Summer 2010

In the upcoming issue of Trip Planner Magazine there will be an article I've written titled "Branding is more than Buses."  Here's a preview.

If I ask you to visualize Coca Cola’s brand what do you think about?  The scripty  logo?  The color red?  The can? The truck that delivers it? The vending machine?  Probably, all of the above. 

Because all of those are elements of Coca Cola’s visual brand.

There was a time in transit (not so long ago) when “branding” was interpreted to mean a system’s name, logo and possibly the color of stripe on the white bus.  In recent years, however, transit agencies have begun to realize the marketing potential of their rolling stock.  Many systems have gone from seeing the exterior of buses as simply space to be sold as a revenue source, to an opportunity for highly effective marketing of their own services.   After all, buses are a transit system’s “packaging.”  

Gradually, generic white buses with a modest stripe or two and an innocuous logo, have given way to distinctive colors and graphics that are eye catching and awareness building.   Today, transit agencies, have embraced vehicle graphics as a way to enhance transit’s image.  Many systems, like Mountain Line (Flagstaff, AZ) and Long Beach Transit (CA), are using distinctively branded buses to promote their eco-friendly vehicles.  Others are branding Express buses or Bus Rapid Transit vehicles to communicate the speed of these services.  Meanwhile diverse systems like LA Metro use distinctive colors to communicate the nature of specific services – Orange for Local, Red for Express and Silver for BRT – in an attractive, attention getting way.

But in the rush to have the “coolest” looking bus on the road, too many systems are forgetting another important element of a transit agency’s brand…the bus stop.  Like buses, bus stops are on the street 365 days a year and are seen by thousands of riders and non-riders every day.  Just like buses, bus stops can be a positive marketing tool – building awareness that transit is available in a corridor and sending a positive image message.  Or they can be invisible, forcing potential riders to search for where to catch the bus.  Or worse yet, they can be a negative asset, sending the message that transit is the transportation option of last resort.  (In a recent focus group, a non-rider said of bus riders: “I feel so bad for those poor people waiting in the weeds by the side of the road.”)

To be most effective branding needs to be applied consistently to all aspects of a transit system’s visual identity…its buses, bus stops, transit centers, passenger information tools -they are all part of the brand image we are seeking to build in the consumer’s mind.   Each element should reinforce the whole.

For bus stops, this generally involves two key elements – bus stop signage and shelters.  Both of these serve dual purposes…functional and image.  From a functional point of view a bus stop sign tells the potential riders where to wait and the shelter provides protection while he waits.  From an image point of view, the bus stop sign should tie in with the system’s brand (using logo, colors and elements consistent with the look of the vehicles).  Meanwhile the shelter can communicate that transit is a permanent part of the community’s infrastructure and that the transit agency cares about the comfort of its passengers.

Shelters may have to serve one or two other functions as well.  In image conscious communities, they need to fit in with the overall ambiance of the place.  In revenue hungry communities (and aren’t they all right now) shelters may need to be a source of advertising income.  But neither of these secondary requirements necessarily keep the bus stops from being branded as an integral part of the transit systems. 

In Flagstaff, Arizona, Mountain Line’s shelters are designed to be consistent with the earth tones and mountain architecture of the region.  However, they use a cut-out silhouette of the Mountain Line cat to make the structure distinctive and tie in with the Mountain Line in their logo and on their buses.

In Elk Grove, California, standard bus shelters are provided by Clear Channel, a national outdoor advertising firm.  However, Elk Grove worked with Clear Channel to have the shelters and bus stop furniture painted e-tran green to tie in with the system’s boldly branded buses.

So when you think about branding your system, think about the entire package, with each element reinforcing the message that transit is an attractive transportation option in your community. 

SIDENOTES FROM MARKET RESEARCH CONDUCTED BY TRANSIT MARKETING LLC

In a recent focus group, a non-rider said of bus riders: “I feel so bad for those poor people waiting in the weeds by the side of the road.”

In surveys of non-riders who are open to the idea of using transit, bus shelters are one of service enhancements most likely to encourage transit use.

Spring 2010

Here is a link to an article that I wrote for Trip Planner Magazine about how to develop a transit marketing plan.  It highlights some strategies we developed for Morongo Basin Transit Authority's intercity routes. 

http://issuu.com/tripplannermag/docs/amenities_2010

August 6, 2008

I recently taught a series of classes, sponsored by CalAct (California Association for Coordinated Transportation), on public speaking skills for public transit managers.  It was one of the most rewarding experiences I've ever had: to see how much a person can improve their communications skills in a single day; to see the incredible impact that a little skills training, a little practice and a lot of constructive feedback can have. 

