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Effective Marketing for Your Parking Program

Presentation delivered at the Pennsylvania Parking Association conference in May 2019.

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Effective Marketing for Your Parking Program

  1. 1. Effective Marketing for Your Mobile Parking App May 10, 2019 Jeff Perkins, CMO
  2. 2. 42 Billion Minutes PEOPLE HAVE PAID FOR OF PARKING USING THE PARKMOBILE APP
  3. 3. 4 13 Million+ USERS NATIONWIDE 400+ CITIES & MUNICIPALITIES 125+ UNIVERSITIES 20+ AIRPORTS 8 Million+ MONTHLY TRANSACTIONS 41 OF THE TOP 100 CITIES • Ranked #3 in the Navigation category of the app store only behind Waze and Google Maps • Adopted by over 1 in 18 U.S. drivers • 27% of users engage with the app as they travel to different markets PARKMOBILE BY THE NUMBERS
  4. 4. 5 ParkMobile Footprint in Pennsylvania • Conshohocken • Doylestown • Harrisburg • Jenkintown • Lancaster • Lansdale • Lebanon • Lower Merion • Mt. Lebanon • New Hope • Philadelphia • Pittsburgh • Pottstown • State College • Stroudsburg • Temple University • York Philadelphia
  5. 5. @jeffperkins8 #DSO15
  6. 6. 11 If you build it, will they come?
  7. 7. 12 People who have used a mobile app to pay for parking, generally prefer it… Source: Parking Behavior Survey, September 2018: What is your preferred method of paying for parking? Calling an 800 number Other (please specify) Paying an attendant Cash/coins at a meter Credit card at a meter or kisok Mobile app 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 76% Prefer to pay for parking with a mobile app to other methods
  8. 8. 13 100% - I pay with an app every time I park 75% - I pay with an app most of the time 50% - I pay with an app half of the time 25% - I don't pay with an app very often 0% - I almost never pay with an app 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% …And pay with the app most of the time. Source: Parking Behavior Survey, September 2018: How often do you pay for parking with an app versus paying at a meter or kiosk? 81% Pay for parking with a mobile app at least half of the time
  9. 9. 14 Not using the app is usually caused by situations where the app is not accepted Source: Parking Behavior Survey, September 2018: What is the main reason you would NOT pay with an app, but would pay at the meter or kiosk? Sometimes I just prefer to pay at the meter I get nervous paying with the app and I worry that I will get a ticket Other (please specify) I did not have the correct parking app on my phone and I didn't want to download a new one Paying at the meter was less expensive My app was not working at the time Paying by app was not accepted at the location 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  10. 10. 15 17 or younger 18-20 21-29 30-39 40-49 50-59 60 or older 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Mobile Parking Apps are not just for “young people” anymore Source: Parking Behavior Survey, September 2018: What is your age? 38% of mobile app users are 50+
  11. 11. 16 An effective marketing program can… Drive more app utilization Improve compliance Increase revenue Create a better parking experience Reduce capital expenses associated with hardware
  12. 12. Tips for Effective Marketing
  13. 13. 18 1. High Impact Signage
  14. 14. 19 Anatomy of good signage No Smartphone? 877-727-5714 Get the ParkMobile app to pay for parking on-the-go. 51106 zone# Pay by App Parking Parking Zone # 12345 PAY ON-THE-GO No Smartphone? Call 877-727-5303 www.meterup.org Download the meterUP app ® LESS IS MORE For white labels, highlight that ParkMobile is accepted Large zone number Prominent app branding
  15. 15. 20 Prominence
  16. 16. 21 Signs and stickers last a long time, but not forever.
  17. 17. 22 Monitor signs/stickers and replace when necessary!
  18. 18. 23 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 2018-08 2018-09 2018-10 2018-11 2018-12 2019-01 2019-02 2019-03 2019-04 Newark Transactions Impact of New Signage: Newark New signage installed 52% increase
  19. 19. 24 Impact of New Signage: Atlanta - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 2016-052016-062016-072016-082016-092016-102016-112016-122017-012017-022017-032017-042017-052017-062017-072017-082017-092017-102017-112017-122018-012018-022018-032018-042018-052018-062018-072018-082018-092018-102018-112018-122019-012019-022019-032019-04 Atlanta Transactions New signage installed 288% increase
  20. 20. 25 2. Local Media
  21. 21. 26 Media Coverage Strong local press coverage is a great way to inexpensively spread the word and build awareness.
