1 Effects of a dialogue marketing campaign on new citizens daily mobility Reyhaneh Farrokhikhiavi,...
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1 Effects of a dialogue marketing campaign on new citizens‘ daily mobility Reyhaneh Farrokhikhiavi, M.A. ISB, RWTH Aachen University European Conference on Mobility Management 2010
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1
Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.ISB, RWTH Aachen University
European Conference on Mobility Management 2010
2
Structure
1. Introduction
2. Methods
3. Results
4. Conclusion
3
Introduction
Methods
Results
Conclusion
4
Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Everyday car use
•Affected by infrastructural conditions
•Very stable behavior
•Habit
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Breaking the habit
•Context change
•Re-evaluate action options
•Information about alternative option
•‘change sensitive time window’
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Evaluation of dialogue marketing campaign for new citizens
•Intervention study
•Effect of marketing campaigns on new citizens´ car use
•Commissioned by the German Federal Ministry of Transport, Building and Urban Affairs (BMVBS)
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Introduction
Methods
Results
Conclusion
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Campaign and evaluation design
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Campaign - experimental groups
•Type 1: standard information
city map with PT-lines, route network plan, fare information
•Type 2: dialogue
service card to request information & free travel card
•Type 3: standard information & dialogue
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Evaluation
•Research question
• Effect of marketing campaign on new citizens’ travel mode choice
•Design
• randomized
• factorial
• post-test
•Method
• Face to face & phone interviews
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Introduction
Methods
Results
Conclusion
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Response rate
•Estimated response rate 25%
•Completed interviews:
•Response rate 19%
Type 1 Type 2 Type 3
standardised information
dialogue information + dialogue
Frankfurt 187 59 60 46 353
Munich 214 77 75 58 424
Halle 300 100 101 99 600
Total 701 236 236 203 1376
City Control group
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Campaign - dialogue
•21% sent back the service card
•Phone counselling to motivate to test car use alternatives
•Order (further) information material
60,0%
23,6%
12,7%
3,6%
0% 10% 20% 30% 40% 50% 60% 70%
Free travel card
PT fare system
PT service
Information sources
Most helpful aspects of the dialogue
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Campaign – dialogue
82%
53%
53%
79%
75%
51%
55%
44%
39%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
city map with PT-lines
PT route network plan
PT fare information
Ordered information materials by the participantsType 2 (dialogue)
Frankfurt [n=147] Munich [n=191] Halle [n=158]
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Campaign - dialogue
69%
34%
65%
46%
33%
39%
30%
31%
76%
29%
73%
64%
51%
4%
35%
25%
51%
24%
39%
53%
47%
13%
46%
44%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
cycling information
car-sharing information
excursion information
PT night service
PT timetable
individual stop timetable
anual travelcard information
PT customer magazine
Ordered information materials by the participantsType 2 & 3
Frankfurt [n=147] Munich [n=191] Halle [n=158]
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Campaign - materials
18,9%
18,9%
23,5%
17,5%
11,1%
5,5%
16,4%
17,1%
19,8%
20,1%
41,3%
46,4%
64,7%
72,8%
0% 20% 40% 60% 80% 100%
Map with PT lines
PT route network plan
PT fare system information
Other Information
How often have you used the information material?
often from time to time 1 - 2 times never
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Campaign - materials
48,1%
48,0%
29,8%
16,2%
38,8%
34,7%
41,2%
51,5%
9,3%
12,0%
18,4%
20,6%
7,9%
11,8%
0% 20% 40% 60% 80% 100%
Map with PT lines
PT route network plan
PT fare system information
Other Information
How helpful was the information material?
very helpful helpful undecided unhelpful not helpful at all
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Modal split after the intervention
28,3% 23,8% 27,8%19,7%
29,4%27,2%
36,3%
34,6%
10,9%12,2%
9,8%15,5%
29,9% 36,0%24,2% 29,5%
0%
20%
40%
60%
80%
100%
control group type 1 standardised
informationen
type 2 dialogue
type 3 informationen +
dialogue
walking
cycle
PT
car
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Overall rating of the marketing campaign
32,0% 28,6% 34,4%
58,5%55,4%
57,1%
6,1%12,6%
7,8%
0%
20%
40%
60%
80%
100%
type 1 standardised
informationen
type 2 dialogue
type 3 informationen +
dialogue
inadequate
adequate
satisfactory
good
excellent
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Recommendation of the marketing campaign
91,2% 94,9% 95,4%
8,8% 5,1% 4,6%
0%
20%
40%
60%
80%
100%
type 1 standardised
informationen
type 2 dialogue
type 3 informationen +
dialogue
no recommendation
recommendation
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Results
Free travel card: reason to enter into a dialogue
PT information material & free travel card help to try PT
Combination of information & dialogue entice car drivers to use PT and to cycle
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Introduction
Methods
Results
Conclusion
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Partners for public transportation marketing
• Condition for dialogue marketing:
contact every subject of the target group
• Municipal registration offices:
best data about addresses of new citizens
• Main partners:
agreement on campaign
establish decision
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Objectives of public transportation marketing
•Improvement of level of information about PT
•Create a first positive contact with PT
•Start a long term bond with PT
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Information material on public transportation
• Map with PT lines
• PT route network plan
• Interesting destinations
• PT night service
• PT fare system
• ’How to use a ticket machine’
• Timetable of one’s individual stop
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Contact with public transportation
Free travel card
• Create attention & motivate to try
• Attractive
• Easy to get
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Bond with public transportation
• Information & dialogue can initiate a long term bond
• Online Customer Relationship Management (CRM)
• Individual profile
• Individual information
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Thank you for your attention
Contact:Reyhaneh FarrokhikhiaviRWTH Aachen UniversityISB - Institute of Urban and Transport PlanningFon: 0049-241-80 25 206 Fax: 0049-241-80 22 247e-mail: [email protected]
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Effects of a dialogue marketing campaign on new citizens‘ daily mobility
Reyhaneh Farrokhikhiavi, M.A.
Introduction
Methods
Results
Conclusion
Note
• The presentation is based on
ISB, Bamberg, S. (2009) ‚Evaluation von Dialogmarketing für Neubürger‘ - Abschlussbericht (‘Evaluation of Dialogue Marketing Campaign for New Citizens’- Final report). Aachen
• The project ‘Evaluation of Dialogue Marketing Campaign for New Citizens’ is commissioned by the German Federal Ministry of Transport, Building and Urban Affairs (BMVBS). The authors are solely responsible for the content of this presentation.
