tag:blogger.com,1999:blog-31590410062030925552024-03-08T11:32:56.909+00:00the mhd partnership blogThe public transport design and marketing blog. With news, views and features on design and marketing issues for UK bus, train, ferry, tram and airline operators.Rolshttp://www.blogger.com/profile/00673258057010215926noreply@blogger.comBlogger86125tag:blogger.com,1999:blog-3159041006203092555.post-47903135692815320302024-02-08T12:59:00.001+00:002024-02-08T12:59:29.770+00:00we need to understand the importance of first impressions a lot more<p><b>You've remortgaged your house and have £50k to spend on a loft conversion - it's a massive investment for you and things need to be right first time.</b></p><p>You get plans drawn up and invite two local builders to quote for the work.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKOdYFK9pEm4jd4Gauee3ruHmLlZQ1csb8d_iUyNWMKUUHqbS7HsbsgZkzSXKIXlQfTOsg4X2z4ZmwtmXR-vfZIgkqjDOo-C3SsnMx_nkUlv03rtTKU3ntmwlpMaiw_j_bhYq8_RglU7HGgtgJJw5zDna0tUnjOXPR7xupJJUnTEry-fRImzdmnTdOBSk/s3873/AdobeStock_207612712.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3873" data-original-width="3873" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKOdYFK9pEm4jd4Gauee3ruHmLlZQ1csb8d_iUyNWMKUUHqbS7HsbsgZkzSXKIXlQfTOsg4X2z4ZmwtmXR-vfZIgkqjDOo-C3SsnMx_nkUlv03rtTKU3ntmwlpMaiw_j_bhYq8_RglU7HGgtgJJw5zDna0tUnjOXPR7xupJJUnTEry-fRImzdmnTdOBSk/s320/AdobeStock_207612712.jpeg" width="320" /></a></div><p>The first arrives on time in a smartly branded van, dressed in a company-branded polo shirt. He leaves his shoes at the door when invited inside. After discussing the work in question, he politely listens to your concerns, offering the contact details of satisfied customers as reassurance.</p><p>His quote arrives within the agreed timeframe, again well-branded and professionally written. Each element of the £50k figure is detailed.</p><p>The second builder arrives the day after. His van is battered, with the sign writing all faded. He's got a scruffy old beanie on and asks if taking his shoes off is necessary. He obviously has loads of experience but talks more than he listens. Grumpy is an understatement.</p><p>His quote finally arrives after you've emailed twice to chase for it. His quote simply says, 'To convert your loft - all in £40k'.</p><p>Even though the job will cost everything you've borrowed, you go with the first builder without hesitation. He created a great first impression, everything about him puts your mind at ease and you just know he will deliver.</p><p>What's the moral of the story? </p><p>First impressions can often overcome money concerns and are really, really important.</p><p>Everyone involved with delivering bus travel needs to understand that a lot more.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-65906140148272704582024-01-26T10:20:00.001+00:002024-01-26T10:20:31.412+00:00more operators should join forces to advertise bus travel<b>When you boil down to the basics of public transport, all operators are providing a solution to a problem.</b><br /><br />The problem faced by the customer is getting from A to B in the easiest/cheapest/most suitable/most convenient way possible. <div><br /></div><div>That may be by car, walking, or any other means and it's the job of public transport to throw bus and train travel into that mix of considerations.</div><div><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAISvcjL8DIy_NqHBG_x-oGUWosqxqSS8QB6vNqqTwCdihB2mWlH_UOBGpVoPtfC_S2Othv3CfRvN_LpNcjtuZA-xJnOdjvYQlAYLu7qyx6i9Q0BD_myI4YIpMMWgYrIpxdm_IFDGAsw3hKfxNk81DTPO6KU6juRnyhfMtB7dllR8wSH_30KO5XmAyBh0/s5482/AdobeStock_151325794.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="2736" data-original-width="5482" height="160" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAISvcjL8DIy_NqHBG_x-oGUWosqxqSS8QB6vNqqTwCdihB2mWlH_UOBGpVoPtfC_S2Othv3CfRvN_LpNcjtuZA-xJnOdjvYQlAYLu7qyx6i9Q0BD_myI4YIpMMWgYrIpxdm_IFDGAsw3hKfxNk81DTPO6KU6juRnyhfMtB7dllR8wSH_30KO5XmAyBh0/s320/AdobeStock_151325794.jpeg" width="320" /></a></div><div><div>And if bus travel is advertised consistently, with the right messages, aimed at the right people then that consideration may start to bear fruit. No guarantee, but you'd definitely increase the odds over a decent period.</div><div><br /></div><div>However, consistency is key. </div><div><br /></div><div>Two same-city operators advertising with emphasis on different things might be the right thing for them individually but it's not necessarily the right thing for the product per se. In an ideal world, they'd be talking about the same things at the same time - so potential customers are getting sold bus travel as a solution.<br /></div></div><div><br /></div><div>Most bus passengers in the UK have no choice of bus company so what's the point in two same-city operators (who don't actually compete for the same customer) giving out different messages?</div><div><br /></div><div>And this is where advertising the benefits of bus travel without operator influence makes sense. Why not join forces, pool your budgets, and start selling bus travel per se?</div><div><br /></div><div>By all means, pay lip service to your brands with some small logos but ditch the fonts/colours/brand personality in favour of something you both offer (the product) and do a full-on integrated campaign. No website, nothing overly specific just a 'Get the bus in xxxxx, it's great!' type thing.</div><div><br /></div><div>Billboards, 6 sheets, radio, press - whatever you can get your hands on and get that single, consistent message out there. </div><div><br /></div><div>Both operators would benefit from growing the market, so what have they got to lose?</div>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-38113537780245218462024-01-23T12:14:00.001+00:002024-01-23T12:14:32.206+00:00would you choose a single great ad or ten crap ones?<p><b>One key principle of an advertising campaign is to get across the benefits of your product in as many mediums as possible all within your budget - purists call it integrated.</b></p><p>But which would you go for if you could choose a single well-designed, well-targeted ad or ten poorly designed, poorly targeted ads (total media and design cost of the two options is identical)? </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYDX_WFSBE4Ln66RG6xaw_WPH402axbjZ7ETDp3HtoJKXFtUVKSZ9pq_fMDqDfHnYN2ZejYhcieXviO4WhGd1CUjvM0lVickp1j93OMQlp_Gk2gx4MMMQbtQdCqQv0gGbgXXsPBWoRs9_I_lpchBgYWmYtNRpo-wXmcBOoTRc9IkboUXPZepOWhsZI5qs/s6016/AdobeStock_578984657.