look for innovative solutions for public transport that offer more than the car, for less money.

Daryl Oster – (my company has a solution to may of the problems of current transportation).
 
Posted by: Eric Author Response
10/7/2004 6:21 PM (CST)
Daryl:

Thanks for the commentary, and I appreciate your candor. I am well aware that Americans are married to their automobiles, both for practical and emotional reasons. While we in public transportation are trying to do good with public money, there are so many built-in inefficiencies that go with being tied to government funding that it is impractical to go into that here.

We are not a big transit system, just a small urban system running about 20 buses.

Thanks.

Eric
 
Posted by: et3dotcom Member Response
10/7/2004 6:24 PM (CST)

oops - a few typos and misspellings! should have read my rant before hitting the button.
daryl
 
Posted by: et3dotcom Member Response
10/7/2004 6:50 PM (CST)
Busses face many of the same problems as trains, although IMO they represent far better value than rail. The car is winning share from the bus in China for instance – “we” all think we are “special” – and everyone else should take the bus so we have more road for our cars – and that is the problem – cars offer so much more benefits – and for lower cost.

The car is still much better value for most. Instead of comparing market cost of busses against brand new car cost – compare against what the average bus rider would be driving if they hadn’t lost their license – a $1000 car that gets 30mpg – like a used Geo for instance.

In Japan they force use of busses and trains (publicly owned) by virtually outlawing used cars!

Busses have lost in the open realities of the real (unsubsidized) market – they only serve those who can’t drive – or those who only need to travel where the bus goes. The car has beaten the bus out of most markets. The way to win (long term) in any market is offer better value – not by coercion and lies.

IMO you will have to resign yourself to a declining market in the bus world. Appeal to your customer – those who can’t drive for whatever reason are your main growth customers.

If you want to win aghainst cars in the mass market, you must offer beter value -(higher benifit to cost ratio).

Innovations that are presently taking place (in China) that will totally change transportation – like comparing the horse buggy to a SUV.
 
Posted by: mgoodman Accepted Answer
10/7/2004 7:37 PM (CST)
I've never dealt with marketing for public transportation, but I have been involved with a number of "non-traditional" marketing challenges, and I would offer two observations/suggestions.

First, you need to be sure the product is right. You need to find out what your target audience needs, values, wants, believes, etc., when it comes to transportation. What do they think the pros/cons are? What is the "ideal" transportation system? Etc. If the product is lacking in some important way, marketing isn't going to save it.

Next, you need to make it "cool" to take public transportation. By "cool" I don't mean teen-age cool; I mean socially acceptable -- even fun/enjoyable. Maybe you need to retrain the drivers, or maybe you need "hosts" on each bus to be sure the positioning is carried out on the vehicle. You want to provide a total experience that's worth giving up your car for.

You might even try some simple promotions -- t-shirt or baseball cap give-aways and self-liquidators, lottery tickets for everyone (unannounced, but well publicized after the fact), free coffee on selected routes, etc. The goal is to create some excitement for your customers that is unique to the transit system and helps give it the "personality" that will make people want to become part of it (by riding the bus regularly).

An afterthought: You might also want to begin to advertise the new image on local cable-tv, radio, print -- AND on the busses and bus-stop structures/benches.

Hope this helps. Neat challenge.
 
Posted by: jillm Member Response
10/7/2004 9:34 PM (CST)
Ahhh, a fellow Washingtonian! :-)

Knowing that you are in Wenatchee, one of the first things that I would say is that you've got to get your site listed on www.Wenatchee.org -- where many visitors are going to get information about your area. This way, you can get exposure to both visitors and locals, and hopefully (ahem) drum up some more traffic. (Sorry, I couldn't resist!)

Also, there are a lot of festivals (Apple Blossom Festival, Festival of Trees, etc.) in your area -- do you have a presence at these? This could be key in showing people how great the transit system really is. As a case in point: Seattle Metro provides transportation to local sporting events, and this is often the first impression that riders have to the transit system. Once they see how quick and easy it is to ride the bus, many return for other events and eventually for regular commuting.

