Transport
Working with an agency partner to promote an award winning campaign that seeks to encourage people to travel by bus.
07/01/2024
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Working with an agency partner to promote an award winning campaign that seeks to encourage people to travel by bus. For one Valentine’s Day campaign door drop activity was suggested to help reach a specific audience. (B,C1,C2,D aged 18 –42)
A key challenge for this job was the cannibalisation that had taken place within the area’s regional transport network. The purpose of the campaign was to drive traffic to the bus network, but not at the expense of the train network, owned by the same client. This meant that demographic location mapping had to consider train stations and focus more on potential customers along the existing bus routes.
Because the train stations had to be part of our equation, we could not conduct a traditional postcode sector level distribution plan. Instead, we made use of our SMART digital mapping software, creating bespoke delivery routes –some as small as 140 households.
These allowed us to target customers on a micro level, avoid train catchment areas, and reach customers most likely to benefit due to their proximity to the bus routes.
For this campaign, two different leaflets were delivered in separate areas. A significant number of free bus ticket vouchers were delivered in Sefton and redeemed during the validation period, which also resulted in an increase in paying bus passengers, as they were limited to one per household.
In other areas, branded leaflets were delivered via door-drop, including a Valentine’s Day campaign that resulted in significant awareness across the region, with door drops delivering the highest number of direct responses.
At Smart Distribution, we provide direct marketing solutions tailored to the unique needs of the transport sector. Through the strategic use of Direct Mail, Door Drop, and Partially Addressed Mail, we help transport businesses communicate effectively with their audience, increasing commuter numbers and promoting new routes or services.
Reaching the right audience is crucial for the transport sector. We use advanced SMART digital mapping technology to create custom mail delivery solutions by analysing specific demographic and geographic data. This approach allows us to target potential customers based on their proximity to transport routes, avoiding areas served by competing services such as local train stations. Our data-driven strategy ensures that your marketing efforts are focused on individuals most likely to use your services, improving the efficiency of campaigns.
Our services are designed to maximise the impact of your marketing campaigns, ensuring that your transport services reach the right people with the right message at the right time.
In a strategic campaign to boost bus commuter numbers without affecting a parallel train service, we implemented a targeted door drop campaign. Using our bespoke digital mapping, we avoided train catchment areas and focused on potential bus users, enhancing the campaign’s effectiveness. This involved distributing free bus ticket vouchers and themed leaflets, significantly increasing voucher redemptions and overall passenger numbers.
Working with an agency partner to promote an award winning campaign that seeks to encourage people to travel by bus.
Are you ready to enhance your transport services through targeted direct marketing? Contact Smart Distribution today, and let us help you achieve your goals with our customised solutions.