SEGmented Marketing for ENergy
efficient Transport
SEGMENT
IEE/09/250759-SEGMENT: 19-Apr-10 to 18-Apr-13
SEGmented Marketing for ENergy efficient Transport
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.
SEGmented Marketing for ENergy efficient Transport
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.
SEGmented Marketing for ENergy efficient Transport
Objectives
•
•
•
A transferable “market
segmentation” model
Successful targeted marketing
campaigns
Building capacity in the citypartners
SEGmented Marketing for ENergy efficient Transport
Outputs, Results, Achievements
• 6 very different cities did 18 marketing campaigns;
common elements (the target populations, the lifechange 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
SEGmented Marketing for ENergy efficient Transport
Partners
1.
2.
3.
4.
5.
6.
7.
8.
9.
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:
Mark.Frost@hounslow.gov.uk
SEGmented Marketing for ENergy efficient Transport
Summary of target groups
Hounslow
UK
New
employees
Start /change
school


Almada
PT




Utrecht
NL


Gdynia
PL



University
students
Other
Health
centres

Sofia
BG
Munich
DE
New
residents

(*)
First baby
day care

SEGmented Marketing for ENergy efficient Transport
New foreign
residents
SEGMENT Process & Timeline
WP 3
(M7 – M13)
Define
treated
&
target
groups
Design
survey
Identify
and
evaluate
contextual
data
WP 6
(M32-35)
Calculate
baseline
behaviour
Collect
data from
treated
and
untreated
groups
Identify
attitudinal
segments
Collect
data from
treated
and
untreated
groups
Calculate
behaviour
change
Evaluation
Identify
lifestage
targets
WP 3
(M31-35)
21 Campaigns
WP 2
(M1 – M6)
Collect
contextual
data
Pilot survey
(N=300)
SEGmented Marketing for ENergy efficient Transport
8
If only it were this simple …
Improve service
Improve
knowledge
Improve
attitudes
Change
Behaviour
SEGmented Marketing for ENergy efficient Transport
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
SEGmented Marketing for ENergy efficient Transport
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
SEGmented Marketing for ENergy efficient Transport
What is segmentation and why is it important?
“Not segmenting is
like trying to play the
piano with boxing
gloves on”
SEGmented Marketing for ENergy efficient Transport
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.
SEGmented Marketing for ENergy efficient Transport
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
SEGmented Marketing for ENergy efficient Transport
Attitudinal Segmentation
Car Complacents
Die Hard Drivers
Malcontented Motorists
Car Sceptics
Aspiring Environmentalists
Car Aspirers
SEGmented Marketing for ENergy efficient Transport
Reluctant Riders
Hybrid segmentation model
Life-event Segments
Attitudinal Segments
Aspiring
environmentalists
New
employees
New pupils
New
residents
Die-hard
drivers
New health
patients
SEGmented Marketing for ENergy efficient Transport
Malcontented
motorists
Complacent
car addicts
Hybrid segmentation model
New
employees
New pupils
New
residents
New health
patients
SEGmented Marketing for ENergy efficient Transport
SMARTER TRAVEL RICHMOND
How did we segment our market?
“Richmond Driver”
SEGmented Marketing for ENergy efficient Transport
“Richmond Driver”:
SEGmented Marketing for ENergy efficient Transport
Environmentally Aware
“Rupert & Penelope”
160
Income
140
120
100
80
60
40
SEGmented Marketing for ENergy efficient Transport
20
How did we use it?
To choose messages that resonate
Personal benefits
Specific products & services
SEGmented Marketing for ENergy efficient Transport
How did we use it?
To develop suitable initiatives
Workplace initiatives
SEGmented Marketing for ENergy efficient Transport
How did we use it?
To choose media
Local press
Events
Website
SEGmented Marketing for ENergy efficient Transport
Thank you for your attention!
Mark Frost
Mark.Frost@hounslow.gov.uk
SEGmented Marketing for ENergy efficient Transport