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SEGMENT. SEGmented Marketing for ENergy efficient Transport. IEE/09/250759-SEGMENT: 19-Apr-10 to 18-Apr-13. Background. We applied the lessons of commercial marketing techniques to public policy to develop a cost-effective way to achieve travel-behaviour-change.

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Segment
SEGMENT

  • SEGmented Marketing for ENergy efficient Transport

IEE/09/250759-SEGMENT: 19-Apr-10 to 18-Apr-13


Background
Background

  • We applied the lessons of commercial marketing techniques to public policy

  • to develop a cost-effective way to achieve travel-behaviour-change.

  • We tested a ‘market segmentation approach’ (attitudes to environment and travel eg “devoted drivers”),

  • and used life change ‘trigger points’ which force people to question their travel habits.

  • We carefully measured what we did, and then extracted the essentials to create an approach that can be used anywhere.


Project summary
Project summary

  • 6 cities (BG, DE, NL, PL, PT, UK) test the effectiveness of market segmentation.

  • Can it cost-effectively achieve shift towards sustainable travel?

  • Actions include: analysis of target populations; skills development; campaign design and delivery.

  • Outputs include a basic toolkit that can be used by any city without the need for costly preparation.


Objectives
Objectives

  • A transferable “market segmentation” model

  • • Successful targeted marketing campaigns

  • • Building capacity in the city-partners


Outputs results achievements
Outputs, Results, Achievements

  • 6 very different cities did 18 marketing campaigns; common elements (the target populations, the life-change moments) and impact analysis allowed for comparisons.

  • In 18 months the average modal-shift was 4%, and average campaign-cost was €50k

  • The same attitudinal segments exist in all cities, though in different %s

  • Life-change moments are an effective trigger for segmented marketing

  • But each campaign has to be carefully designed

  • Tools have been developed so that other cities can short-cut. Online “golden questions” economically collect the key data: no need for expensive surveys

  • All city-partners were pleased with the impact and will use the approach in the future


Partners
Partners

  • London Borough of Hounslow

  • Local Energy Management Agency of Almada, Portugal

  • Municipality of Athens Development Agency SA, Greece

  • City of Sofia, Bulgaria

  • City of Utrecht, Netherlands

  • City of Gdynia, Poland

  • City of Munich, Germany

  • Aberdeen University, Centre for Transport Research, UK

  • European Platform On Mobility Management, Belgium

CONTACT: [email protected]



Segment process timeline
SEGMENT Process & Timeline

WP 2

(M1 – M6)

WP 3

(M7 – M13)

WP 3

(M31-35)

WP 6

(M32-35)

Define treated

&

target groups

21 Campaigns

Evaluation

Calculate baseline behaviour

Calculate behaviour

change

Collect data from treated and untreated groups

Collect data from treated and untreated groups

Identify lifestage targets

Design survey

Identify and evaluate contextual data

Identify attitudinal segments

Collect contextual data

Pilot survey (N=300)

8


If only it were this simple

Improve service

Improve knowledge

Improve attitudes

Change Behaviour

If only it were this simple …


What is segmentation
What is segmentation?

  • Segmentation involves subdividing the public into manageable groups based on the attributes they possess, e.g. their social status, their attitudes or their dominant behaviour

  • A good segmentation model allows its user to identify clearly differentiated groups within a broad audience, and to understand the most effective means by which to engage those groups


Why segment the market
Why segment the market?

  • There is little point in targeting the average

  • Different people are motivated by different things

  • There is no ‘one size fit all’ approach

  • It is necessary to plug-in to belief systems – not try to rewire them


What is segmentation and why is it important
What is segmentation and why is it important?

“Not segmenting is like trying to play the piano with boxing gloves on”


Segmentation could be used to
Segmentation could be used to:

  • understand audiences better for the purposes of developing communications, policy responses or services;

  • target audiences better by minimising mismatched messages (and helping to ensure that budgets are deployed effectively); and

  • evaluate initiatives better, by understanding the limits of the audiences and locations which interventions may be targeting.


But there is good segmentation and bad segmentation
But, there is good segmentation and bad segmentation …

  • A segmentation is only as good as the data it is based upon

  • Segmentation of travellers has relied on demographics or behaviours, but …

  • Need to find psychologically meaningful segments

  • Draw upon marketing and psychology disciplines

  • Design targeted messages

  • Investigate how segments change over time


Car Complacents

Die Hard Drivers

Aspiring Environmentalists

Malcontented Motorists

Reluctant Riders

Car Sceptics

Car Aspirers

Attitudinal Segmentation


Hybrid segmentation model

Aspiring environmentalists

New employees

Die-hard drivers

Malcontented motorists

New residents

New pupils

Complacent car addicts

New health patients

Hybrid segmentation model

Life-event Segments

Attitudinal Segments


Hybrid segmentation model1

New employees

New residents

New pupils

New health patients

Hybrid segmentation model


Smarter travel richmond how did we segment our market
SMARTER TRAVEL RICHMOND How did we segment our market?

“Richmond Driver”



Environmentally aware
Environmentally Aware

“Rupert & Penelope”

20


How did we use it
How did we use it?

To choose messages that resonate

Personal benefits

Specific products & services


How did we use it1
How did we use it?

To develop suitable initiatives

Workplace initiatives


How did we use it2
How did we use it?

To choose media

Local press

Events

Website



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