PASSENGER TRAVEL NEWS.
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The Latest Doings and Developments in the Bus and Coach World.
BETTER PUBLICITY FOR THE COACH INDUSTRY.
Why the Owner Should Pay Greater Heed to the Question of Advertising. Means by Which Business Can Be Encouraged.
MWO of the most serious disadvan tages inherent to motor coaching are Its dependence on fine weather and its seasonal character. This year has already been favoured by spells of fine weather, and yet motor coaching has not generally come up to expectations. The seasonal nature of the industry is a factor attending many other activities in this changeable climate, but its effects are capable of being Met. Probably the biggest factor which has been overlooked by those engaged in the industry is the manner in which the appeal to the public to make use of the road motor has been presented.
This is the age of publicity but what use has the average motor coach proprietor made of this class of propaganda? The capital invested in the motor-coach industry of this country is a very large sum, but, proportionately with other industries, the amount spent upon publicity is a negligible one, and that in the case of an industry which is virtually dormant for several months of the year.
Newspaper advertising is carried out to some extent, but the small announcements of times of departures and fares,. to which most owners appear to confilie themselves, do not have the effect of securing new patrons. Newspaper advertising is not cheap, but much more could be done if owners in a particular area would combine and publish regularly an effective and telling advertisement pointing out the attractions of motor coaching. Preferably this announcement should be independent of owners' individual activities. The news column of the papers should not be neglected, and an appeal should be made to the editors to deal with motor coach trips in an attractive manner, proper facilities being given by the various coach owners to the staffs deputed to carry out the work.
For the most economical results to be obtained in the operation of coaches it
is necessary to secure a.full quota of passengers, especially in the case of the smaller coaches which are now so largely. used. In this connection it is advisable to give special attention to booking arrangements. A motor coach garage in a back street, or, perhaps, in a suburb of a popular resort, is not a suitable place for business to be undertaken where holiday-makers are to be catered for. Most business is now secured on the recognized motor coach stand, wherevehicles may ply for hire ; but this way of transacting business has the disadvantage that orders can only be secured. when the coach is on the stand.
The alternative arrangement, and certainly one that is"much more practical, is to engage a recognized booking office, where business can be done at any time.' Such an office not only serves as a place in which to book passengers, but also provides a constant reminder to passersby that coach services are available.
It is a great pity that the booking office is not more generally accepted as an essential part of motor coach organization. Probably the expenses are looked upon as a serious item, but the booking office, when properly organized, should bean adjunct which pays for itself by the business it brings in. An instance of the great value of such offices can be taken in the case of Harrogate, where the local authority prohibits vehicles from occupying the coach stand for long periods.
The larger concerns operating coaches in the town have private booking offices, but a number of the smaller owners has amalgamated to run one office. The offices are as near to the stand as possible, and all are certainly attractive. In some of these establishments photo Upon booking, passengers receive a ticket which gives the time the coach leaves, and all they have to do is to secure their seats in the vehicle at the appointed time. By this method the coaches are usually filled in less than a quarter of an hour.
This is in direct contrast with the touting and undignified scenes which are witnessed at many places when coaches are about to leave. It is certainly objectionable to many passengers to have to sit in a coach for an indefinite time while the driver uses all his eloquence and persistence with any and every passer-by in an endeavour to fill the vehicle. Passengers who have paid the recognised fare should not be subject to the indignity of being used as bait for other passengers.
Perhaps it might be argued that the expenses of motor coach undertakings are so high that it is impossible to meet any further charges, but if expenditure be likely to bring an increased revenue it is certainly justified, and well-directed expenditure in connection with publicity is not only profitable but necessary. This is particularly so in the case of the motor coach industry.