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="4016" data-original-width="6016" height="214" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYDX_WFSBE4Ln66RG6xaw_WPH402axbjZ7ETDp3HtoJKXFtUVKSZ9pq_fMDqDfHnYN2ZejYhcieXviO4WhGd1CUjvM0lVickp1j93OMQlp_Gk2gx4MMMQbtQdCqQv0gGbgXXsPBWoRs9_I_lpchBgYWmYtNRpo-wXmcBOoTRc9IkboUXPZepOWhsZI5qs/s320/AdobeStock_578984657.jpeg" width="320" /></a></div><p>You're a public transport marketing manager tasked with raising awareness of your brand and selling particular tickets to a particular market at a particular time. You have to report back to your commercial director and justify what you've spent, where you've spent it, and why you've spent it.</p><p>It's all down to you, and even if you've got a team, you're in charge of its direction.</p><p>So, what are you thinking? </p><p>The majority of people will go for the numbers. Whilst design quality is subjective, it's difficult to argue with a x10 exposure for the same money.</p><p>And that's where digital advertising is heading in comparison to Out of Home. Ads that are cheap to produce (often to a template) and cost-effective to reach thousands of eyeballs (hopefully human ones). </p><p>Are they any good? Are people looking at them? Are they achieving results? Who cares when you've got figures to say a bazillion people have seen it for half a second.</p><p>And when it's difficult to prove the effectiveness of anything in advertising, you might as well stick to talking about large numbers to prove your point and justify your decisions.</p><p><br /></p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-9973894332391227232024-01-09T11:20:00.003+00:002024-01-23T10:21:24.615+00:00if your livery is so influential, why does it take so long to change one?<p><b>One major part of rebranding a bus company is changing the livery accordingly.</b></p><p>Yes, you've got all the boring stuff like the initial identity work followed the website, app, signage, and uniforms but what people who follow the industry really wax lyrical about is the livery.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivsnyCc5IEPiRmuDi-Jr_9YYIONzTKRPd8oJibMS3Mr56vDLX_RjH0LokJuh31cEiGf7UB0suq_yqImZ5hiBRXCk68IBzXKJsghSxRGcd1QGCBoJBBPiQcxELJh9HXW6nz9BlBcaMvgL8mfj7UwUxBWFSteu2l2SVgpgyt9Bh1b2GXDsTQ-xkf9unib5s/s6616/AdobeStock_254343661.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="4411" data-original-width="6616" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivsnyCc5IEPiRmuDi-Jr_9YYIONzTKRPd8oJibMS3Mr56vDLX_RjH0LokJuh31cEiGf7UB0suq_yqImZ5hiBRXCk68IBzXKJsghSxRGcd1QGCBoJBBPiQcxELJh9HXW6nz9BlBcaMvgL8mfj7UwUxBWFSteu2l2SVgpgyt9Bh1b2GXDsTQ-xkf9unib5s/s320/AdobeStock_254343661.jpeg" width="320" /></a></div><p>As it's the product packaging seen all day, every day by customers and non-customers that enthusiasm is understandable. But unfortunately, it's the one medium within a bus rebranding exercise that lets it down the most. </p><p>The big groups have 1000s of buses scattered all over the country, and to take each out of service, strip it, paint and vinyl takes money and time. Lots and lots of time. </p><p>In fact, it takes so much time, that some livery rebrands have yet to be fully executed four years after the first article appeared in the trade press. </p><p>Is it acceptable that buses are trundling along in a battered old livery long after their owner announced to much fanfare that they had rebranded?</p><p>The answer is no. </p><p>If you can't do the hard bit (livery) within a decent timeframe don't do the easy bit (website, app, signage, and uniforms) and still expect the plaudits.</p><p><br /></p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-4045783274420909802024-01-03T11:23:00.000+00:002024-01-03T11:23:32.104+00:00was she that hard to spot?<p><b>Over Xmas, I took off for some fresh air and went on a lengthy walk. </b></p><p>I saw people sitting on buses, people waiting at bus stops, and people walking to bus stops. All engaging with public transport in some form.</p><p>I also saw one girl (who had walked from the local chiropractors) seemingly ignored by public transport, or more specifically, ignored by a bus driver.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2YJyY6YqYm1r4yaOEl80SordV_L0GQqoPYfraAMjIW96MUlZ74PmwhiX-305_URJiiTK90EVH5X7DAZ7o1R7tUJZN-LIAvkDXKHZBsH23UcPqqwbBXKJ_WveBaPPo1AcFmT370MSh3xDCIfNsjjvmyvPD_JgI_bnst42IUQ5d90P3RvCbjcnvdt8puE4/s5123/AdobeStock_661476592.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="2928" data-original-width="5123" height="183" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2YJyY6YqYm1r4yaOEl80SordV_L0GQqoPYfraAMjIW96MUlZ74PmwhiX-305_URJiiTK90EVH5X7DAZ7o1R7tUJZN-LIAvkDXKHZBsH23UcPqqwbBXKJ_WveBaPPo1AcFmT370MSh3xDCIfNsjjvmyvPD_JgI_bnst42IUQ5d90P3RvCbjcnvdt8puE4/s320/AdobeStock_661476592.jpeg" width="320" /></a></div><p>She was waiting to cross a busy road to get to a bus stop, but the traffic was being rather unkind. She continued to be patient, looking for her opportunity as the bus appeared around the corner and pulled into the stop. </p><p>One person got off, and no one got on. Chiropractor girl could see everything unfolding and starts waving frantically to get the driver's attention. She would be hard to ignore.</p><p>But just as she manages to start crossing the road, that's exactly what the driver appeared to do. Mirror, signal, manoeuvre, and he was off.</p><p>The frustration on her face was obvious as she slumped into the shelter and let out a scream. A middle finger aimed squarely at the driver quickly followed.</p><p>Her opinion of public transport dropped percentage points in an instant.</p><p>No one expects bus drivers to be perfect, but a little more empathy wouldn't go amiss.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-19067605813293486302023-11-28T11:07:00.001+00:002023-11-28T11:07:59.928+00:00if public transport is going to truly compete with the car it needs to get real simple, real quick<p><b>I think it's fair to say that many people in this country find public transport less than simple.