Transcript Slide 1

SEGMENT – The future of
travel marketing?
SEGmented Marketing for ENergy
efficient Transport
Jennifer Anderson
Sustainable Travel Officer
London Borough of Hounslow
What is SEGMENT?
• SEGMENT is a 3 year IEE STEER funded project
which will test the use of consumer market
segmentation techniques in persuading
people to change their travel behaviour and
adopt more energy efficient forms of
transport
- but what does that mean?
Current marketing - useful?
• Standard travel marketing……
• Do they work, has anyone ever tried anything
different?
• Is there a better way for information to be
presented or reach the right audience?
Objectives
1. A transferable market segmentation model:
SEGMENT will work to develop techniques to
‘smarten up’ the marketing of sustainable
transport through effective use of market
segmentation data
2. Successful targeted marketing campaigns
implemented in partner cities and changes in
public attitudes and behaviour
3. Build competence & capacity to increase and
accelerate the take up and transfer of best practice
across Europe
SEGMENT in practice
- Develop marketing for specific segments
(most likely to be receptive to message)
- Test whether this form of marketing has any
more benefit than traditional marketing and
whether giving to specific groups has any
impact
- Provide lessons learned to our partners who
may not have as much experience in travel
marketing
Project Partners
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P1 (Lead partner) – London Borough of Hounslow
P2 – Almada
P3 – Athens
P4 – Sofia
P5 – Utrecht
P6 – Gdynia
P7 – Munich
P8 – Aberdeen University
P9 - EPOMM
Segmentation process
• Our target groups (3 per partner) are initially
segmented by being in a life change moment
(moving house, starting a new job, having a
child etc)
• Further segmentation then takes place by a
travel attitudinal survey
• Additional demographic questions and
revealed travel behaviour are then used to
further segment respondents
Questionnaire Design
• A separate questionnaire was designed for
each of the target groups however they all had
common ‘core questions’ and area specific
questions
• Answers from this survey were then analysed
by Aberdeen University to cluster respondents
into relatively homogeneous groups or
‘segments’
Questionnaire cont’d
• The survey was then translated into each
partner language and then printed – copies
available at www.segmentproject.eu
Follow up from survey
• Aberdeen University are completing our
survey analysis – all due for completion in July
• The Hounslow employee data and school
survey data (life change moment common to
all partners) analysis has been completed and
segmentation reports provided to partners
• Partners must then choose segments to
develop marketing – generally high car use but
with potential for behaviour change
Hounslow Employees
Die Hard Drivers
(DHD)
6%
Ready & Willing
(R&W)
11%
Malcontented
Motorists (MM)
31%
Aspiring
Environmentalists
(AE)
29%
Car Complacents
(CC)
23%
Segments
• Their current travel patterns for work trips and
use of other modes
• Their opinions on different travel modes and
preference for journey type
• Their views on wider issues such as the
environment, congestion and value of time
• Used to create a ‘pen profile’ i.e. a more real
life example of what someone from the
segment would look like!
Marketing Brief
• Partners must then create a marketing brief
for each segment outlining:
– The objective of the campaign
– What we want residents to feel/do
– What we want the campaign to say
– Why people should believe it
– Detail what is compulsory i.e. in terms of
municipality/local authority requirements
Use of Marketing Brief
• Brief will be provided to sub-contractor or inhouse team to develop marketing
Challenge!
• To develop marketing that is innovative,
particularly difficult in London where most
walking & cycling initiatives have been tried!
• European partners are learning from our
lessons i.e. use of walking bus
-so what can we do that’s different?
Hounslow Plans
• School segment – to develop a campaign that
involves the parent, not just the child
• Encourage parents to believe that the journey
to school isn’t just something they have to do
but can actually be quite enjoyable and is in
fact parent-child quality time
• With further rewards and incentives for
walking and cycling throughout project
Parent-child mileage
Campaigns
• Partners finalising campaign design between
now and September
• Partner campaigns for each of their segments
will run from September until August 2012
• It is expected that partners will stagger their
campaigns i.e. Hounslow intend on starting
employees and schools in September with
health in the New Year.
Thank You!
More information on SEGMENT can be found
on the SEGMENT website:
www.segmentproject.eu
Or contact:
Jennifer Anderson
+4420 8583 4980
[email protected]