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 Porterjohn@interactions.ie

John PorterInteractions Ltd.Blackberry LaneDelgany, Co. Wicklow+353 87 236 1560john@interactions.ie

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 Porterjohn@interactions.ie

John PorterInteractions Ltd.Blackberry LaneDelgany, Co. Wicklowjohn@interactions.ie