Effects of a dialogue marketing campaign on new citizens‘ daily mobility

1. Effects of a dialogue marketing campaign on new citizens‘ daily mobility Reyhaneh Farrokhikhiavi, M.A. ISB, RWTH Aachen University European Conference on Mobility Management 2010

2. Structure • Introduction • Methods • Results • Conclusion

3. Introduction Methods Results Conclusion

4. Everydaycaruse • Affected by infrastructural conditions • Very stable behavior • Habit

5. Breaking the habit • Context change • Re-evaluate action options • Information about alternative option • ‘change sensitive time window’

6. Evaluation of dialogue marketing campaign for new citizens • Intervention study • Effect of marketing campaigns on new citizens´ car use • Commissioned by the German Federal Ministry of Transport, Building and Urban Affairs (BMVBS)

7. Introduction Methods Results Conclusion

8. Campaign and evaluation design

9. Campaign - experimental groups • Type 1: standard information • city map with PT-lines, route network plan, fare information • Type 2: dialogue • service card to request information & free travel card • Type 3: standard information & dialogue

10. Evaluation • Research question • Effect of marketing campaign on new citizens’ travel mode choice • Design • randomized • factorial • post-test • Method • Face to face & phone interviews

11. Introduction Methods Results Conclusion

12. Response rate • Estimated response rate 25% • Completed interviews: • Response rate 19%

13. Campaign - dialogue • 21% sent back the service card • Phone counselling to motivate to test car use alternatives • Order (further) information material

14. Campaign – dialogue

15. Campaign - dialogue

16. Campaign - materials

17. Campaign - materials

18. Modal split after the intervention

19. Overall rating of the marketing campaign

20. Recommendation of the marketing campaign

21. Results • Free travel card: reason to enter into a dialogue • PT information material & free travel card help to try PT • Combination of information & dialogue entice car drivers to use PT and to cycle

22. Introduction Methods Results Conclusion

23. Partners for public transportation marketing • Condition for dialogue marketing: • contact every subject of the target group • Municipal registration offices: • best data about addresses of new citizens • Main partners: • agreement on campaign • establish decision

24. Objectives of public transportation marketing • Improvement of level of information about PT • Create a first positive contact with PT • Start a long term bond with PT

25. Information material on public transportation • Map with PT lines • PT route network plan • Interesting destinations • PT night service • PT fare system • ’How to use a ticket machine’ • Timetable of one’s individual stop

26. Contact with public transportation • Free travel card • Create attention & motivate to try • Attractive • Easy to get

27. Bond with public transportation • Information & dialogue can initiate a long term bond • Online Customer Relationship Management (CRM) • Individual profile • Individual information

28. Thank you for your attention Contact: Reyhaneh Farrokhikhiavi RWTH Aachen University ISB - Institute of Urban and Transport Planning Fon: 0049-241-80 25 206  Fax: 0049-241-80 22 247 e-mail: farrokhikhiavi@isb.rwth-aachen.de

29. Note • The presentationisbased on • ISB, Bamberg, S. (2009) ‚Evaluation von Dialogmarketing für Neubürger‘ - Abschlussbericht (‘Evaluation of Dialogue Marketing Campaign for New Citizens’- Final report). Aachen • The project ‘Evaluation of Dialogue Marketing Campaign for New Citizens’ is commissioned by the German Federal Ministry of Transport, Building and Urban Affairs (BMVBS). The authors are solely responsible for the content of this presentation.