[sustran] Marketing in TDM

[driddell]

There seems to be a fairly general consensus that "Marketing"  has a role to
play in TDM.  It is also clear from the discussion that there are places
where the policy is quite well advanced, e.g. the Swiss Case mentioned by
Paul with whom I agree on the other matters as well.
But we must not forget that marketing is more than just advertising.
European (especially Swiss ... and most especially Zurich's) public
transport systems have made great strides in improving their marketing
which has led to rewards in ridership and financial status.  This has
included some jazzy advertising, catchy slogans, and even "sexy" images
etc.

But more important has been a great deal of attention to the marketing
dimension of the product itself. This includes such things as:  excellent
information provision to customers; improved scheduling which makes for
easy transfers (such as timed-pulsed schedules); the full integration of
the network; innovative ticketing to encourage loyalty (such as monthly and
yearly passes offered at large discounts); etc.   Singapore has also been
making a big effort in this area since the early 1990s. I am not sure of
the best references on this but UITP in Brussels would have more details.

My original posting was inspired by thoughts similar to those of Eric.
I think the question to which Whitelegg originally responded
is about more than "advertizing" and "persuasion". It is about
consiousness raising and lifestyle modification. Results do
not happen overnight always, but if more people start to view
their travel habits as a public issue (surely it is more significant
than passive smoke, which has a relentless campaign against it),
then all the other reforms become easier because 1) even that
mere 5% that is immediately persuaded set a good example, and 2)
others that are now more aware will think more about where they
move next time and maybe increase their demands for better
transportation policies when they vote.

What has not been discussed or mentioned specifically is the role of
specialists in the field of behaviour modification.  Why do our departments
of transport and research centres seem to focus on the engineering and
economic perspectives of perceived demand without taking into account the
more "emotional" aspects which are utilised by the car manufacturers.

As planners, is there not room for us to attempt to define a set of goals,
not necessarily in agreement with current trends and perceptions, and
implement those plans through the marketing ploy at all levels, from the
central government to the local bus operator?  In other words, should there
not be the development of a psychology-sociology discipline in the transport
field and more use of the advertising media?

Wayne Duff-Riddell
Institute for Transport Technology
University of Stellenbosch
South Africa
Tel:  +27 21 808 4647
Fax: +27 21 808 4361
e-mail (work): driddell at ing.sun.ac.za
e-mail (home): tiko at intekom.co.za