VTA 2010: Non-Traditional Marketing to Spark Ridership (Extended)

NON-TRADITIONAL MARKETING TO SPARK RIDERSHIP Felicia Woodruff – Account Planner, Transit/TDM Strategy J Grant Mizell – Account Executive, SPARK Team • Ray Shea – Strategic Planner, Transit Marketing

Where do riders get information? 26% Americans who receive news through their mobile phone – USA Today, March 2010 2009 Americans’ mobile data use of text, email and internet surpasses voice data – CITE (via NYT), May 2010 9 Months to reach 1 billion downloads through the App Store. – Apple, April 2009

More mobile – Morgan Stanley Research, Q1 2010 stats 86 Million iPhone/iTouch users, versus 18 million Netscape users, at Q11.

2010 US Mobile browsing and Mobile App use doubles from Q1 2009 Smartphone sales will outpace personal computer sales 2012 – Morgan Stanley Research, Q1 2010 iPad sales reach 2 million within 2 months of release. – Apple, March 31, 2010 More mobile stats Apple reinvents the phone. Again. – Apple WWDC, Monday, June 7, 2010

Paper Cuts vs. Job Cuts Going Paperless

• Plan carefully • Goal set, try phases • Shop systems • Digital first, then paperless Going Paperless

Traditional Marketing Funnel Awareness Familiarity Trial Behavior Change/ Conversion

Evolved Marketing Funnel Familiarity Relevance Conversion Involvement Ongoing Engagement

Cars Today

QuickTime™ and a Cars Today NTSC decompressor DV/DVCPRO - (Ford Park Assist) are needed to see this picture.

What about Buses?

WOR D of MOUTH

WORLD of MOUTH

Consumer Trust Index • 90% of consumers trust recommendations from people they know • 20% over a brand’s website • 30% over traditional advertising WORLD of MOUTH

Sourcing Ridership from within

Invading Social

broadcast idea message print billboard Traditional Media Mix

broadcast youtube message competition billboard idea tweet bus shelter web message banner New Media Mix

Where to start?

Purpose: Engage in consumer’s natural habitat Using: Any piece of the habitat, i.e. the bus, the seats, shelter, metro stairs/escalator, sidewalk, the fare card/machine, etc. Examples: HRT Happy Hour, GRTC iPhone app, VW Fun Theory Ideas worth stealing: Sidewalk-Chalk competition, barcode tagging, going paperless, theater on wheels, bus shelter digital tweet visualization display Environmental aka: Guerilla, Non-Traditional, Ambient, Interactive

Guerilla, Interactive aka: Non-Traditional, Environmental, Ambient

Purpose: Engage riders on-the-go Using: Foursquare, Gowalla, Loopt, etc Examples: BART, VisitPA Sample: @9th and Broad (GRTC): Recently renovated, National is the hottest concert venue downtown. Show your bus pass for at Gibson’s Grill before a show for a free Appetizer! Location-based Service

Purpose: Create conversations with riders & potential riders Using: Facebook Page, Twitter, Blogger, Tumblr, MySpace, Flickr, Twitpic, YouTube, Vimeo Examples: HRT, VPSI, VaDOT, CarFreeDiet, AmtrakVirginia Ideas worth stealing: flickr press room, bus rodeo, filmmaker contest starring buses, mobile sing-a-long, regional tours Sample tweet: Sudden threat of t-storms this eve, may be a good day to try the bike racks on the front of the bus. http://bit.ly/howtorack Social Sharing

Purpose: Encourage feedback, service ratings, etc Using: Digg, Survey Monkey, customized-rating system Examples: NextStopDesign, Blacksburg Bike/Ped Survey Ideas worth stealing: Flickr commute route/stop issues Crowdsourcing

Purpose: Increase traffic & broaden awareness Using: Fb ads, Promoted Tweets, YT Promoted Videos, Google AdWords, Yahoo! Behavioral Targeting, etc Examples: CFD Skeptics, Telework!VA Ideas worth stealing: Promotion during Earth Day [month] Search/Social Mktg

Purpose: Customer Relation Management Using: Email newsletter/CRM, SMS messaging Examples: Red Cross, VPSI, HCA Hospitals Ideas worth stealing: Special promotion support, general brand awareness Email/Text Messaging

VPSI Photo Contest

Car-Free Diet Skeptics Challenge Phase 1: Announcement

Car-Free Diet Skeptics Challenge Phase 2: Voting

Car-Free Diet Skeptics Challenge Phase 3: Challenge

Car-Free Diet Skeptics Challenge

Car-Free Diet Skeptics Challenge Phase 4: Converts

Discovering your Route

• Provide access • Focus on the anytime/anywhere greater good • Make it easy • Be community • Provide tools to centric spread the word • Listen • Be authentic • Experiment • Tout your USP • Have fun! Rules of Engagement

Do one thing next week to challenge the status quo of your current marketing efforts. i.e. start a mass email of ideas around the office, place a box for marketing ideas in the breakroom, take an internal survey of social strengths/expertise, explore 1 new social site, etc Share it. Email me at gmizell@pulsaradvertising.com; OR Tweet me @mizellg, ending with the hashtag #vtamktg10 Challenge…

Extended… (psst, keep going) Felicia Woodruff: fwoodruff@pulsaradvertising.com Grant Mizell: @mizellg, gmizell@pulsaradvertising.com Ray Shea: suprag5130@aol.com

Ford gave away one hundred, pre-released Fiestas for six months. Case Study: Ford

And started a Movement…

Integrating Social

37% Pre-Launch Awareness among Millenials 2010 - Ford moves 25% of Marketing Spend to Digital/Social Media “You can’t just say it. You have to get the people to say it to each other.” – James Farley, CMO Ford

Winning the Boss Over ( in two steps ) Exploration (Fire power) •Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists • Foursquare: BART, VisitPA • Multi-updaters: Cotweet, Hootsuite, Ping Load-Up on Stats (Ammunition) • All Socialnomics vids & these stats • What The F**K is Social Media? • Internet trends • Can Social Media sell cars?

Winning the Boss Over Other resources. The Secret Sauce of Social Marketing 5 Tips to Convince the Boss Adding Blogger Outreach to Your PR Plan 10 Ways to Initiate Social Conversation Social ROI Facebook Stats Social Media Business Tools

VTA 2010: Non-Traditional Marketing to Spark Ridership (Extended)

by J Grant Mizell on Jun 11, 2010

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VTA 2010: Non-Traditional Marketing to Spark Ridership (Extended) — Presentation Transcript