</b></p><p>Inner zones, outer zones, plus this, extra that, day rider, group roamers, tap on/off, tap and cap, route numbers, route names - you get the general gist - public transport seems to be very good at finding ways to confuse a customer.</p><p>By contrast, the car appears to be the epitome of ease. </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8zgrkUnSZWOw0lJhqu-mRZu-M1qc7-rSgrjDWdOocwp9bNcFuyd9aSj6fnGjMMPggrBVfDBk32UY1lW3sTSJldcS9iMCxeaYZwexzDTIhgpb1mnY3rE14-s_MLfq4E9Wrf78VLOpJ2SzE9D1YNZ_hZgspXWj0kW95CF3e6FUx8TQ1YTg9RLE-y0Oca04/s6000/AdobeStock_231533132.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="4000" data-original-width="6000" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8zgrkUnSZWOw0lJhqu-mRZu-M1qc7-rSgrjDWdOocwp9bNcFuyd9aSj6fnGjMMPggrBVfDBk32UY1lW3sTSJldcS9iMCxeaYZwexzDTIhgpb1mnY3rE14-s_MLfq4E9Wrf78VLOpJ2SzE9D1YNZ_hZgspXWj0kW95CF3e6FUx8TQ1YTg9RLE-y0Oca04/s320/AdobeStock_231533132.jpeg" width="320" /></a></div><p>Once you've ignored the counterarguments that you must buy it, learn how to drive it, have somewhere to park it, tax/insure it, and pay to keep it roadworthy... jumping in and turning the key whenever you want is damn simple.</p><p>So simple, you ignore the obvious obstacles.</p><p>Whether we like it or not buses and trains must compete with this simplicity across the board - from apps and website navigation through to pricing structure and frequency.</p><p>But do they?</p><p>Ask a mate how they would get from point A to point B in their car. Even if most wouldn't have a clue, a sat nav/phone will eagerly help them. Turn that key and get spoon-fed door-to-door instructions. It couldn't be simpler.</p><p>Now ask them to from point A to point B using public transport. Even if A and B were in the same city, how many would even know where to start? What to search, whose website to look on, what ticket to buy etc. And if they did, do you think they would find the whole process a simple, straightforward one?</p><p>I think we all know the answer to that.</p><p>To compete at any level, the industry needs to keep things simple rather than make things complicated - but there's a long way to go.</p><p><br /></p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-62739716636722563422023-11-02T15:07:00.005+00:002023-12-20T14:50:10.880+00:00a big budget spent well (unsurprisingly) increases your chances of success <p><b></b></p><div class="separator" style="clear: both; text-align: center;"><b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFlcmE6rc841izo_kUTJD2u3pJIoJe55qP9cAyDeEBBQF3FRlmNCiAAbffvVCDU2vnHMIRYzqdLi1EJtnmtZPZOgFH-M48mjkwrWn4ZOLyY33D69BOD_Sf187KDlUGBvYKPHY3JOca-bqFSfWtXU1R62IQMBJ_kjjaag3RrD-RllECeZ5YIyt-FYulXvU/s5047/AdobeStock_467884986.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="2972" data-original-width="5047" height="188" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFlcmE6rc841izo_kUTJD2u3pJIoJe55qP9cAyDeEBBQF3FRlmNCiAAbffvVCDU2vnHMIRYzqdLi1EJtnmtZPZOgFH-M48mjkwrWn4ZOLyY33D69BOD_Sf187KDlUGBvYKPHY3JOca-bqFSfWtXU1R62IQMBJ_kjjaag3RrD-RllECeZ5YIyt-FYulXvU/s320/AdobeStock_467884986.jpeg" width="320" /></a></b></div><b>The front page of this week's Passenger Transport carries a story about passenger growth, increased revenue, and improved punctuality on the new, franchised Bee Network in Greater Manchester.</b><p></p><p>They led with the headline 'Bee Network journeys rose 8% in the first month', and as that obviously leads to more revenue, should be applauded.</p><p>So, putting two and two together, you'd think franchising alone delivers a solid, effective return on investment, right?</p><p>I suspect that's not entirely true.</p><p>The reality is that spending bucket loads of cash (as TfGM has been doing in the previous months) telling people about their bus service, how frequent it is, how much it is, where it goes, and what it looks like... delivers results.</p><p>Let's call it a mid-weight ad campaign.</p><p>Any new brand needs serious investment, and having both a long-term plan to raise awareness of it and working alongside short-term ticket/route promotions is the way every company offering public transport should be thinking (but not many do).</p><p>A big budget misspent is unlikely to yield results, but a big budget spent well will certainly increase those chances - whether your bus services are franchised or not.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-8575446144221575582023-10-16T13:31:00.005+01:002023-12-20T14:48:57.752+00:00our big problem with 48 sheets<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXhKGrVFiumuO4_r6w1tH4l099Vjyfc2Zk-puK_Y1kTEEHQrUZ1bNIW6Qo3llDaLDc7r9QUyQ23k1b3EO3V58ylmcQBEWzm7k9F_RRv61oUKCZmW_rAhELz79U0SWicrBuXi9TJIvWDR9edMgpFUJVrfWgm3ntCsxjZ2GeOybUxFeDlFudL04WEOJNxoU/s5343/AdobeStock_650280510.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3562" data-original-width="5343" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXhKGrVFiumuO4_r6w1tH4l099Vjyfc2Zk-puK_Y1kTEEHQrUZ1bNIW6Qo3llDaLDc7r9QUyQ23k1b3EO3V58ylmcQBEWzm7k9F_RRv61oUKCZmW_rAhELz79U0SWicrBuXi9TJIvWDR9edMgpFUJVrfWgm3ntCsxjZ2GeOybUxFeDlFudL04WEOJNxoU/s320/AdobeStock_650280510.jpeg" width="320" /></a></div><b>On the way to work last week, I noticed a 48 sheet for a bus company - nothing unusual about that, it must be said.</b><p></p><p>There's nothing unusual about 48 sheets per se, but in the grand scheme of things, they're a relatively rare medium for bus companies to include in their media plan. Guess they come way down the list after every digital platform known to man, but they can be highly effective for the right campaign.</p><p>The best 48 sheets are designed with a moving target in mind. </p><p>Instantly recognisable as being from the brand they're representing, with a single, memorable message. The worst 48 sheets have been over-designed and over-complicated to fill the large space on offer.</p><p>One approach works so much better than the other for obvious reasons.</p><p>So, what about the 48 sheet I saw on the way to work? </p><p>It was too busy and too complicated (although granted, recognisable as coming from the brand). It would have been so much more effective to strip back 75% of the information on it and simplify the design.</p><p>'We want drivers. We pay x per hour. Here's where you find out more/apply'.