Effective marketing of public transport

The automotive industry is one of the most dominant in the advertising market. In 2015, global car manufacturers will spend $7.3 billion on digital marketing alone. It seems that even the recent trends promoting sustainable transport and environmental care are not able to threaten this established position. In this market dominated by global giants, does public transport have a chance to reach potential users with its message?

An effective marketing strategy for such a complex entity as the public transport board should be built around the most important goals that we want to achieve. First of all, we want to acquire new users, i.e. residents who use private transport. We cannot forget about current customers who will plan to change their means of transport to cars in the future. Another very important issue is developing the habit of paying for public transport by travelers and obtaining funds from city budgets.

A comprehensively planned marketing strategy for public transport must include many aspects that often go beyond the standard thinking about promoting services. We have identified six main pillars that need to be considered when planning it.

What should public transport be associated with? First of all, it must be modern, fast, effective, comfortable, safe and reliable. These values ​​should be the foundation for building a distinctive brand that will be omnipresent in the city space.

The best example is the branding of public transport in London. The history of the characteristic identification based on the combination of a horizontal stripe and a circle dates back to 1933. The simple symbol covers all forms of transport in the British capital – from the underground to the river ferry. The coherent and distinctive identification has almost grown to be a symbol of the city. Today, it appears on tourist souvenirs, clothing and in art.

Public transport is not just buses and trams. It is also the employees who have daily contact with passengers. Drivers, ticket inspectors, or advisors at the service point are ambassadors of the public transport brand in a given city. To a large extent, their attitude towards the customer influences the overall assessment of the services provided by the company.

The main problem of public transport is the conviction of the superiority of individual transport over public transport. It has been shaped over the years and was closely linked to the car, which has become a determinant of material status. That is why education from the youngest age is so important, as well as raising awareness of the benefits for the environment resulting from everyday use of transport in a big city choked with traffic. Building sensitivity to ecological issues among the young generation has both marketing and social significance in this case.

Bus lines and metro stations create a completely new map of the city, on which passengers must find their way. Communication that helps in navigation should be created from the perspective of a pedestrian, not the vehicle in which they are moving. A simple, clear map at the bus stop will allow you to easily find your way around the immediate area.

By introducing “totems” in its information identification, the Copenhagen metro has created a new urban symbol strongly present in the city space. Simple and legible poles react to changing sunlight to shine with LED lights at night. Today, they play a very important role in branding the city as friendly to pedestrians, cyclists and public transport.

The main difficulty in planning an advertising campaign for public transport services is the very extensive target group. Theoretically, every resident of the city can be a customer using their offer. Therefore, it is important to direct individual marketing activities to more selected recipients. Advertising directed to students, seniors, children, drivers or tourists visiting the city will have a different message.

The placement of the message is also related to this. In most cases, public transport has its own advertising space in its fleet or at bus stops. By placing a message about a new attractive offer there, there is a good chance of reaching public transport passengers. But what if we want to address the campaign to those who use cars on a daily basis? A common procedure is to go beyond the classically understood outdoor. Ambient solutions, campaigns at events or product placement will allow you to achieve much better results.

Global companies that provide urban transport see the potential of online marketing. The basic tool is a website, which serves as an information platform and is a platform for communicating with the customer. However, there is much more room to maneuver. Younger users will certainly appreciate the smartphone app, which allows them to plan their journey and check departure times. A presence on social media is also recommended. A Facebook account will facilitate communication with passengers and allow for a quick response, e.g. in the event of an accident. Additionally, it can serve as a cheap advertising space with a wide reach.

Effective marketing of public transport is focused on the needs of the passenger. In the future, convincing customers to choose the bus or metro instead of a car will be increasingly difficult. Therefore, the educational function is very important, aimed at developing the habit of using public transport among the youngest generation.