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Transcript of Marketing Travel Behaviour Change In a competitive environment PIMMS TRANSFER MC 2010 Stockholm, 14...
Marketing Travel Behaviour ChangeIn a competitive environment
PIMMS TRANSFER MC 2010
Stockholm, 14 April 2010
John [email protected]
John PorterInteractions Ltd.Blackberry LaneDelgany, Co. Wicklow+353 87 236 [email protected]
Question-
Why are people honest?
Some new ways of thinking
Presentation Outline
• A psychology for understanding behaviours• Managing change• Personal role perceptions (exercise)• Stages of change• Process of change (Change Cycle)• Campaigns (Interactive exercise)• Dependency• Research (optional)• Branding (exercise)• Communications and marketing
Personal Construct Psychology
• A person’s processes are psychologically channelised by the way in which he / she anticipates events
• Each person behaves like a scientist, formulating predictions, testing them and revising ways of thinking in the light of outcomes– Keyword - VALIDATION
Psychology & Change
Therefore if we want to change behaviour we must first know:
• How people ‘construe’ and differentiate things in their lives
• The language they use (content)• What is important (structure)• How thoughts are interlinked (process)• Know what are the barriers to change
Knowing about these properties before launching into campaign design means that we can use the right language, and create images and messages relevant to the audience.
A Construct
Example: Laid back Tense / alert
Preferred pole Non-preferred polePreferredpole is a personalchoice
2 contrastingpoles
Clustersof personalmeaning
Relaxed, Tolerant,not in a hurry
Arrive on timePunctual, Reliable
A Construct System
A Construct System
Core constructs
Values
Materialistic or concrete constructs
High importance(resist change)
Lowimportance(easy to changeif incidental)
Psychologicalconnections (preferredpoles only)
Cluster
Making a choice (1)
Reliable Unreliable
Preferred pole Non Preferred pole
Links to rest of Construct System
Making a choice (2)Construe the options
Reliable Unreliable
Preferred pole Non Preferred pole
Links to rest of Construct System
Will I go by car? OR by bus?
The final choice depends on which modebest matches your construct system,
i.e. the one you identify with
The role of Marketing is to help position our transport products on the
preferred ‘pole’ of relevant Constructs
Position the travel products
Managing Change
Overcoming resistance to change
• Lasting personal attitudinal and behaviour change is often most effective when campaigns and communications suggest attractive alternatives and reward the change
• SOLUTIONS TO PROBLEMS must offer• PERSONAL ADVANTAGE
Resistance to change
• Anxiety - No constructs to understand– How do I buy a ticket, how will I recognise my
destination / stop?• Fear - Awareness of incidental change
– being made to look stupid, buy the wrong ticket, get on the wrong train!
• Threat - Awareness of comprehensive change– Physical inadequacy, unable to climb steps of tram,
(eg. older trams in Krakow)• Guilt - Dislodgement
– always late, getting confused, lost
Four ‘emotional’ conditions that restrict ‘movement’ into the unknown
Try a new behaviour! Try RED
Core constructs
Values
Materialistic Behaviouralor concrete constructs
Psychologicalconnections (preferredpoles only)
New behaviourTry red instead ofgreen
Please do not damage my construct system!
Core constructs
Values
Materialistic Behaviouralor concrete constructs
Psychologicalconnections (preferredpoles only)
Att
ack!
When we tell peopleto change behaviourthey see it as a personalattack!
Anxiety – Worry!
Core constructs (no longer supported by behaviour)
Values
Materialistic Behaviouralor concrete constructs
H E L P! Loss of meaning
The psychologicalconsequences of aninvalidated behavioural‘experiment’
For example - The ageing process
Life is not what it used to be
The psychologicalconsequences ofphysiologicaldecline with age ordisability, or someenforced change,OR voluntary changethat goes wrong.