Hope this helps! :-)

- Jill
 
Posted by: SRyan ;] Accepted Answer
10/8/2004 1:38 AM (CST)
Eric, I'm in Houston like Randall, but I can't say I've ever sat next to him on a Metro bus. I've ridden one twice in my lifetime, and I'm a native Houstonian. Shame on me! (To make up for my remorseless driving, I'm trying to recycle more Diet Coke cans.)

I can't help you with marketing sizzle, but I can tell you what I'd do if I were in your shoes (or tires, Jill?) right now.

I would spend the next two weeks riding different routes along your 20-bus system. I might even carry a video camera. Maybe I'd do some informal interviews of riders. My goal overall would be to get some inspiration during the journey.

Am I relaxed and enjoying the ride?
Am I cramped in my seat?
Am I seeing cool things in the community I hadn't noticed before?
Am I meeting friendly people across the aisle?
Am I scared to death of the other passengers?
Am I, at last, reading the daily paper regularly?
Am I distracted by all the cell phone conversations around me?
Am I saving lots of time and money?
Am I worried that a pickpocket will mistake me for a rich tourist?

The marketing ideas might jump out at you and say "Tah Dah!" Or you might discover that your organization has got some stuff to address before you spend any marketing dollars.

Shelley ;]
 
Posted by: turqiz Accepted Answer
10/8/2004 4:04 AM (CST)
Hi

There are three things today that might convince people to use something that they don't relly need:

Service, service and service

And make it personal. People like to be pampered. For example:

Convince them that you are their community chauffeur.
Put a coffee machine with lidded disposable cups in your busses and keep them full. Keep a few copies of some daily newspapers for people to read (and leave on the buss for the next passengers). Put TVs in you busses, for people to watch morning shows, or news items, or comedies or whatever. You can even put a vending machine at the back of the bus that sells cake/cooky products to go with the coffee. The idea is to make your customers feel at home, and as if all of this is done especially for them. The message of promise should be: It's just like sitting in your own livingroom, if you're smart, you will let us pamper you to work. Rest now and enjoy, so you can work at your best later. Or, if you are reffering to the end of the day: You worked all day, now your tired, why bother driving - your'e home already...

Take a look at Virgin airlines' strategy that transformed their business from being about transportation, to being about fun. You can be about comfort.

Good luck
 
Posted by: thinkmor Accepted Answer
10/8/2004 5:19 AM (CST)
Hi Eric

I live in London and so can't really compare situations but there have been a couple of new initiatives here because of the over burdening traffic and increase of CO2 that is leading to more Global warming that is having a noticeable effect on people living in the city. There has been a high profile campaign to increase the awareness of CO2 and how everyone is involved in the CO2 chain and how it contributes to Global Warming. Have a look at the link:

http://www.futureforests.com/explainmore/kyoto.asp

It maybe another perspective you can also address.

I had a quick look at your history and it says Link Transit started in 1988 to '..helping senior citizens, advancing tourism, and linking the communities together.'

Are these the same groups that you are still appealing to? Has there been any significant increase in any of your segments, new ones? Have their needs changed? What environmental or industry factors have changed?

I would agree to several responses that mention to increase a more personal approach with a service that delivers more than transport but also delivers extra value that cannot be matched by people using their cars. Others have already mentioned comparing similar transportation services in similar states/towns.

How have you served these groups since you started and can you do demonstrate your services have improved their lives in some way?

How friendly and effective are your bus drivers/attendents (if you have them) with customers, do they have relationships?

Speak to your employees, your drivers and everyone within your organisation. Get some constructive feedback. They are on the front line and will probably know more about what can be done to deliver a better service your customers value and need.

If you want to change peoples perceptions about your service you will have to change from within first and coherently all along the same focus.