</p><p>No need for anything else. Keep it simple, keep it memorable, keep it effective.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-64808684931552968562023-10-05T13:45:00.003+01:002023-11-17T12:01:41.498+00:00the simple reason my mate didn't spend £2 on his single bus fare<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipuR6XwTp0EI5Sl1-I4QhHyqX0wdCsO7MVX5guqtVfZVMslmCOUasaIF4jQvyS4_t8clnvYURS8s5FyHC29Xac1S5DMRxFwgJVI-UW6JKwZ4S9oGxWdg2Da3EMGQe8PqXBM-w_4AiAlOhUkWmtsDVQIE9BLwlmc7xVFa9lWbHsaWOHC3jiMU5pJWZfEdM/s5184/AdobeStock_247024153.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3456" data-original-width="5184" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipuR6XwTp0EI5Sl1-I4QhHyqX0wdCsO7MVX5guqtVfZVMslmCOUasaIF4jQvyS4_t8clnvYURS8s5FyHC29Xac1S5DMRxFwgJVI-UW6JKwZ4S9oGxWdg2Da3EMGQe8PqXBM-w_4AiAlOhUkWmtsDVQIE9BLwlmc7xVFa9lWbHsaWOHC3jiMU5pJWZfEdM/s320/AdobeStock_247024153.jpeg" width="320" /></a></div><b>A few weeks ago, a few friends and I met at a local pub to sit in the sun and put the world to rights over a few beers.</b><p></p><p>Transport-wise, two walked, one drove, and one got the bus. Now, the lad who got the bus rarely gets it, so I was impressed. </p><p>As the service from his house to the pub was direct, I assumed he was lured in by the £2 single fare as a trade-off for having a drink. </p><p>Turns out he wasn't and had, in fact, spent over £6 on a day rider, bought from the driver, and had no idea the £2 single fare even existed. </p><p>And you must ask yourself, why would he?</p><p>If there is an ongoing nationwide campaign to promote it, perhaps using old-school methods like TV, radio, ambient, and prominent outdoor sites - he must have missed it.</p><p>He's over 50 and not on Facebook, Tik Tok or Instagram. He is just a normal bloke, doing normal things in a normal town, yet had zero idea a single bus journey would have only cost him £2 for the last nine months.</p><p>I doubt he's the only one either.</p><p>To add insult to injury, he managed to bag a lift home with the driver, rendering his dayrider even less value for money!</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-74492562242376231882023-09-29T13:49:00.001+01:002023-11-17T11:52:53.479+00:00where do timetables sit in the bus buying cycle?<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsApvE-o1iDhx9sI9sahPcge2J0MW-8QM-HMRNwiYImm9S4MXaaTe8UO8AeWCHzWugr3OBvsteVeZtyfuaW7VsGqyYOlKp3qDQ9VClQZIsN-57K1e2QITCLEvU058yJ3VSLmFVFNOxo3leCjapQb2iLDtDMFQ6cITSszKdrd0_Tnl9hsKvTMVxx5n2rXM/s5376/AdobeStock_624572480.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3584" data-original-width="5376" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsApvE-o1iDhx9sI9sahPcge2J0MW-8QM-HMRNwiYImm9S4MXaaTe8UO8AeWCHzWugr3OBvsteVeZtyfuaW7VsGqyYOlKp3qDQ9VClQZIsN-57K1e2QITCLEvU058yJ3VSLmFVFNOxo3leCjapQb2iLDtDMFQ6cITSszKdrd0_Tnl9hsKvTMVxx5n2rXM/s320/AdobeStock_624572480.jpeg" width="320" /></a></div><b>I'm still guessing just how much has been spent on the launch of Greater Manchester's Bee Network, but it's obviously a fair few quid.</b><p></p><p>A lot of people have put in a lot of effort over a long period, raising awareness of the new name, what it's going to offer, and what colour to look out for.</p><p>I've seen plenty of advertising, read about the heritage of the name/identity and listened to opinions on the livery. </p><p>I've also seen the timetables - which, by comparison, look like they've been knocked up on Word.</p><p>Now, there's a debate to be had about the role timetables play in the buying cycle of bus travel. I sway on the side of the 'by the time you need information from a timetable, you've already decided to travel by bus anyway' camp. </p><p>This doesn't mean the timetables shouldn't be well designed and look the part, but the argument that investment in other areas (of making bus travel attractive) could yield better results is a strong one. Most of a timetable's content is purely functional - there to fulfil a need - instead of generating an emotive response or revenue.</p><p>Should the Bee Network's timetable be yellow? To join the branding dots, yes. Should they look better? Ideally, yes. </p><p>Is the way they look going to affect someone's decision whether to get the bus or not? I somehow doubt it.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-26405911395081980082023-09-28T10:43:00.000+01:002023-09-28T10:43:22.359+01:00let's hope the public sector is better at running buses than it is at maintaining bus stops<p><b>A few months ago we wrote a blog post on the silver bus bullet - aka franchising - which you can read <a href="https://blog.mhdpartnership.co.uk/2023/06/will-f-word-come-up-smelling-of-roses.html" target="_blank">here</a>. </b></p><p>And 18 months ago we wrote another blog post this time about how bus stops influence the perception of bus travel just as much as liveries - and you can read that one <a href="https://blog.mhdpartnership.co.uk/2022/04/bus-stops-influence-just-as-much-as-bus.html" target="_blank">here</a>.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6YuWKAhR4QcNutuCfSW-Ebe3lzpcJuz6v9Jo0wUuxe7Qrhs84zIhYqQz1Z2lIsi-Afngk72FeQuuCxz8lDA0a2um3piEG8qnXNZoJH-PCs9cloFVeg-pWVvLYLV3rH00KlTYcTDfySURdPdxZoSGGOToT5H5INnLuKEfCvhdtd9mhj6vuUF-I81mHwAY/s3456/AdobeStock_538219169.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="2298" data-original-width="3456" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6YuWKAhR4QcNutuCfSW-Ebe3lzpcJuz6v9Jo0wUuxe7Qrhs84zIhYqQz1Z2lIsi-Afngk72FeQuuCxz8lDA0a2um3piEG8qnXNZoJH-PCs9cloFVeg-pWVvLYLV3rH00KlTYcTDfySURdPdxZoSGGOToT5H5INnLuKEfCvhdtd9mhj6vuUF-I81mHwAY/s320/AdobeStock_538219169.jpeg" width="320" /></a></div><p>Considering the recently launched Bee Network in Greater Manchester, let's put the two together.</p><p>Franchising puts the public sector in charge and in control of nearly everything bar driving the buses and cleaning them (a tad over-simplistic but you get my point). Responsibility for the network's success lies in their hands.</p><p>But there is also an area of most local bus networks where they have held responsibility for a long time - and as the second blog post discusses they have not proven to be particularly competent.</p><p>For the sake of those up north with their shiny new buses, let's hope the public sector is better at running buses than it is at maintaining bus stops.