Eventually - Constriction!We naturally avoid such situations
In the face of lack ofvalidation peoples’outlook becomespsychologically ‘constricted’ and theyare unable toconstrue newpossibilities. They become depressed.But naturally weanticipate and avoidsuch situations.WE DO NOT CHANGE
An ‘empty’ life
• New job or changing mode• Fear of using PT• Use PT late for work• Get dismissed
However if the behaviour change is VALIDATEDNew psychological links are drawn
Core constructs
Values
Materialistic Behaviouralor concrete constructs
Psychologicalconnections (preferredpoles only)
New
va
lidat
ing
links
Summary
• If we want to change behaviour our communications must:– Demonstrate valid alternatives– That work!– Reassure– And make the person feel good for making the
change
Overnight Exercise• Please write 4 words or short statements that are important
for you and that you like to think best describe you, for example: (sorry but in English or French please)– I Love shopping– I Love scientific inventions– I am very sporting and I am a fanatic about Irish Gaelic Games– I am Caring
• Note these are not suggestions that would necessarily apply to you – just suggestions on what to write.
• Please write your answers on a piece of paper and hand to Giuliano on Wednesday morning. – DO NOT put your name or any identity on the paper
Results
0
2
4
6
8
10
12
Bright
hap
py out
goin
g soc
ial/ f
riend
sTra
vel
Inte
rest
in Spo
rt/ P
hysic
al acti
vity
Outdo
or
Enquir
ing m
ind /
inte
rest
in sc
ienc..
.
Family
orie
nted
Arts
Profe
ssion
al lik
e wor
k/ ha
rd w
orkin
g
Enviro
nmen
tal &
socia
l awar
enes
s
Shopp
ing /
mat
erial
istic
Homely
Freed
om
Securit
y
Previous ResultsRelative importance %
0102030405060708090
100
Friend
ly / o
pen
Bright
& ch
eerfu
l
Reliab
le
Punct
ual
Family
orie
nted
Young
at h
eart
Relaxe
d / m
ellow
Planne
r
Social
iser
Profe
ssio
nal
Active
/ ou
tdoo
r
Creat
ive
Spont
aneo
us
Like
to b
e lea
der
Stylish
1
Mat
erial
istic1
Like
to ta
ke ri
sks
Prefe
r sed
enta
ry in
tere
sts
Inte
reste
d in
art
& cult
ure
Seriou
s / in
telle
ctua
l
Conse
rvat
ive
Scient
ific
Relative importance %
Nature of the Audience, Propensity to change and
a Psychological change process
Stage Label Description
1 Awareness Awareness of environmental and transport problems / issues
2 Acceptance of responsibility Accepting that oneself is responsible for contributing to the problem
3 Perception or awareness of alternatives
Being aware of appropriate alternatives
4 Evaluation of options/alternatives
Qualitative perceptions of different modes and measures, quantified attitudinal
scales
5 Making a choice Past current and future intentions to investigate options and maybe change
behaviour
6 Experimental behaviour Past and current trials of alternatives, recent behaviour changes, definite
intentions to change
7 Habitual behaviour Current habitual behaviour
Stages of changeTapestry
Personal Change Cycle
Circumspection
Control Pre-emptionCPC Cycle
INPUTNew ideas
Elaborate the meaning
Anticipate theconsequences
Building newpsychologicalstructures
OUTPUTNew behavioursConstant re-tests
Lasting change always
needs a personal advantage
Campaign / communication intervention points
Circumspection
Control Pre-emptionCPC Cycle
INPUT: Information, EducationAction Learning, Campaigns,
OUTPUTSmarter choicesINPUT: Compulsion, coerced
or enforced behaviour
INPUT Education:Setting out optionsOUTPUT
New behavioursand attitudesConstant re-tests
Opportunity: Back up compulsionwith information, education and personal advantage
Integration with the stages of change
models
7. Habitual behaviourLong-term adoption of sustainable modes?
6. Experimental behaviourTrying out new travel choices?
5. Making a choiceReally intend to modify behaviour?
4. Evaluation of optionsIs there actually a viable alternative?
33.. PPeerrcceeppttiioonn ooff ooppttiioonnssPerception of sustainable modes?