I firmly believe that we, as transit managers and advocates, need to be "talking" more about public transit's benefits and role in this era of $5.00 gas.  And we need to be doing it will the skills that will make people want to listen.  In advance of my classes, I prepared a newsletter article for CalACT.  It has five valuable  tips for those of you who are speaking about transit...or anything else.

Five P's for Powerful Presentations

Public speaking is the ultimate low cost marketing tool for public transit managers.  Why you ask?

First, public speaking can be used to reach a wide variety of target audiences - senior citizens, students, business leaders, commuters to major worksites, your board members - any group that gathers can be the target of a presentation.  Hence, public speaking can be used to achieve many important objectives: educate the community, build ridership among key target groups or build support among decision makers and voters. 

Second, a personal presentation allows you to deliver a highly customized message - every speech can be geared to the needs and interests of the specific audience.  Plus, it has more credibility and impact than any other communication method.

And finally, it costs nothing to speak - just your time and effort!

Despite all these advantages, public speaking is underutilized by transit agencies of all sizes.  Again you ask, why?  Because transit managers are afraid to speak, or simply don't know how.   If you fall into one of these groups, keep reading.  This article will give you five practical tips that will help you overcome your fear and become an effective spokesperson for your agency.  

Here are the five Ps for Powerful Presentations.

The first P is Prepare.  Few people are talented enough to speak extemporaneously for more than a few minutes without babbling.  Begin at least a few days, or even weeks ahead of time to identify the points you want to make in your speech.  Then, organize those points into a logical arrangement such as a time sequence, a cause and effect relationship or, easiest of all, a numbered list - such as the Five P's of public speaking.  This is the body of your speech.  Next, you need to add a strong beginning that tells your audience what you're going to say and why they should listen.  Why is your speech relevant to them?  And finally, you'll need to add an ending that reemphasizes your main point and tells you audience what they should do about it.  You now have the outline for an effective speech.

The second P is use PowerPoint effectively.   Using PowerPoint as part of presentations is almost a given these days, and it can be an extremely effective tool.  It can provide an outline that allows you to speak without notes.  You can easily integrate charts, photographs and even video into your presentation.  And it can be quickly customized for each presentation.  However, if not used well, PowerPoint can detract from rather than enhance your speech.  So learn to use it appropriately.  Create a clear, consistent design for your slides; put only the minimum necessary information or graphics on each slide; and above all, do not use the PowerPoint as a script to read from…simply use it as an outline or visual aid to augment the speech which YOU deliver to the audience. 

The third P is get Personal.  Use examples from your own life or experiences that illustrate the points you are making.  A good story is worth hours of lecture.  For example, I could tell you about the impact that a personal presentation can have.  I could probably get on the Internet and find research that compares the memorability of a good verbal presentation to that of a written report.  Or, I could simply tell you about a trip I made on a Sun Tran bus the other day.  I got on, paid my fare and sat down.  A few blocks down the road, we stopped at a red light and the driver turned and signaled for me to come up front.  He said, "I know that I know you from somewhere.  Where is it?" I laughed and said, "Well, I did work for Sun Tran at one time." And he said, "I knew it.  You were the marketing director.  I can still see you up in the front of the room showing us the new ad campaign." He was remembering a presentation I gave...15 years ago.  Use stories to make your message personal and memorable.

The fourth P is Practice.  I can't emphasize this enough.  Like any skill, public speaking improves with practice.  And I don't just mean reviewing your notes in your head - that's not public speaking, that's reading.  Practice out loud.  Practice in front of a mirror so you can watch your facial expressions and gestures.  Practice on a tape recorder so you can listen to your pacing, evaluate your voice tone and listen for those deadly crutch words, the "ums"and "ahs"that muddy up your speech and reduce your impact.  And, best of all, practice with peers who will give you feedback.  Consider joining Toastmasters or taking a speech class at your local college.

The fifth and final P is speak with Presence.  Did you know that only 7% of in-person communication is the result of the words you say?   Fifty-five percent is facial expression and body language and 38% is voice tone.  You can say all the right words, but if you speak in a monotone, mumbling, and using crutch words, while you arms hang limply at your side or clutch the lectern for dear life, you are unlikely to communicate much at all.  However, if you say those same words in a clear, modulated voice, if you get rid of those crippling "ahs"and"ums,"and if you use gestures and expressions to mirror the meaning of your words, you will be using 100% of your communication ability instead of 7%.   When you practice, pay attention to every aspect of your speaking…not just to remembering what you want to say.

Reading this blog is unlikely to make you a better speaker by tomorrow.  But if you take these five P's and act on them - if you prepare, use PowerPoint effectively, get personal, practice and work on your speaking presence,  I can promise that before long you will be making effective presentations.    Then, the ultimate low cost marketing tool will be yours to use.

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