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SEGMENTed mobility marketing in Utrecht

SEGMENTed mobility marketing in Utrecht. SEGMENT PMG4 24-25 Nov 2011, Utrecht. Parents: Active Car Owners. Car use home to school in Utrecht already low. Positioning good behaviour positively Influence other trips Influence two segments that are sensitive for what others do.

evelyn-navarro
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SEGMENTed mobility marketing in Utrecht

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  1. SEGMENTed mobility marketing in Utrecht SEGMENT PMG4 24-25 Nov 2011, Utrecht

  2. Parents:Active Car Owners • Car use home to school in Utrecht already low. • Positioning good behaviour positively • Influence other trips • Influence two segments that are sensitive for what others do.

  3. Proposed parents campaign • Show that it’s normal to on foot or by bike • Quality time • Parents as example to other parents • Special DVD for all new parents • Gift for children coming on foot / by bike

  4. Employees:Reluctant Pragmatists • Home-to-work travel #1 congestion cause • Relatively low satisfaction with their work trip • Intention to cycle more if no constraints • Chance to lower car use further in other segments

  5. Proposed employees campaign • Campaign promoting the use of analternative to the car: E-bike! • Segment wants tousealternatives, but thinkit is notsuitable, so change image • Minimiseburdenforemployers • Challenge: howtofindour target group (specificareas, specific jobs?)

  6. New residents: Active Car Owners and Aspiring Environmentalists • Cycling in Utrecht relatively high, higher results ask for large and long term interventions. • Target segments bike for the same reasons: it's quick, flexible, healthy • Car use for the peddlers is going up • Open for alternatives

  7. Proposed residents campaign • Affirmation of good (cycling) behaviour • Experiments with new means of transport • Peddlers: Facts & figures, Practical messages & gadgets (travel info, apps, sms-alerts), no bullshit stories (allergic for ideologic messages) • Environmentalists: facts & figures on benefits for environment and Utrecht mobility • Both segments: test facilities for e-bikes, public transportbikes, carsharing

  8. Combined citywide “event”? • Mark start of campaigns • Tell the bigger story • Trigger people again • Wider influence than only “new” people

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