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The Future is Now:
TDM Marketing in
Today’s “Environment”
if only . . .
tdm marketing challenges
tdm marketing challenges
• TDM is very different than
traditional transportation planning
• multi-tasking staff
• budgets (or lack thereof)
• buy-in of key personnel/sponsors
TDM, as a product, has its flaws.
• specialization of TDM limits off-theshelf purchasing of creative
resources
• competing interests with bigger
budgets
• quickly changing market conditions
and . . .
goals for this netconference
• Identify conditions affecting
today’s marketplace and
consumer behavior
• Applying the 4 Ps of basic
marketing in that context
• Understanding that marketing is
not just advertising
the market
• Move your thinking process
beyond traditional, social
service delivery
• Highlight current efforts in TDM
marketing
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tdm marketing -- the market
tdm marketing -- the market
understanding the market
“You furnish the
pictures and I'll
furnish the war.
war ”
William Randolph Hearst
contributing factors in today’s
market
• With few exceptions, you have
limited or no ability to create or
control market conditions.
•High Fuel Prices
Th market
k t controls
t l you more
• The
often than not.
•Sustainable business practices
•Concerns over global warming
• Successful marketing is often just
a logical response to and
reinforcement of need and want.
•Unemployment
• Today’s market is very reactionary
and changes quickly.
•Health Costs
•Real Estate meltdown
•Profit and the Bottom Line
tdm marketing -- the consumer
key consumer groups for TDM marketers
tdm marketing -- the consumer
commuter
policy makers
tdm marketing -- the consumer
tdm marketing -- the consumer
market impacts on commuters (consumers)
market impacts on policy makers and employers
employers
• High fuel prices and concerns about the environment are
creating more and more choice commuters every day.
• High fuel prices are making employers more aware of
commute options as employees seek relief.
• These commuters are highly receptive to TDM products and
services and should be the target of all TDM programs.
• There
Th
iis a synchronicity
h i it b
between
t
hi
high
h ffuell prices
i
and
d
sustainable business practices.
• Sustainable business policies are also creating a rich
environment for choice users.
• In all aspects, however, employer efforts reflect costsaving measures; they are not simply altruistic.
• Never discount captive users.
• Policy makers and employers need a quantifiable
benefit to the services you offer.
• They’re using green to get green.
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tdm marketing -- market response?
The transportation discussion, as it
relates to high fuel prices and climate
change, focuses too much on future
technologies or technologies/services
that are either NOT sustainable or
outside the reach of the average
consumer.
tdm marketing -- the mix
THE FUTURE IS
NOW.
tdm marketing mix
the 4 Ps of
Marketing
g
tdm marketing mix
a 5th P -- “P2P”
•Product > Solution
•Price > Value
•Place > Access/Distribution
•Promotion > Information
•P2P marketing is an evolving
marketing component
•Relies on social networking
such as myspace or facebook
•Is a reflection of customer
satisfaction
•Is an extension of promotion
and placement
tdm marketing mix - PRODUCT
tdm marketing mix - PRODUCT
“product” characteristics
• Long-term relevance means products and
services must be adaptable.
Understand
U
d
t d what
h t you
are selling and to
whom.
• Product appeal will vary depending on the
particular audience; package accordingly.
• Products have greater appeal within the
context of other factors (e.g. high fuel
prices, environmental concerns,
congestion, parking).
when you should be
focusing on this.
2006 ACT International Conference -- Boston
3
tdm marketing mix - PRODUCT
tdm marketing mix - PRODUCT
typical list of products
benefits as products
“Carpool matching”
Cost savings
“new transit route”
Conservation
“emergency ride home”
Clean air
“vanpool lease”
Healthy living
what are you selling and to whom?
Peace of mind
Convenience
this
tdm marketing mix - PRODUCT
consumer appeal?
tdm marketing mix - PRODUCT
policy maker appeal?
or
this?
tdm marketing mix - PRODUCT
consumer appeal?
tdm marketing mix - PRODUCT
policy maker appeal?
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tdm marketing mix - PRICE
tdm marketing mix – PRICE
price vs. value
There are no
free lunches!
• Just because your services may be
free, don’t assume there is no cost
associated with it.
• Consumers make choices based on
the perceived “value” of the product
to them -- not necessarily the price.
• Consumers want to feel confident in
the products they “purchase.”