2.Accepting responsibilityAccept personal / corporate responsibility?
1. Awareness of problemAware of the issue of traffic congestion?
C
C P
C
C P
C
C P
C
C P
C
C P
C
C P
Perhaps campaigns shouldbe about incrementalchange?
Which stage to influence?
Set objectives to address the source of theproblem NOT the symptom
Make sure you use the ‘language’ and vision of the world as seen by the audience
Implementing Change- Campaigns
The TAPESTRY Campaign Management Framework
• Objectives (political support)• Resources• The team (skills required)• A champion• Research (create a brand)• Identify target audience• Test concepts
– Customer ValueProposition)
• Implementation strategy• Appoint / hire a CHAMPION• Roll-out programme
Specific
Measureable
Achievable(Acceptable)
Realistic
Time related
Campaign Objectives and Target Audience(s)
• Target audiences?– PT users– Car users– Non-travellers
(housebound)– Mobility impaired– Young (boy racers)– Elderly
• Options– Raise awareness of transport
and environmental problems– Raise awareness of
sustainable options– Inform how to use– Demonstrate how (training)– Reward sustainable
behaviour
Different type of campaign according to audience and objectives
Campaigns
Partnerships
OperationalStrategic
Do work on the groundMay contribute money / resourcesWork under the campaign managerMay have a social intereste.g. Police, Cycling clubs, Schools, PT Operator
May contribute money / resourcesWork with the Campaign ManagerWill influence the campaignBeware of being taken over!e.g. Health & Safety organisations, schools
SponsorsNo interest in campaign
Provide money or resourcesWant their product displayed / distributed
e.g. Radio Stations, Cinema, Chocolate makers, Clothing manufacturers, Supermarkets, Spas
Campaign ManagerAllocate tasks and manage resources
Campaigns
Explicit Implicit
Logical Emotional Usually Aspirational
High level ofawarenessrequired
Informative Appeals to values:Caring,Loving,
Protecting
FreedomPower, Sex
Status
Rational
High ProductVisibility
May not belogical
Product isonly a part of thecommunication
Low levelof awareness
Product may not be present
Not logicalNot true??
Campaign Types – Which will be best for your purpose?
Campaigns
Explicit Implicit
Logical
Emotional
Aspirational
High ProductVisibility
Low Product visibility
High demand on audience time
Low demand on audience time
Message has to beseen and / or heard
No effort requiredmessage is 'absorbed'
True Fantasy
Technical Illusory
Campaigns Exercise1 2 3 4 5 6 7 8
Explicit Implicit
Logical
Emotional
Aspirational
High ProductVisibility
Low Product visibility
High demand on audience time
Low demand on audience time
Message has to beseen and / or heard
No effort requiredmessage is 'absorbed'
True Fantasy
Technical Illusory
Where does each of youradvertisements lie between1 to 8?
Who is it aimed at?
What is the main messagethat tries to get yourattention?
What is the purpose of theadvert?
Campaigns
• Research
Campaigns• Research process - Summary
Desk research Focus groups 1:1 interviews
Hall test
1st Concepts
On street survey
Test concepts with target audience
Draft campaign materials
Final Test (on-street or in hall)
Qualitative data
Items for questionnaires
Importance, attitudesbrand preferencesproduct positioning
Combining imagessloganstesting media
Final test for understanding and acceptance
Final editing – Campaign launch
and/or
Campaigns
• Implementation
Campaigns
• Implementation
• Briefing an Agency (Proforma handout)
• Media
• Message giver
• Time and duration
• Place
• Advantage - maximum exposure• Disadvantage - high cost and possible wear-out
Campaign & Media Timing
Time
Effect
Desired change
Effects of over-exposureWorn out messages & campaign
Campaign effort & cost
Campaigns can be placed in market place continuously
• Advantage - lower cost & no wear out - greater impact• Disadvantage - visibility may be low
Campaign & Media Timing
OR timing can be pulsed
Time
Effect
Desired change
Campaign effort & cost
BrandingPersonal and Mode Perceptions
Changing Attitudes TowardsChanging Attitudes Towards
Soap & WashingSoap & Washing!!