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-32851316808216917222023-09-13T11:46:00.002+01:002023-11-17T11:44:35.403+00:00is stating the salary too much to ask of a job ad?<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3lY1xYYfm3HOVFRVYQ2-1ow5oVgVoRkLAAjboXKxrAMO6lFykPds3ztTVvxWXyJjimUTEgh9rGJ-QSFyVQh6LSYfIUEkPfX1lwR7w0tLe5qf_Jiwp0WBrlNYXgdngVuxaWZFK8V3qqaUQ-Z41VEQX4NlqFyEXyR65BM7h-HZmXhmQKArZh9m_aQuu78Q/s5376/AdobeStock_602535924.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3584" data-original-width="5376" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3lY1xYYfm3HOVFRVYQ2-1ow5oVgVoRkLAAjboXKxrAMO6lFykPds3ztTVvxWXyJjimUTEgh9rGJ-QSFyVQh6LSYfIUEkPfX1lwR7w0tLe5qf_Jiwp0WBrlNYXgdngVuxaWZFK8V3qqaUQ-Z41VEQX4NlqFyEXyR65BM7h-HZmXhmQKArZh9m_aQuu78Q/s320/AdobeStock_602535924.jpeg" width="320" /></a></div>I've just seen a recruitment ad by a major bus company - obviously nothing unusual about that. <p></p><p>For obvious reasons, most recruitment done by bus companies of late is for drivers. Nearly every campaign in the last few years has had one prominent message to encourage applications - the salary/hourly rate.</p><p>To most people, that's an important carrot as to whether a potential job has enough appeal for them to apply. Applying for a new job is a big step. It takes time, and it takes effort. </p><p>You want to give yourself every chance of success, but you also need to know success will have a salary you believe is equal to what you're bringing to the table. Hopefully, it's more than you currently earn, too.</p><p>But this recruitment ad wasn't for a driver and didn't state a salary or even a salary range. </p><p>Hours - check. </p><p>Specification - check. </p><p>Tasks - check. </p><p>Big fat apply button - check. </p><p>Salary (you know, to help pay the bills) - Nothing.</p><p>It did, however, state that the salary was 'competitive'. </p><p>Competitive only really has context if you know what the people applying currently earn. So, if the new job in question has a salary of £30k and you know those interested earn £28-32k then yes, you could have confidence your hidden salary is in the ballpark once it's revealed.</p><p>But you don't. You can't. And you never will.</p><p>So rather than ask people to jump through hoops when they don't know if the effort is worth it, just put the salary on your job ads. </p><p>It's really not much to ask.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-90078452969796167542023-08-21T16:40:00.001+01:002023-12-20T14:51:32.703+00:00don't assume everyone lives their life on a screen<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisu9I09MKSlrx4iMkhfPfwbgETFZHgnuYtk1pgkqvBxMIyFjqboG7hTC4NTwBcaMaXv6E2RxLHr5PpPfhAhgxuV7yjyc6_NYqu8wmLOF38VEjJRaq0cKJuCXgkJ72bwMdtHmNhzf9PcH7pCGCbm5L82014XVAgpxCuCDyHJb-sBG2E0Z8X_A4Ex1F4IVk/s6240/AdobeStock_605996287.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="4160" data-original-width="6240" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisu9I09MKSlrx4iMkhfPfwbgETFZHgnuYtk1pgkqvBxMIyFjqboG7hTC4NTwBcaMaXv6E2RxLHr5PpPfhAhgxuV7yjyc6_NYqu8wmLOF38VEjJRaq0cKJuCXgkJ72bwMdtHmNhzf9PcH7pCGCbm5L82014XVAgpxCuCDyHJb-sBG2E0Z8X_A4Ex1F4IVk/s320/AdobeStock_605996287.jpeg" width="320" /></a></div><b>A mate of mine recently wrote a piece on LinkedIn where he praised the <a href="https://www.cheltenhampaintfestival.co.uk/" target="_blank">Cheltenham Paint Festival</a> but questioned whether it had been promoted well enough.</b><p></p><p>He obviously thought it was a great way of spending a couple of hours, and maybe others would enjoy it too if they'd known about it.</p><p>One of the comments, which came from a social media manager, was - 'It’s been all over the internet and social for the past few weeks 👏👏'.</p><p>Now my mate is on Facebook (which he only uses to flog old cycling gear on Market Place) but runs a million miles from Instagram and Twitter. I'm also reliably informed he only uses LinkedIn because his business partner gets the hump if he doesn't shout about what their company is doing.</p><p>This is a guy who cycles, goes to the gym, walks his dog, and spends time with his family but doesn't spend every non-working hour scrolling and surfing himself into oblivion. </p><p>To many, his behaviour is entirely normal, but to others (like our social media manager), it's not.</p><p>After all, they spend their working life on social media - using it and selling its benefits. And then go home and start the process over again only this time as a consumer.</p><p>And if they do it, then surely everyone else must be doing it, right?</p><p>Obviously not. </p><p>Worth remembering your media mix is a big, old pot of options that don't always start and end with a screen.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-2037382691175023202023-08-03T13:28:00.000+01:002023-08-03T13:28:40.875+01:00should bus companies get a helping hand with their advertising budget?<p><b>Ad agency Uncommon has recently produced a series of ads for their client British Airways, and they've been praised within the ad industry for their approach, uniqueness, and originality.</b></p><p>Their aim is to get you to fly somewhere and make that flight with British Airways.</p><p>And esteemed ad man Ben Kay, although praising the idea, has a problem with that objective. He believes advertising that essentially leads to increased global warming should be banned, and if you read his well-written piece <a href="https://ben-kay.com/2023/08/__trashed/" target="_blank">here</a> - it's pretty hard to argue against.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBPr4y1iuJ9jbFCRqVoNAnIb8F0Yg3v6XeMwKH3YCxvbUPiACzsls8JhxnysyN0oPlQXEnCjDJ4URNcPthjDmRXF-m7MvsrZAw53okAO7qsnWthKTUd5cTbbDQCreSCcKenGxGmHyfyj1Ttkc_jRIxx0YHzEOvjDpVqm53j6MUwEUWREfzQJNyfa3Le74/s5472/AdobeStock_309576547.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3648" data-original-width="5472" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBPr4y1iuJ9jbFCRqVoNAnIb8F0Yg3v6XeMwKH3YCxvbUPiACzsls8JhxnysyN0oPlQXEnCjDJ4URNcPthjDmRXF-m7MvsrZAw53okAO7qsnWthKTUd5cTbbDQCreSCcKenGxGmHyfyj1Ttkc_jRIxx0YHzEOvjDpVqm53j6MUwEUWREfzQJNyfa3Le74/s320/AdobeStock_309576547.jpeg" width="320" /></a></div><p>Cigarette advertising was banned after the link between the product's use and the health consequences, so surely the promotion of air travel is somewhat counterproductive to the future of our planet and should be treated accordingly? Anyway...