Posts Tagged ‘Reading’
Prepaid gets people out of cars and onto buses
10 May 2011 | 
Author Prepaid and smart cards are contributing to the migration of passengers from the comfort of their cars and onto public transport buses. Well that appears to be the assertion.
The Go-Ahead Group has reported a 7.2 per cent rise in passengers using its deregulated bus services in the first quarter of 2011, hinting that motorists are saying “so long” to the car and “hello” to public transport.
Some of the reasons outlined for the increase in bus use include the introduction of smart card ticketing and successful marketing campaigns aimed at getting passengers to use alternative forms of transport.
via Are you ready to ditch the car? | ContractHireAndLeasing.com.
I think prepaid is bound to be a contributor. I now use a simplyBus card from Reading Buses and this does make local bus travel easier…as my Oyster card does in London.
But let’s keep our feet on the ground here; basic pricing, timetables, routes and availability of public transport play a huge role in the decisions of passengers. I also think the sky high fuel prices, today £1.42 for a litre of diesel is a major influencer.
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Posted in Marketing | 
Tags: bus services, buses, cars, ContractHireAndLeasing.com, fuel prices, local bus travel, London, Oyster card, passengers, prepaid, pricing, public transport, Reading, Reading Buses, routes, simplyBus, smart cards, The Go-Ahead Group, ticketing, timetables | 
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Beadle and Crome miss the boat
Beadle and Crome sale
Every year Beadle and Crome, the interiors business in the Oxford Road, Reading, send me a Christmas card. This of course has little to do with Christmas and their good wishes to me and my family (they don’t know us from Adam and we’ve never bought anything from them) but is more focussed on telling me about their January sale.
I was amused to receive their 2010 Christmas card today, 11 January 2011. Inside was the flyer (pictured) telling me the sale started 15 days ago. I guess the bargains have all gone now then.
Additionally they tell me that if I go back in time and place an order before 2 January 2011 I can get an extra 5% discount.
Direct mail, is it so difficult to get it right?
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Posted in Consumer marketing, UK retail marketing | Tags: Beadle and Crome, Christmas, Christmas card, direct mail, interiors business, January sale, Oxford Road, Reading | 2 Comments »
Trains delayed
You know how we all feel when a train is cancelled, or there are roadworks or other travel delays? Well here is a fine example of simple communication that helps the public understand the work that is going on.
With passenger numbers at Reading set to double by 2030, Network Rail are increasing the capacity of the railway, constructing a new track layout and building five new platforms at the station. The station will also benefit from two new entrances and a new passenger footbridge with step free access to platforms.
All I need now is a train with a seat to turn up! Not a lot to ask for the £40 return journey to London.
And here is the rather more boring DfT explanation:
At the time of writing only 331 people had watched the DfT video, above, since 25 October 2010. Compare this to the whopping 8,831 views since 6 January 2011 for the top video showing the work being carried out. What’s the message? Don’t give us politicians…show us what is going on.
Posted in Marketing | Tags: communication, DfT, London, Network Rail, railway, Reading, roadworks, train is cancelled, travel delays | No Comments »
Name and shame the door drop marketers
It’s about time I started fighting back! What is the point of having a ‘no junk mail, commercial leaflets or flyers please’ sticker on our front door if it is ignored? So, to make me feel happier about the junk mail I’ve decided to name and shame.
Today’s lucky entrant is Bracknell. Yes, Bracknell, that not so new town in Berkshire. An over-produced, 10pp full colour A5 gate-fold piece of junk mail was just shoved through my letterbox. The purpose of this campaign is to get me to travel ten miles to Bracknell to do my Christmas shopping when I live just one mile from Reading…I don’t think so.
I presume all retailers in Bracknell have paid for this, directly or indirectly. I do hope they think it is good value.
Extra reasons I won’t bother going there are nicely delivered in the leaflet: it is from the Bracknell Regeneration Partnership (I’ll bowl along when you’ve finished); Jamie Archer (who is he?) will be turning the lights on.
Variable Volvo service
I thought car customers were hard to get hold of these days. You wouldn’t believe it at Motorworld Volvo in Oxford. I asked to talk to someone about leasing a Volvo and I was told to phone some number in Chipping Norton. Now, as I had bothered to walk through the door and there was not another customer in sight it seemed a tad daft for them to lose contact with me.
And lose contact they did. Lancaster Reading, part of the Jardine Motors Group, were enormously hospitable. Dale Radford sorted out info and quotes. They stand a chance of getting the business. Easy really isn’t it?
So my tip #37 for surviving the credit crunch is: talk to your customers if they bother to come and see you … and don’t send them away to do your work!
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Posted in Marketing | Tags: car leasing, Credit crunch, customer service, Jardine Motors Group, Lancaster Reading, Oxford, Reading, Volvo | No Comments »
Marketing basketball
Reading Rockets
Reading Rockets have set a fine example to sports clubs with their recent marketing activity. Via local schools they distributed flyers for a home match that gave the pupils free tickets. Accompanying adults got a £1 discount against the full £7 regular tariff.
Basketball is a bit of a minority sport and I expect their budgets are pretty tight. This campaign gave them a free distribution route for their message.
The really clever bit though is this: if there had been the same offer in the local paper it would have been ignored by us. This mechanic delivered pester power, tickets and information in our hand and all delivered by a trusted third party.
Now, as they had empty seats there, all the extra visitors were incremental revenue.
And from a personal point of view the best thing of all was it was really good family fun. Unlike football matches the language was clean throughout. It was fast paced with music and commentary. And Reading Rockets won their 20th consecutive match against Bristol Academy Flyers.
Posted in Marketing | Tags: basketball, communication, Marketing, Reading, Reading Rockets, sport | No Comments »
Hospital fashions
Ladies Fashions - off the rails
This is a sign I saw at the Royal Berkshire Hospital: Today, ladies fashions, off the rails.
I bet that gets people queuing up with expectation. How many people want fashion items that are “off the rails”?
And the mixed message of the grumpy looking train that has come off the rails sets it all off wonderfully.
I guess the prospective customers have been warned.
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Posted in Marketing | Tags: fashion, impressions, Reading, Royal Berkshire Hospital, strap line | No Comments »