INDIVIDUALIZED MARKETING: IMPLICATIONS FOR TRANSPORTATION DEMAND MANAGEMENT

Recently an international demonstration project was carried out between SOCIALDATA and the International Association of Public Transport to create awareness of an innovative marketing approach to increasing public transport use called "individualized marketing". SOCIALDATA undertook a series of experimental projects designed to prove the effectiveness of subjective perceptions, the so-called "soft policies". The starting point was the recognition that use of public transport is hindered by a lack of experience and motivation to use it. Potential users of public transport were contacted directly with the intent of motivating them to think about their behavior. Then the test groups were thoroughly informed about the public transport and selected test candidates were given a (transferable) ticket to use public transport free of charge for one full month. The experiment was extremely successful: use of public transport for the test group nearly doubled. Next a method was developed allowing the management of projects on the scale of several thousand households. The concept was applied in numerous projects, which all showed the positive results of individualized marketing: a significant increase in the use of public transport. Surplus revenue was available to finance the innovative marketing approach, which has led to a measurable image improvement for public transport and its companies. Therefore, individualized marketing has proved to be a quick, cost-effective method to increase areawide public transport patronage.

• Record URL:
  https://doi.org/10.3141/1618-14
• Summary URL:
  http://scholar.google.com/scholar_lookup?title=INDIVIDUALIZED+MARKETING%3a+IMPLICATIONS+FOR+TRANSPORTATION+DEMAND+MANAGEMENT&author=W.+Brog&publication_year=1998
• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/isbn/0309064643
• Supplemental Notes:
  • This paper appears in Transportation Research Record No. 1618, Transit: Planning, Management, Marketing, New Technology, Capacity, and Quality of Service.
• Corporate Authors:

  Transportation Research Board

  500 Fifth Street, NW
  Washington, DC  United States  20001
• Authors:
  • Brog, W
• Publication Date: 1998

Language

• English

Media Info

• Features: Figures;
• Pagination: p. 116-121
• Serial:
  • Transportation Research Record
  • Issue Number: 1618
  • Publisher: Transportation Research Board
  • ISSN: 0361-1981

Subject/Index Terms

• TRT Terms: Cost effectiveness; Demonstration projects; Driver experience; Knowledge; Measures of effectiveness; Motivation; Public transit; Ridership; Travel demand management
• Uncontrolled Terms: Effectiveness
• Old TRIS Terms: Individualized marketing
• Subject Areas: Highways; Planning and Forecasting; Public Transportation; Safety and Human Factors;

Filing Info

• Accession Number: 00755074
• Record Type: Publication
• ISBN: 0309064643
• Files: TRIS, TRB, ATRI
• Created Date: Oct 15 1998 12:00AM