Travel Reference
In-Depth Information
Table 5.4 Key phases in a social marketing strategy
Phase 1
￿ Identifying the behaviour change target
￿ Identifying the main market segments
￿ Identifying key issues regarding attitudes/behaviours
￿ What trends/themes can be used
￿ Recruiting consumers within the selected market segments
Phase 2
￿ Development of co-creation workshops
￿ Key topics for discussion/operation within the workshops, namely
i. Green attitudes and behaviours
ii. Flying: attitudes/behaviours
iii. Rail travel: attitudes/behaviours
iv. The decision making process
v. Switching triggers/ideas
Phase 3
￿ Experimental marketing
￿ Developing and launching the social marketing interventions
Source : Authors and Uscreates
mapped onto the Defra sustainable behaviour segments (Defra 2006). Two of these segments had
positive attitudes towards sustainable behaviour: 'Positive Greens' (approximately 18 per cent of
the population) and 'Concerned Consumers' (14 per cent of the population). From further
market research analysis two key market segments were identifi ed: 'Generation Y' (Liberal
Opinions) and 'Empty Nesters' (Professional Rewards). These were to form the focus of
co-creation workshops which were undertaken in a second phase of the research ( Table 5.5 ).
The challenges to behaviour change are associated with the key motivations for fl ying,
including - it's quicker, cheaper, easier and more convenient than other alternatives in most cases.
It is also one of the last actions that many individuals are willing to reduce of all environmentally
friendly behaviours. However, social market strategies also seek to identify those positive ideas/
attitudes that exist to help change behaviour - in a way this can link with the notions of nudge
Table 5.5 Market segments identified in social marketing exercise
Group
Age range
Characteristics
½
25-early 30s
'Generation Y' - Young professionals engaging in environmental
behaviour but reluctant to give up regular travel, seeking new
experiences, individual income £40k, couple £80k+. ABC1
3
30-55 yrs
'Suburban families', married, unpretentious, engaged in environmental
behaviour, car dependent household, income £80k+. ABC1
4
Over 55 yrs
'Empty nesters', married, grey gappers, environmentally aware, no guilt
on environment - doing enough, income £80k+ (individual) ABC1
Source : Survey data collected in London (2012) for co-creation workshops
 
Search WWH ::




Custom Search