Knowing Your Market and Creating a Plan to Drive Success
Marketing, engagement, and communications strategies for shared micromobility systems should be customized for the community and riders that they serve. On December 10th, NABSA hosted an event where panelists discussed the importance of understanding their market, how customized plans can drive growth, and what equity elements to consider according to the particular goals of the system.
The presenters were:
- Ana Sylvia Castro Canavati, Head of Marketing – Grupo Expansión Mobility
- Cai de Ridder, Senior Planner, Bike Share Toronto – Toronto Parking Authority
- Liliana Lopez, General Manager, RTC Bike Share – Bicycle Transit Systems
- Jae Watkins, Marketing Manager – Lyft Urban Solutions
Here are some highlights from the event:
- Tailoring the content of campaigns to the market is a critical step to drive growth and connection.
- Promoting shared micromobility as part of daily life helps riders and potential riders connect with the system and see themselves as a part of it.
- In-person events help build relationships and personal connections with riders and the community.
- Collaborating with stakeholders and partners helps drive success and fine tune the marketing efforts.
- Community engagement is a key element of shared micromobility marketing strategies and helps systems meet the riders where they are.
- While ridership is a key metric to measure the success of a campaign, programs also consider relationship building, engagement, user retention, customer feedback, brand awareness and more as part of the measure.
Thank you to our panelists for a great discussion and for sharing their insights! Watch the full webinar recording below.
NABSA hosts member-only and public virtual events throughout the year. Find information about our upcoming and past events at nabsa.net/vitualevents.