Soap in 1884!
Product characteristics• Grey• Unreliable• Drab paper wrapping• Hard to use• Didn’t last• Inconsistent
Branding (Lever Brothers)
The idea of branding emerged in late 19th century.
No mention of cleaning!
Practical Exercise
Role of the Brand in Communications
Filter
Values
Values
Values
Values
Values
Values
Audiences
Audiences
Audiences
Conversation
Psycho-social process
Brand definition
– Aim different products at different groups of people– Differences between the products may be negligible,
• individual names • packaging • promoted separately - appropriate to each target
audience
– Strength of the brand • powerful and emotional symbolism aimed at a specific
market
– Giving everyday products and services special characteristics through imaginative use of name, packaging and advertising.
Maintain Brand Consistency
The INTEGRA Brand
INTEGRA Branded brochures
Mandatory info on back page
Unusualcolourfuldesign
Bold use of colour withlogo placement
Says what it is
INTEGRA Branded brochures
Visualcommunicationof transportlines
Standard format
Detailed ‘how to’ info
Verbalcommunication
Visual impact - aspirational images
LaRochelle, Liverpool, Belfast, DublinWeb portal, Leaflets, Displays, Vehicles, Stops and stations4 Cities, 4 languages, 6 Transport operators
One Brand for travel information
Dublin Bus brand differentiation
The 'cheeky' IMP - here there and everywhere, local, friendly, frequent, nippy, Young, female
The CitySwift, a serious commuting alternative, modern, clean, fast, frequent - Men can use this!
O p e ra tin g a sC ity S w if t B ra n d
O p e ra tin g a sC ity S w if t B ra n d w ith fu ll Q u a lity B u sC o rr id o r in fra s tru c tu re a n dc u s to m e r in fo rm a tio n .
R o u te 4 6 - P a sse n g e r n u m b e r s p e r y e a r (M illio n s )
4
5
6
7
8
9
1 0
1 1
1 2
1 9 9 5 1 9 9 6 1 9 9 7 1 9 9 8 1 9 9 9 2 0 0 0 ( e s t ' d . )
Out with the old!
Match Communications with the Personality Aspirations of the Audience
• Images of success• Can-do messages• Freedom• In control of own mobility
Match Communications with the Personality Aspirations of the Audience
• Avoid ‘reality’ (example)– UK food company– Advertised product depicting a divorced
couple• Reality – ½ of people in middle southern England are
divorced
– Their son was shown having to choose which parent to be with
– His reward was dinner with the food product
• Result: Sales collapsed
NICE BUT RISKYNICE BUT RISKY
TRADITIONAL PTTRADITIONAL PT
THE PLACE TO BE!THE PLACE TO BE!WALK/CYCLEWALK/CYCLE
LOCAL RAILLOCAL RAIL
LOCAL BUSLOCAL BUS
EXPRESS TRAINEXPRESS TRAIN
CARCAR
Brand Map from Brand Map from previous researchprevious research
professional professional / credible/ credible
grumpygrumpy/miserable/miserable
brightbright
dulldull
femalefemale
livelylively
happyhappy
friendlyfriendly
youngyoung
activeactive
boringboring
passivepassiveoldold
in controlin control
Summary• Define your target audience• Be aware of the aspirations of your target
audience• Make sure that behavioural ‘experiments’ always
work• Make communications messages and images
positive (and achievable)– Freedom, control over own mobility– Open up the world of possibilities
• Create a bold and consistent brand• Avoid excessive reality (depictions of age and
disability)
The answer to the QuestionWhy are people honest?
Because you can only live your life through your own construct system.
If people are surprised by what you think and how you behave it is because they did not ask the right question, or listen (or look) with an open mind.
Your customers are honest people too!
Thank you for listening
John [email protected]
John PorterInteractions Ltd.Blackberry LaneDelgany, Co. [email protected]