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

5 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

6 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)

7 Introduction Methods Results Conclusion

8 Effects of a dialogue marketing campaign on new citizens daily mobility Reyhaneh Farrokhikhiavi, M.A. Introduction Methods Results Conclusion Campaign and evaluation design

9 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

10 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

11 Introduction Methods Results Conclusion

12 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%

13 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

14 Effects of a dialogue marketing campaign on new citizens daily mobility Reyhaneh Farrokhikhiavi, M.A. Introduction Methods Results Conclusion Campaign – dialogue

15 Effects of a dialogue marketing campaign on new citizens daily mobility Reyhaneh Farrokhikhiavi, M.A. Introduction Methods Results Conclusion Campaign - dialogue

16 Effects of a dialogue marketing campaign on new citizens daily mobility Reyhaneh Farrokhikhiavi, M.A. Introduction Methods Results Conclusion Campaign - materials

17 Effects of a dialogue marketing campaign on new citizens daily mobility Reyhaneh Farrokhikhiavi, M.A. Introduction Methods Results Conclusion Campaign - materials

18 Effects of a dialogue marketing campaign on new citizens daily mobility Reyhaneh Farrokhikhiavi, M.A. Introduction Methods Results Conclusion Modal split after the intervention

19 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

20 Effects of a dialogue marketing campaign on new citizens daily mobility Reyhaneh Farrokhikhiavi, M.A. Introduction Methods Results Conclusion Recommendation of the marketing campaign

21 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

22 Introduction Methods Results Conclusion

23 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

24 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

25 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 ones individual stop

26 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

27 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

28 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 Farrokhikhiavi RWTH Aachen University ISB - Institute of Urban and Transport Planning Fon: Fax:

29 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.