SEGMENT

1. SEGMENT • SEGmented Marketing for ENergy efficient Transport IEE/09/250759-SEGMENT: 19-Apr-10 to 18-Apr-13

2. 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.

3. 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.

4. Objectives • A transferable “market segmentation” model • • Successful targeted marketing campaigns • • Building capacity in the city-partners

5. Outputs, Results, Achievements • 6 very different cities did 18 marketing campaigns; common elements (the target populations, the life-change 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

6. Partners • 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

7. Summary of target groups

8. SEGMENT Process & Timeline WP 2 (M1 – M6) WP 3 (M7 – M13) WP 3 (M31-35) WP 6 (M32-35) Define treated & target groups 21 Campaigns Evaluation Calculate baseline behaviour Calculate behaviour change Collect data from treated and untreated groups Collect data from treated and untreated groups Identify lifestage targets Design survey Identify and evaluate contextual data Identify attitudinal segments Collect contextual data Pilot survey (N=300) 8

9. Improve service Improve knowledge Improve attitudes Change Behaviour If only it were this simple …

10. 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

11. 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

12. What is segmentation and why is it important? “Not segmenting is like trying to play the piano with boxing gloves on”

13. 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.

14. 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

15. Car Complacents Die Hard Drivers Aspiring Environmentalists Malcontented Motorists Reluctant Riders Car Sceptics Car Aspirers Attitudinal Segmentation

16. Aspiring environmentalists New employees Die-hard drivers Malcontented motorists New residents New pupils Complacent car addicts New health patients Hybrid segmentation model Life-event Segments Attitudinal Segments

17. New employees New residents New pupils New health patients Hybrid segmentation model

18. SMARTER TRAVEL RICHMOND How did we segment our market? “Richmond Driver”

19. “Richmond Driver”:

20. Environmentally Aware “Rupert & Penelope” 20

21. How did we use it? To choose messages that resonate Personal benefits Specific products & services

22. How did we use it? To develop suitable initiatives Workplace initiatives

23. How did we use it? To choose media Local press Events Website

24. Thank you for your attention! Mark Frost Mark.Frost@hounslow.gov.uk