How is your mission statement embraced company wide?

I don't believe you need a quick fix with promotional activity but suggest you look more fundamentally at your organisation that involves everyone in your organsiation, re-evaluating your offer to the customers you hope to serve by understanding their needs and values and then re-positioning your organisation and your services accordingly.

Hope this helps.

Zahid Adil
 
Posted by: thinkmor Member Response
10/8/2004 5:41 AM (CST)
Eric

Sorry maybe it wasn't transparent enough in my answer but you need to actively engage both your Internal & External customers when I said 'How have you served these groups since you started and can you do demonstrate your services have improved their lives in some way?'

Thanks

Zahid Adil
 
Posted by: mjklanac* Accepted Answer
10/8/2004 9:09 AM (CST)
I think everyone has nailed down alot of the obvious. A couple ideas that they've just recently implemented in Buffalo are:

- Whole Buses painted with extravagant advertising. Just seem to make the thing more visible...
- Commerials of good looking people using the bus, especially coming back from the bar district. Low key lighting, and soft energetic music are a must.

~mjk
 
Posted by: jillm Member Response
10/8/2004 1:27 PM (CST)
Playing off of mjk's post -- I have to admit that I take notice when a bus passes by me that has been painted or wrapped with an advertisement... it's out of the ordinary and sometimes makes me think "wonder if they can see out the windows with that bus wrap on..." If you could play into that a little more, and invite me in to see if I can see out of the windows, all the better!

Also -- think about playing up the college-aged and/or student population... it makes commuting affordable, convenient, and is a great time to study and/or catch up with friends. (At least, it was for me when I was a student...) Do you have any agreements or co-marketing going with Wenatchee Valley College?

- Jill
 
Posted by: Michele Accepted Answer
10/8/2004 1:56 PM (CST)
When I was in Argentina I was lucky enough to meet with the ad agency that created the campaign for the Argentinian underground. http://www.metrovias.com.ar/spa/home.asp

They had the most wonderful legend about gods that lived in the underground which were carried through in tickets, murals, posters and advertisements.

See if you can find some inspiration in their example.
 
Posted by: cynderella* Accepted Answer
10/8/2004 6:52 PM (CST)
How about reminding public transit riders and potential riders of how beneficial public/mass transit is to the environment. Maybe have "door" prizes for frequent riders or advertize give aways for the ?,000th rider. I am not sure what the transportation system is like where you are or how measurable that idea is, but it is definitly measureable here in Atlanta or in a city like LA or New York. Hope I sparked some ideas for you

Cyn
 
Posted by: virago* Accepted Answer
10/10/2004 2:17 AM (CST)
I'm in Beijing and public transport is what I can see a goldmine! If you had about 700 million dollars you could invest in the new subway lines they are building right now.

Beijing is building 4 new lines and will be ready by the Olympics. There are currently only two subway lines and 2 light rail lines.

Buses a crammed with office and construction workers paying 1 kwai or about 13 cents each for the ride. Most of the buses are disguesting but generally efficient. If you pay 2 kwai (about 25 cents) you can get express buses and cleaner aircon ones.

I use them all the time as they are usually quicker than a car and reliable. It's interesting as you can get on an old 'clunker' but they will have to latest TV monitor advertising medium promoting new cars and shampoo!

The average wage in urban china is around $1200-$1500US a year.

Public transport really depends on the economic background of the area or country but you already knew this.

I doesn't help in your situation but interesting though.
 
Posted by: ASVP/ChrisB Accepted Answer
10/10/2004 8:02 AM (CST)
Emphasise the convenience and low cost compared with driving yourself, waiting in traffic while the bus surges up the bus lane, cost and risk of city parking, etc.

Plus there are things you can do riding the bus or train you can't when you drive - like read a book or the newspaper, use your laptop or PDA to surf the net or reply to e-mails... (I know some trains have wireless internet access, why not buses)? Some people can log in via their phones too...

