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Paper Details

CD ROM Successfully Marketing the Bus
Changing attitudes, influencing demand

Date Of Conference: 12/7/2023

CD ROM containing:
• Copies of all speaker presentations
• Audio of all speakers presentations and question and discussion sessions
• Speaker biographies and any additional papers they have supplied

Our society is continually changing, as are its attitudes towards brands and services. For a product or service to remain successful it has to evolve to stay relevant to its marketplace - ensuring cohesion between its brand values and those of its customer base.Despite new innovations in public transport and the marked tangible improvements in bus provision, the current marketing strategies for the bus industry often fail to keep up with these changes; and as such are failing to engage the market. How can the image of marketing and branding be improved within the industry to create an understanding of its power to generate competitive advantage and increase passenger numbers? Can lessons be learnt from other more traditionally profit orientated industries? Does the route lay in continued improvements to the infrastructure provided for the customer, or should increased focus be placed upon the ‘travel experience’, attempting to improve the waiting environment, customer security and route relevance for the public? It is possible that the gap between the public’s perception of, and the reality of, an improved experience is so great that a far-reaching marketing campaign is needed to create radical modal shift and transform these perceptions.

Robin Bennett, Deputy Editor, Transit

Chris Cheek, Director, TAS Partnership

Martin Hancock, Marketing and Development Director, Travel West Midlands

Rachel Lawes, Principal, Lawes Consulting

Matthew Bradley, Marketing Manager, Go Ahead

Ray Stenning, Design Director, Best Impressions

Allie Johns, Marketing Manager, Stagecoach Manchester

Jo North, Director of UK Sales & Chief of Staff, Commercial Division, FirstGroup

Paul London, Technology Manager, London Buses, Transport for London

James Bloor, Senior Public Transport Officer (Information), Nottingham City Council

Jerry Greatorex, Transport Officer, Oxford Brookes

Mike Parker, Director General, Nexus and pteg lead on Public Affairs, Marekting and Passenger Information

Format: CD ROM
Our Ref No: CO179
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