</p><p>This links nicely to the promotion of bus travel.</p><p>It's largely agreed that increasing bus use around the country is part of the environmental solution rather than part of the problem. So how about offering bus companies incentives to sell their products?</p><p>Something like...whatever percentage of your fleet is hydrogen/electric is what you get your advertising budget (average over the last three years' spending) subsided by - all courtesy of the UK Government. </p><p>Seems like a win, win to me. </p><p>Bus companies get an incentive to invest in their fleet (I'm sure there are others for doing the same thing), the Government is seen to be doing their bit, and the product, perhaps more importantly perception of the product, benefits from consistent, high-level advertising.</p><p>What do we think?</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-27232211770855389272023-07-11T15:14:00.001+01:002023-09-14T11:26:22.529+01:00why not just KISS?<div><b>Over on <a href="https://busandtrainuser.com/2023/07/08/ticket-office-closure-con/#more-47382" target="_blank">busandtrainuser.com </a> Roger French has written a really good piece entitled 'The ticket office closure con' where he discusses in detail the government's plan to shut ticket offices at railway stations.</b></div><div><br /></div><div>The article, with (currently) 75 comments, is well worth a read.</div><div><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRZxOeroMn-yffAvIlnDE8GZiWyhjSxZQh78Sd8hrPuyTpEFphz6ALP-GeSxEWG2xErdjWRaiOO5fn5MJfFzl8tbF8AppFrT8HHjN6trGe6rK3jxM9sKdEn3mNWhhik81xs2yvnQjRxUQMacJrrNBssVyVYii7ffBBC-_SXix83b1H_qzIzymw3iRu5oY/s6000/AdobeStock_604946869.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="4000" data-original-width="6000" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRZxOeroMn-yffAvIlnDE8GZiWyhjSxZQh78Sd8hrPuyTpEFphz6ALP-GeSxEWG2xErdjWRaiOO5fn5MJfFzl8tbF8AppFrT8HHjN6trGe6rK3jxM9sKdEn3mNWhhik81xs2yvnQjRxUQMacJrrNBssVyVYii7ffBBC-_SXix83b1H_qzIzymw3iRu5oY/s320/AdobeStock_604946869.jpeg" width="320" /></a></div><div>And one bit of text stuck with me. Roger writes 'A leading rail ticket retailer quotes there are<span face="Roboto, sans-serif" style="background-color: white; color: #444444; font-size: 18px;"> </span>2,822 ticket types with 901 unique ticket names, 655 restriction codes and 1,288 route codes in the rail ticketing system'.</div><div><br /></div><div>Just have a re-read of those figures and see if you can get your head around them. It's nigh on impossible to think those numbers can be justified in any way, shape, or form.</div><div><br /></div><div>But just as the British public wants (needs?) their two main transport systems to be nice and simple, those involved seem determined to make using them not nice and so very complicated.</div><div><br /></div><div>Why do they have to be like that? Even when bus companies simplify their ticket options, they're happy to rob Peter to pay Paul. Some tickets may disappear, but they're quickly replaced with something equally as confusing in the customer's eyes (not theirs).</div><div><br /></div><div>Overall, so many things with public transport are not user-friendly and/or products of yesteryear. Apps, websites, timetables, abbreviations, language etc all struggle to hit the mark and could do with a massive root and branch overhaul of how they work. </div><div><br /></div><div>Don't agree? Sit and watch customers interact with everything your product has to offer and see if they struggle or agree it is as simple as you think.</div><div><br /></div><div>People jump in their cars without even pausing for breath. Public transport has a long way to go to catch up.</div><div><br /></div><div><br /></div>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-72186959438602273632023-06-29T13:02:00.001+01:002023-11-17T11:54:57.004+00:00when bus companies rebrand<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDxVG1_ZLK_Ojr0IvkUTNCvB6dsIQfOX8oehF3F3GxiB_Cv2rgrHgZxbLvAozwop2acy4BK4QvITItKQERYZyz86BiycZgznQvU8NrEcF_jd-4yJteW5QxB9dsIETDfdsVVCW9PvRx_fMUh9urmUBQG3AVunmZcp6Cp7C3pUgqSHW7lMpwRhVouUmwjX4/s7800/AdobeStock_210581916.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="5200" data-original-width="7800" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDxVG1_ZLK_Ojr0IvkUTNCvB6dsIQfOX8oehF3F3GxiB_Cv2rgrHgZxbLvAozwop2acy4BK4QvITItKQERYZyz86BiycZgznQvU8NrEcF_jd-4yJteW5QxB9dsIETDfdsVVCW9PvRx_fMUh9urmUBQG3AVunmZcp6Cp7C3pUgqSHW7lMpwRhVouUmwjX4/s320/AdobeStock_210581916.jpeg" width="320" /></a></div>Brighton & Hove Buses announced their first significant rebrand in over 30 years this week.<p></p><p>You can read all about their approach to the exercise <a href="https://www.buses.co.uk/Brand-Refresh" target="_blank">here</a>.</p><p>The feedback on the Twitter post where the new identity and livery were showcased was heavily weighted toward the negative side. </p><p>Some comments weren't approving of the colour combination (highly subjective), but others veered their thoughts based on the service itself, questioning whether it was a worthwhile exercise considering the issues faced by many customers.</p>'Will the new colours make them more reliable? If so, can you do the 48’s first?'<br /><br />'Will this make it easier for them to stick to the published timetables? Hope so!'<br /><br />'What a waste of money. Try getting your services to run in time.'<div><br /></div><div>''I wondered why the Saver prices went up again this year. Now I know why.'</div><div><br /></div><div>Bus companies face a conundrum when it comes to rebranding. </div><div><br /></div><div>If you go off a particular cereal, there are plenty of others vying for their place at your breakfast table, and branding will play a part in that decision. True retail brands get the paint brushes out to help differentiate their product from the raft of competition.</div><div><br /></div><div>Unfortunately, most bus passengers don't have the luxury of choice - for them, once they've decided to use the bus, options are Bus Company A or Bus Company A.