TRANSIT MARKETING: DO'S AND DONT'S FOR A SUCCESSFUL PROGRAM

Marketing in the transit industry has two main goals:1) increased patronage, and 2) public support for transit service. Management is a most important factor to consider in a marketing program seeking to promote transit. Public information procedures such as news media and customer information services can be most effective in encouraging patronage. In regard to promoting transit's image, and eye- catching logo and color scheme for the vehicle is an effective device. Transit stops should be more clearly marked, and the provision of benches and shelters is a convincing aspect of the claim of providing better service. Color-coded maps of the system and telephone inquiry answering services are other indications of improved service. Community participation should be encouraged to obtain public reaction and possible suggestions for further improvement. A concern often ignored is that of driver courtesy. A training program for drivers should be provided so that all the other improvements won't appear worthless because of an inconsiderate driver. One of the most innovative marketing features is the use of promotional programs to increase redership and keep the system in the news. These include ride home free, special family fare, ride all day, low-fare special, park-n-ride, bus decoration, special passes, charter service, and bus lanes. Transit marketing techniques are being reviewed and updated constantly, and many ideas are borrowed from consumer product marketing. Only experimentation will tell what is most effective. In any case, transit systems are on the rise today as a result of both ecological and energy concerns.

  • Supplemental Notes:
    • Excerpted from a monograph in "Short-Range Transit Planning", published by Urban Mass Transportation Administration.
  • Corporate Authors:

    Bobit Publishing Company

    1155 Waukegen Road
    Glenview, IL  USA  60025
  • Authors:
    • Walbrecker, R
  • Publication Date: 1975-1

Media Info

  • Features: Photos;
  • Pagination: p. 9-12
  • Serial:
    • Metropolitan
    • Volume: 71
    • Issue Number: 1
    • Publisher: Bobit Publishing Company

Subject/Index Terms

Filing Info

  • Accession Number: 00084708
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Jul 2 1981 12:00AM