• And they want to feel good about
those purchases (social marketing).
tdm marketing mix – PRICE
value
tdm marketing mix – PLACE
understanding value
• Value is contextual.
• What tradeoffs do commuters
perceive?
• Can your services offset perceived
compromises?
Expectations?
We have a head start on
this one!
• Are there competing compromises
(e.g. staycations, shopping freeze)?
• Package incentives to increase the
value of your services.
• BE HONEST about the real cost!
tdm marketing mix – PLACE
tdm marketing mix – PROMOTION
placement strategies
• Continue doing employer outreach
• Placement of goods/services is
about capitalizing on opportunity.
• Find your place at the table
• Target receptive audiences and
companies (e.g. “green” companies)
Don’t waste this
opportunity; others
won’t.
• Participate in local and regional
initiatives (e.g. conferences,
workshops, etc.)
• Build partnerships
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tdm marketing mix – PROMOTION
Large corporations and large
sums of money are competing
for the limited attention of
commuters . . .
tdm marketing mix – PROMOTION
[indirect competition?]
. . . . and,
d ttypically,
i ll th
they d
do it
better.
“Oh well, at least you can control
your fonts.”
Auto industry spent
approximately $21
billion on advertising
in 2006.
marketing resources for TDM professionals
tdm marketing mix – PROMOTION
competition
through design
tdm marketing mix – PROMOTION
“image is
nothing”?
• Nonverbal communication
accounts for 65% of all daily
communication.
• We are a nation suffering from
information overload.
overload
• Companies find it more and
more difficult to compete on
price.
image is
everything!!!!
• They compete instead for our
attention by appealing to
lifestyle values.
• They achieve this through
advertising and design.
(unfortunately)
marketing resources for TDM professionals
tdm marketing mix – PROMOTION
good public image = credibility
The manner in which you present your products and services allows
viewers to interpret quite a lot about your business, your vision, and
your credibility.
tdm marketing mix – PROMOTION
promotional success
• Find innovative ways of cutting through
the clutter.
• Keep the message simple but
professional.
• Appeal to emotions and a sense of
social responsibility and acknowledge a
commuter’s concerns and fears.
• Although highly effective, avoid scares
tactics (i.e. “Mad Men”); humor sells.
• Acknowledge the sophistication of
consumers; good design and
production values get noticed.
marketing resources for TDM professionals
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tdm marketing mix – PROMOTION
tdm marketing mix – PROMOTION
The following submissions have
been made to the TDM Promotional
Materials Clearinghouse.
Clearingho se
nctr.cob.fsu.edu
Submissions are welcome!
[email protected]
Bay Area Commuter Services
tdm marketing mix – PROMOTION
tdm marketing mix – PROMOTION
Trans Canada Carpool
Vancouver, BC
Metrolink (CA)
1997
tdm marketing mix – PROMOTION
tdm marketing mix – PROMOTION
Pima Association of
Governments (PAG)
Space Coast Area Transit
Tucson, AZ
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tdm marketing mix – PROMOTION
tdm marketing mix – PROMOTION
Centre Area Transportation Authority
University Park, PA
Missoula in Motion
tdm marketing mix – PROMOTION
tdm marketing mix – PROMOTION
Missoula in Motion
tdm marketing mix – PROMOTION
Missoula in Motion
tdm marketing mix – PROMOTION
“Laugh all the Way to the Bank”
“Get More MPG (Moolah per gallon)”
“Stretch Your Legs (and your dollar)”
Television Ad Series
Commuter Services of North Florida
Tallahassee, FL
www.commuterservices.org
Click on “Media”
Commute Ride
Boise, ID
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tdm marketing mix – PROMOTION
tdm marketing mix – PROMOTION
Long Beach Transit
Long Beach Transit
pulling it all together
• Understand your market and your consumer.
• Don’t try to be everything; focus.
• Do your market research as much as you can.
tdm marketing – “pulling
pulling it all together
together”
• Read the and watch the news.
news
• Be observant of current events.
• Be quick to respond to news stories about gas prices or going “green.”
• Be ever vigilant about new ways to communicate and target your efforts.
• Remember that you are a consumer too.
• Walk the talk.
questions
Jeff Horton, Director
the Marketing Institute
Florida State University
College of Business
Tallahassee FL 32306-1111
Tallahassee,
32306 1111
(850) 644-2509
Fax (850) 644-6231
http://tmi.cob.fsu.edu
[email protected]
marketing resources for TDM professionals
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