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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 1 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. 2 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? 4 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 5 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 6 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 7 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 8 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 9