</div><div><br /></div><div>You can see why customers get frustrated when re-brands are announced - as the Americans say, 'they've got skin in the game'. They see poor service, routes being cancelled, driver shortages, and fares going up all the time, but the company gets excited about a new colour scheme.</div><div><br /></div><div>Unless you're a service provider (what most see a bus company as) that's consistently delivering day in and day out, it's only ever going to lead to frustration and resentment.</div>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-61961692975350503402023-06-27T10:56:00.002+01:002023-06-27T10:57:00.663+01:00will the F word come up smelling of roses?<b>Franchising seems to be the go-to buzzword now for those with any joint influence in the bus and political sectors.</b><br /><br />From what we're being sold, it's the silver bus bullet to solve everything - whether you're in the biggest city or the smallest village.<div><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1j7ROfeV8Pni8QBmwyWXXnHDAEeo-10uhY6hP7zW3e91wMMBsoGZ8usOnX2omX0IA4yAz23wQ_VVIc2jpaYlT3qY2pncPe4aj6cK5D1MBUHuhRkAq4fAhYv-vGK4ROLaXbe4Mt4C05qhW3f_59yxd97NIkQmD_WS2IngBHV9-w4dQDNC00Ui17J9vo7c/s5000/AdobeStock_409357920.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="4839" data-original-width="5000" height="310" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1j7ROfeV8Pni8QBmwyWXXnHDAEeo-10uhY6hP7zW3e91wMMBsoGZ8usOnX2omX0IA4yAz23wQ_VVIc2jpaYlT3qY2pncPe4aj6cK5D1MBUHuhRkAq4fAhYv-vGK4ROLaXbe4Mt4C05qhW3f_59yxd97NIkQmD_WS2IngBHV9-w4dQDNC00Ui17J9vo7c/s320/AdobeStock_409357920.jpeg" width="320" /></a></div><div><div>Frequencies will be on the up, fares on the way down, congestion a distant memory, and everything joined up and run with the smoothness of Japan's rail network. Transport utopia meets the horizon of hope.<br /><br />But is the hype believable and sustainable?<br /><br />In the short-term, increased frequencies are probably a given. If there is an operator (highly likely to be the same one who currently runs your services on a commercial, 'trying to make a profit' basis) who has enough buses to cover what is required - then voila, that's political win number one.<br /><br />And then there are fares. Made lower by your local authority (and heavily subsidised by your own taxes) to attract people on board. </div><div><br /></div><div>If you don't use the buses, tough luck. You still got to pay for them as you wanted them franchised, remember?<br /><br />So, it looks like there may well be some positives but delve a little deeper and you realise increased frequencies and cheaper fares do not maketh a bus service on their own.<br /><br />Who's going to solve the congestion issues? (The issues that mean services often suffer from poor reliability).<br /><br />Who's providing all the advertising? (The advertising that helps get people on board the services).<br /><br />Who's going to fund the pot of cash for operators to re-invest in their fleet? (The fleet that looks all shiny and sparkly with whizz-bangy gadgets on board).<br /><br />Who's going to pay for it all? (Sorry - we've already got the answer to that one).</div><div><br /></div><div>There's no doubt plenty more that I'm not aware of!<br /><br />From a layman's perspective franchising can look appealing (grass is greener and all that) but the reality is it throws up just as many questions as answers, and only hindsight will tell us if the model has been successful.<br /><br />No doubt to be continued...<p style="text-align: left;"><br /></p><p style="font-family: "Times New Roman", serif; font-size: 12pt; margin-left: 0cm; margin-right: 0cm;"></p></div></div>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-59251252702386773452023-05-11T13:36:00.001+01:002023-05-11T13:37:19.953+01:00when you and your new employer have different ideas<p><b>I've often wondered what happens when a high-level marketer with certain principles joins another organisation, which historically, doesn't share those same beliefs.</b></p><p>As a sporting analogy, it's a bit like Neil Warnock (who one could argue has a long-ball approach to football) taking over at Manchester City (where Pep Guardiola has spent the last few years getting the team to play one/two-touch football all over the pitch). </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCUa95yR2NekmpxSBV1O6mifOyPullauV8VX1NbgppIngFG7S5y8xkPFiywY2hDtNPapn3LFJ_JVVvPIutd7mY9Krr4seu71JsN1SbY9URi8YTClZ3gOPtHbXnHTsDZps8SOfJ7cTOCUDwQPZMfKIJolRjh7Cp5HHHuGY4iqSoxqaVvKw4KwUwTkjY/s6922/AdobeStock_364135856.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="6921" data-original-width="6922" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCUa95yR2NekmpxSBV1O6mifOyPullauV8VX1NbgppIngFG7S5y8xkPFiywY2hDtNPapn3LFJ_JVVvPIutd7mY9Krr4seu71JsN1SbY9URi8YTClZ3gOPtHbXnHTsDZps8SOfJ7cTOCUDwQPZMfKIJolRjh7Cp5HHHuGY4iqSoxqaVvKw4KwUwTkjY/s320/AdobeStock_364135856.jpeg" width="320" /></a></div><p>The objective of winning games may be the same, but their two approaches are opposites.</p><p>Would Warnock stick to his tactical guns and say, 'You know the type of football I like to play, and if you want me to be City manager that's what you're getting'? </p><p>Or would he say, 'You're employing me to be the manager of your club, you've got a history of playing a certain way, and I'm happy to adapt my approach accordingly'?</p><p>But what happens with marketing and the bus industry? </p><p>If you follow the local branding approach with your marketing and move to a company that goes with a 'one brand' model - or vice versa - what's the outcome? </p><p>Do you try and convince your new employer of your historic success with local branding, and expect them to change strategy to suit? Or do you sit back, respecting their marketing history and all it's achieved?</p><p>Guess that depends on both employer and employee.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-9269958141751672622023-04-27T11:37:00.000+01:002023-04-27T11:37:16.324+01:00bus companies have the least control on the one thing their customers most rely on<p><b>Retail brands like McDonald's can attribute their success to several things, but product consistency is high on that list.