RELATIONSHIP MARKETING OVER THE INTERNET - THE "MYBART" PROJECT

This paper describes an innovative, web-based marketing program recently implemented in the San Francisco Bay Area, in the heart of the digital revolution. Under this program, developed in 1999 and launched in early 2000, residents can sign up to receive exclusive discounts on entertainment events, recreation, and/or shopping at locations accessible via transit. When signing up for this program, called "MyBART", customers select among a list of areas of interest, such as performing arts, music, sports, family events, and shopping. Customized e-mails are broadcast to MyBART members weekly, alerting them to the specific offers geared towards their individual area(s) of interest. The paper describes the tools required to implement the program, along with instructions on how this program can be replicated in other parts of the country. The paper concludes with an evaluation of the market response to this new initiative.

• Corporate Authors:

  American Public Transportation Association

  1666 K Street, NW, Suite 1100
  Washington, DC  United States  20006
• Authors:
  • Weinstein, A
  • Mochon, D
  • Feldman, P
• Conference:
  • Rail Transit Conference, 2000
  • Location: St. Louis Missouri
  • Date: 2000-6-10 to 2000-6-15
• Publication Date: 2000

Language

• English

Media Info

• Features: Figures; References;
• Pagination: p. 451-460
• Monograph Title: RAIL TRANSIT CONFERENCE PROCEEDINGS

Subject/Index Terms

• TRT Terms: Discount; Internet; Market assessment; Marketing; Recreation; Ridership; Shopping
• Identifier Terms: San Francisco Bay Area Rapid Transit District
• Geographic Terms: San Francisco Bay Area
• Subject Areas: Finance; Public Transportation;

Filing Info

• Accession Number: 00796152
• Record Type: Publication
• Files: TRIS
• Created Date: Jul 5 2000 12:00AM