  22. 22. 27 How to work with local media • Keep an updated list of local media contacts for TV, radio, newspaper and web. • Issue a press release and send it to the contact lists • Be available for interviews with local reporters • Tag local media when posting news to social channels • Offer exclusivity to one outlet
  23. 23. 28 What if there’s a negative story?
  24. 24. 29 “Not available for comment” is a bad strategy.
  25. 25. 30 Tips for dealing with a negative news story • Issue a statement or do an interview with your side of the story • If there is a specific issue with a customer, don’t blame that customer • Show how you are working to resolve the issue in a fair way • Reach out to the reporter after the issue is resolved to ask for a follow up story • If the story is really bad, engage a crisis communication firm to help
  26. 26. 31 3. Advertising & Promotion
  27. 27. 32 Local Advertising • Local media outlets offer opportunities to promote your mobile parking app to a wide audience. ParkMobile featured on the local TV show “Atlanta Eats”. Sponsoring traffic and weather on local radio.
  28. 28. 33 Promotions • Special promotions for parking in the city can help drive first-time users
  29. 29. 34 4. Digital Presence
  30. 30. 35 Where’s the best place to hide a dead body?
  31. 31. 36 Page 2 of the Google Search results!
  32. 32. 37 Everything starts with Google 3.5 Billion web searches every day 93% searches are done through Google
  33. 33. 38 Strong search results start with a well optimized website
  34. 34. 39 Google Tools https://ads.google.com/home/tools/keyword-planner/
  35. 35. 40 Don’t Send People on an Archeological Dig Through Your site
  36. 36. 41 Keep it “Above the Fold” Heatmaps show most people don’t make it down the page
  37. 37. 42 Website Prominence Look for high profile locations to promote the app “above the fold”
  38. 38. 43 Minneapolis Parking Website Spotlight banner on the homepage
  39. 39. 44 Burlington Parking Website Featuring ParkMobile video demo on website
  40. 40. 45 Website Resources
  41. 41. 46 Download any ParkMobile Demo to Embed on Your Site Download or embed any ParkMobile video on your parking site https://vimeo.com/parkmobile
  42. 42. 47 5. Face-to-Face Interactions
  43. 43. 48 Street Teams • Find places where you can distribute information and talk to consumers • Farmers Markets • 5K runs • Arts and Food Festivals • Outdoor concerts • Distribute wallet cards and premium items • Work with local retailers on promotions
  44. 44. 49
  45. 45. 50 Promotion in Municipal Offices • Hundreds of people visit municipal offices every day • Make sure you have collateral, signage and premium items around for visitors • Train the people who work directly with visitors to the municipal office to promote the app and distribute literature
  46. 46. 51 6. User Engagement
  47. 47. 52 Email Helps You Stay Top of Mind
  48. 48. 53 Effective Use of Email Market launches Expansion into new areas Promotions Product enhancements Traffic alerts Weather updates Satisfaction surveys
  49. 49. 54 Geo-Targeting • Push geo-fenced messages around the city and airport to target visitors coming into town who already have the app on their phone. Geo- targeted messages will let people know that they can use the ParkMobile app all around the city.
  50. 50. 55 In-App Messaging • Push high impact in-app messages to our users to provide information and drive behavior. These messages are triggered by defined user behaviors. This tactic can be used to communicate a variety of topics – alerts, promotions, events, etc.
  51. 51. 56 7. Social Media
  52. 52. 57 Social Media 35K+ FANS 33K+ FOLLOWERS 2400+ FOLLOWERS • Social media can be an effective channel to promote your parking program, distribute information and engage with users.
  53. 53. 58 You won’t win a fight on social media
  54. 54. 59 What to do when people complain on social media? • Be responsive – Try to respond within the hour (during business hours) • Show empathy – “I understand that can be very frustrating.” • Try to help – “Let me look into the problem for you” • Take the issue offline – “DM us so we can continue this discussion” • See the issue through to resolution
  55. 55. 60 7 Tips for Effective Marketing Effective Signage Local Media Advertising & Promotions Digital Presence 1 2 3 4 5 6 7 Face-to-Face Interactions User Engagement Social Media
  56. 56. 61 If you build it… and you market it they will come.
  57. 57. THANK YOU! Jeff Perkins, CMO ParkMobile jeff.perkins@parkmobile.io linkedin.com/in/jeffperkins1 404-219-4720

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