Marketing Transit Services to Business (1998) / Chapter Skim
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Executive Summary
Executive Summary
Pages 1-20
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Many transit agencies slave worked closely with employers, in particular, to promote a range of services, including ridesI~aring, prepaid pass and voucher programs, guaranteed rifles home, and customized services. Some agencies have encouraged developers to incorporate transit-friendly elements into site design, while others have worked with local retailers and institutions on joint marketing efforts.
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In business-to-business marketing, the role of personal selling is far more important than mass media advertising or even advertising in the trade press, whereas the opposite is true with consumer marketing. Advertising can be useful in business-to-business marketing, however, to support a sales force, or to indirectly influence business purchasing decisions through employees.
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The need for a coherent transit marketing campaign using written material, promotions, presentations, sales, and networking in order to convey what may be a complex message. The need for close integration between transit marketing and the transit service development and delivery process.
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, and transit agencies undertaking ridesharing, for example, have used direct mail and telemarketing, particularly to help with smaller employers. Different organizations have combined direct marketing techniques with sales force marketing in order to use their sales forces most effectively.
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The best companies have taken a comprehensive marketing approach to the design of products and services, have determined their unique value, and have developed marketing methods to promote this unique value. DHL, Airborne, and FedEx's success is also attributable to the rigorous market segmentation, which clearly defines target markets, businesses, and customers.
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Product design, quality, and customer satisfaction are, for the most part, linked to the development of a comprehensive marketing strategy. This can be a valuable lesson for transit providers.
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This strategy leas certainly proved effective in the non-profit sector, and may encourage employers to make even larger commitments to local or regional transit providers. In order to adapt to extreme competitive pressures, the package delivery, banking and finance, telecommunications, travel, insurance and health care, and non-profit industries all developed a number of innovative marketing strategies and techniques to reach consumers.
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Like most transit agencies in tile United States, Pace operates in a very difficu} and competitive environment, with the dispersal of travel tending to lower transit anode share. To combat these declines, Pace has undertaken a number of initiatives to target taxis prime transit market.
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Both were effective marketing approaches in these early appeals, and have continued to be effective in more recent efforts. The New York voucher program helped to promote increased federal benefits for transit subsidies by employers, and new regulations and laws raised that benefit from $!
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Rider-driven marketing techniques have also been effective in larger communities, where riders/employees are able to advocate for the voucher program. Direct marketing techniques, including direct mad!
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New business needs also are identified; far more quickly through the Relationship Team structure than through the traditional market research avenues, since a needs-identification process is a part of the Relationship Team experience. Although BofA is currently one of the largest banks in the United States, it faced slightly declining market share during the ~ 980s.
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It has eliminated red tape in applying for loans, and is also offering multiple services to small business customers. Analogous to this is that some transit programs are being marketed to businesses, including the transit voucher program.
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· The marketing techniques used for the Alpha/Prima account included internal marketing of the program. Tunis is a critical lesson for transit, since internal attitudes can support or kill new marketing and service initiatives.
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Such questions to transit passengers might help identify problems as well as areas needing more marketing attention. Kaiser found it necessary to market to small business, but impossible to do so with its own sales force.
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The original expectation for this research was that private businesses have more experience in marketing to business than do transit agencies, and that studying methodologies from the private sector would be beneficial to the transit industry. However, while there are many innovative concepts being used in the private sector, the project team found examples of marketing-oriented transit agencies using similar approaches.
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Integrated and Supported Within the Agency In the course of this research, the project team had little trouble finding s examples of innovative marketing strategies and techniques now being employed in the transit sector. What was unusual, however, was finding a transit .
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The most successful companies and agencies have taken a comprehensive marketing approach to the design of products and services, have determined their unique value, and have developed marketing methods to promote this unique value. Nonetheless, a number of techniques P8gB 17
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Within profit-oriented companies, philanthropic and business units have joined forces to develop giving strategies that increase their name recognition among consumers, boost employee productivity, reduce research and development costs, overcome regulatory obstacles and foster synergy among business units. While it may be unrealistic to expect that transit providers suddenly will find corporate sponsors to subsidize marketing efforts or program costs, there may be some advantage for transit agencies to foster stronger links with local or even national corporations.
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From page 19... ...
The area can be addressed incrementally within the focus of existing transit marketing activities, or it might be an important element of new strategic initiatives for addressing some of the basic challenges that transit agencies now face. In either case, further attention to this area could have substantial returns for transit agencies.
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