You could even advertise how people strike up new relationships - who is that mystery guy/girl who gets off at 42nd street every day... Ride the bus and make new friends

OK what about security - show how you make it safe esp in high risk areas and at night.

Plus you can't drive if you've been drinking whereas it's cool to lose your beer-buzz on the bus ride home - show people driving past someone getting pulled over by the cops - people on the bus are OK, drinking guy in car is the loser...

Hope these random ideas help.

ChrisB
 
Posted by: jk Accepted Answer
10/10/2004 10:32 AM (CST)
This kind of marketing of services may require more information regarding the target customers.

The following solutions are coming to my mind...that may be interesting to you.
1. When your customers are using the services whether it is possible to make their journey more enjoyable by providing something extra...
2.Some kind of discounts for monthly pass purchases, with eligibility for some prizes on 'passes'.
3.Initial promotional free trips.
4.Formation of passenger clubs.
5.Rider programmes
 
Posted by: jose04 Accepted Answer
10/10/2004 1:13 PM (CST)
Hello eric

Public transport should be about

dependable and cheap travel, as well as
reaching the destination quickly and efficiently

It will be great if it was less crammed
And leave the passenger to himself/herself (value privacy)

I can't talk about public bus travel in India as a great example here, though its cheap and fairly efficient, but the crowds ... the crowds...that really does it in. If the crowds get controlled, then it gets elitist and that puts off the crowds. Therefore optimising is the key

If there are less/no standing passengers, then there can be channel music, internet connectivity and other 'add on to travel' services, for the seated passengers? Evening rides back, for example, could have extended leg room space and a couch type seat which can be snuggled into for a quick nap.

The Public transport system could act on a new working mission of ....CARING...for the passenger. That will be the key reason why clients will shift over from private carriers like a car.

Caring is often exhibitied by personalised attention and the extended angel arm, always in touch with the customer's feelings.

Hope these thoughts help!!
 
Posted by: laurell* Accepted Answer
10/10/2004 10:02 PM (CST)
Hi there Eric, you may want to check out www.rideline.co.nz. It is a website set up by a number of NZ transport operators (train, ferry and bus) that have put all their timetables (and marketing budgets) together to help getting from A to B as easy as possible. the journey planner allows you to put in your current address and destination and it gives you the best scenarios on how to get there (even includes walking time to the busstop). This internet site is also supported by a FREE phone number so you can call or text from your mobile when your on the move. This type of fast and immediate service removes public transport from the 'too hard' basket and makes it very convenient.
cheers
Lau'rell
 
Posted by: Eric Author Response
10/11/2004 11:11 AM (CST)
Thanks everyone for all your comments and advice. Now I will have to distill this into a recommendation that I hope will fly with our management team.

If you have any other brainstorms, please send them to me via our website: www.linktransit.com.

Thanks again.

Eric
 
Posted by: daniela* Accepted Answer
10/12/2004 6:21 AM (CST)
Eric
You have got lots of creative suggestions above - but I don't think anybody has mentioned something on your website that I think is a great service you already offer --- your Emergency Ride Home for Commuter Club members. Maybe that is common now in the US, but out here in the English countryside it sounds pretty amazing! (Once we get to town, we often can't get back after 6pm - even on Friday or Sat nights.) You should include that special service in any promotion you do. Also you could emphasise that people can belong to your Commuter Club, make it sound exclusive & unique by using some of the other ideas already given.
Good luck
Danielle
 
Posted by: Eric Author Response
10/12/2004 11:03 AM (CST)
Thanks again everyone for all the ideas. This is an amazing forum, input from all over the world: China, New Zealand, England. Unbelievable!!

Eric
 
Posted by: Val (Moderator)* Moderator Response
10/18/2004 5:27 PM (CST)
Hi all. Eric is thrilled with the response. Thanks so much for all your ideas! He asked me to close the question for him now.

Best wishes,

Val
 


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