SEGMENT – The future of travel marketing?

SEGMENT – The future of travel marketing?

SEGmented Marketing for ENergy efficient Transport

Jennifer AndersonSustainable Travel Officer

London Borough of Hounslow

• P1 (Lead partner) – London Borough of Hounslow• P2 – Almada• P3 – Athens• P4 – Sofia• P5 – Utrecht• P6 – Gdynia• P7 – Munich• P8 – Aberdeen University• P9 - EPOMM

Project Partners

What is SEGMENT?

• SEGMENT is a 3 year IEE STEER funded project which will test the use of consumer market segmentation techniques in persuading people to change their travel behaviour and adopt more energy efficient forms of transport

- but what does that mean?

Current marketing - useful?

• Standard travel marketing……

• Do they work, has anyone ever tried anything different?

• Is there a better way for information to be presented or reach the right audience?

SEGMENT in a nutshell

• Each partner - marketing campaigns for 3 travel segments at a ‘life change moment’ e.g. starting a new job, having a child, moving home etc

• Each travel segment has been surveyed and clustered into attitudinal groups by Aberdeen University

SEGMENT Process

• Report provided to partners with information on each attitudinal group – current use of transport modes, views and beliefs and likely marketing messages

• Partners to use detailed report to select segments likely to be receptive to sustainable travel marketing

SEGMENT Process

• Develop marketing briefs with likely messages and media for each group (following our marketing workshop in May)

• Partner choice - to develop a new campaign for each segment or tailor existing products

Further Challenge!

• To develop marketing that is innovative, particularly difficult in London where most walking & cycling initiatives have been tried!

• European partners are learning from our lessons i.e. use of walking bus

-so what can we do that’s different?

SEGMENT in Hounslow

• Our 3 target segments are:– Hounslow employees accessing the Civic Centre

(campaign started August 2011)– Patients attending healthcare facilities (campaign

to begin November 2011)– Parents of Year 1 children taking their children to

school (campaign started September 2011)

SEGMENT Schools

• Campaign focussed on our image-conscious intenders segment (around 20% of parent population) – schools selected with highest proportions

• This group like their journeys to be simple, flexible, are motivated by rewards, are keen to use the car less

→ Developed a parent reward walk scheme

My Time!

My Time

• Taken to schools with highest proportion of image conscious intenders

• Parent coffee mornings, welcomes at school gates, attending induction events

• Parents receive Registration Pack and first reward voucher for registering

Profile Area & Rewards

Interaction

• Parents will receive:- Initial reward voucher- Vouchers as they reach walk trip thresholds- Newsletters with school walk/cycle information- Surveys during the year to identify travel habits

Benefits for School

• Hopefully noticeable reduction in vehicles around school gates – pleasing residents and reducing risk of accidents

• School will be sent progress to inform their travel plan

• Competition between schools for most walk trips to win a bank of scooters – very popular with children at the moment

SEGMENT Resources

• Questionnaire were designed for each of the target segments

• Each survey had common ‘core questions’ and area specific questions.

→ Methodology developed by Aberdeen University is available on the project website

www.segmentproject.eu

SEGMENT Resources• Partner surveys available at www.segmentproject.eu

• Copies of travel segment reports and finalised marketing briefs coming soon

Thank You!

More information on SEGMENT can be found on the SEGMENT website:

www.segmentproject.eu

Or contact:Jennifer Anderson+4420 8583 4980

jennifer.anderson@hounslow.gov.uk