lusmen not getting the message across
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eiRKETING and the future were the main themes at the lively d informative Association of District Councils' transport inagers' meeting held at the Eastgate Hotel, Lincoln last !ek, reports NOEL MILLIER.
Entitled "Energy to Sell ban Buses", the mood for ! meeting was set by Dr wis Lesley of Liverpool lytechnic who criticised rrent marketing attempts publicity. He illustrated points with examples of ;men presenting badly their vices' strong points, which re access to social and culal facilities.
n an all action video preitation advertising execu e Chris Sharpe showed nagers just how other con-ner products were preited and demonstrated why ▪ opinion, transport could sold like soap.
)espite the idea of a nationcampaign to sell travel by no municipal symbol to Tete with CIBS's Milewise Owl or NBC's Hoppy the was suggested.
ritish Rail passenger sales lager D. Rayner then lined to the transport lagers British Rail's philoiy in its marketing cam;ns. Mr Rayner said BR ed at their loadings and i the total market. It asked should people use its sers, and why do they?
looked at specific markets dents, for example) and defined the size of the market and what it would be worth to BR. In this way it was able to increase passenger levels where it had spare capacity and could offer new markets attractive incentives to use its services.
David Smith of Cardiff City Transport described the Cardiff "Multiride" multijourney ticket system. He outlined its advantages which included faster bus boarding times, easier collection of revenue, and a more attractive service to the public. West Midlands PTE director general James Isaac described how the PTE collected data to identify its market and how it used data to help it get its message across to its political master.
The meeting included lively discussion and was characterised by the air of confidence with which the municipal general managers are facing the future. Despite uncertain finances, the loss of bus grant and doubts on Government ,policy towards public transport, with marketing the obvious .advantages of travel by bus should ensure a future for the bus and its municipal operators.