</b></p><p>Whether you like a Big Mac or not, the company spends millions on processes, procedures, supply chains, preparation etc to ensure it looks and tastes the same whether you're in Manchester or Munich, Manilla or Miami.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiely7CYb1QDNlj890lumivDagNS99_B0Sq_kwVliP0ZZCAOyRepTWYXG1uNy57b8e1c6SIxzOIArCKbNPrMoWgjKMUzuM9s8z0XcSUqgC482atFfFAd-Wss2hgP6qmuZFAsZTxDjjjErRchEYUo7S-Y--iXPCaE0cj8SjEAioTjCSnUNof2WBXorz0/s8296/AdobeStock_529804227.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="4666" data-original-width="8296" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiely7CYb1QDNlj890lumivDagNS99_B0Sq_kwVliP0ZZCAOyRepTWYXG1uNy57b8e1c6SIxzOIArCKbNPrMoWgjKMUzuM9s8z0XcSUqgC482atFfFAd-Wss2hgP6qmuZFAsZTxDjjjErRchEYUo7S-Y--iXPCaE0cj8SjEAioTjCSnUNof2WBXorz0/s320/AdobeStock_529804227.jpeg" width="320" /></a></div><p>They know they can back up the ad campaigns with product performance, and they are in complete control of the outcome.</p><p>Unfortunately for bus companies (and to a lesser extent their rail counterparts) the exact opposite is true. </p><p>Due to many factors - bad weather, roadworks, accidents, congestion, local authorities not playing ball etc - reliability is the thing they have the least control over.</p><p>No matter how much they spend on great advertising, slick apps, and customer-friendly websites - in the eyes of passengers their product success lives or dies by that one simple metric.</p><p>If they had control like McDonald's,<b> </b>people would come, and people would no doubt stay.</p><p><br /></p><p><br /></p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-64345141844272240002023-04-19T14:35:00.000+01:002023-04-19T14:35:06.063+01:00what happens when the sale ends?<b>I, like many others, caught the bus with a friend over the weekend - and we both benefitted from the government-funded £2 single fare scheme.</b><br /><br />Undoubtedly financially attractive for a 30-minute journey.<br /><br />And if the mhd Twitter timeline is anything to go by, we have not been alone in using the bus more since the scheme was introduced. Many bus companies and those associated with the industry have been more than happy to share the increase of bums on seats.<div><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3Zsh1mDlQtrckwH9pcu5-h1N16Q-cve6U5oAK3yL0ZXcz-EdfqRGb60JTY9_Ywc8e0olIo_x72epFvsJ89yCA3LXF20aAIg3HOtUcsVuOmCL9eK1-vLMq7AR9oDgH5wONQR82rQJmWXawpodfDgtXDAyTVwhKYrmFYgRnqjqK2GMBqc2Z6ShPcqAC/s6567/AdobeStock_74803077.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="2284" data-original-width="6567" height="111" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3Zsh1mDlQtrckwH9pcu5-h1N16Q-cve6U5oAK3yL0ZXcz-EdfqRGb60JTY9_Ywc8e0olIo_x72epFvsJ89yCA3LXF20aAIg3HOtUcsVuOmCL9eK1-vLMq7AR9oDgH5wONQR82rQJmWXawpodfDgtXDAyTVwhKYrmFYgRnqjqK2GMBqc2Z6ShPcqAC/s320/AdobeStock_74803077.jpeg" width="320" /></a></div><div><div>So, the short-term ('three months oh it's working, let's extend it to six') ticket sale is obviously working, but that's hardly surprising. <br /><br />We've got a client selling a particular single for £2 that this time last year was generating £17 in revenue. That's about as enticing as you can make bus travel without giving away the damn product for free.<br /><br />But what's the long-term plan? What happens when the money runs out?<br /><br />Chucking a load of cash at bus travel to make it cheaper for a while with the hope that when that £2 fare goes back up to £17, customers a) won't notice, or b) think the journey is worth £17 after all just seems a bit far-fetched.<br /><br />If hit and hope is the best we can do, we're in big trouble.<br /><br />Would the money not have been spent better helping the struggling bus companies rebuild the reliability and frequency of their networks? Pretty sure this would benefit them more in the long run.<br /><br />Sporadic short-term sales have their place in the world of retail, but six months is anything but short-term. Whilst it's enough time to alter a travel habit, it's also enough time to get really used to paying £2 for the privilege.</div></div><div><br /></div><div>Watch this space.</div>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-77165992653607747472023-03-03T11:03:00.001+00:002023-03-03T11:03:42.211+00:00behavioural science, the bus industry & the £5k giveaway<div><b>Over the last couple of weeks, we've been listening to several podcasts where Richard Shotton is a guest and seeing if anything he says can be applied to the wonderful world of public transport.</b></div><div><br /></div>Richard is the founder of Astroten, a consultancy that applies behavioural science to marketing, and he's also the author of several books on the subject.<div><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiL8K9qPZo48MiH9zneia0AgzmDJmB-nGpwFK8f5RuSBvl5D4iiC93CMj0QWVdXEf-TDFL9VB9eDMm1OK5Gx04Y5M7nbIip15JoYAt8L99b5cthCaVJGZODYBIm2pVSFrAX9dnT8P-9a-yanTfkSvepqrdTdHPeHujzEyL3ShlJCuyZfdYCfZ2AEgun/s6500/AdobeStock_228858147.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="2562" data-original-width="6500" height="126" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiL8K9qPZo48MiH9zneia0AgzmDJmB-nGpwFK8f5RuSBvl5D4iiC93CMj0QWVdXEf-TDFL9VB9eDMm1OK5Gx04Y5M7nbIip15JoYAt8L99b5cthCaVJGZODYBIm2pVSFrAX9dnT8P-9a-yanTfkSvepqrdTdHPeHujzEyL3ShlJCuyZfdYCfZ2AEgun/s320/AdobeStock_228858147.jpeg" width="320" /></a></div><div><div>One point he makes (all his points are backed up with evidence hence the 'science' bit) is that people are less likely to stop buying something if their reward for buying is random rather than consistent.</div><div><div><div><br /></div><div>So, in the context of public transport - a customer is less likely to stop buying their regular week ticket if there is a random discount as an incentive, as opposed to the guarantee of 20% every time they purchase. </div><div><br /></div><div>So sometimes they may get 5% but other times they may get 50%, and it's the intrigue and unknown (total opposite of the guarantee) which keeps their interest.</div><div><br /></div><div>Loosely based on this we had an idea. </div><div><br /></div><div>Every time a bus journey is made through a traceable method (contactless, app etc) it is given a unique code, and those codes go into a supersize hat. The more times someone travels, the more unique codes they have in there.</div><div><br /></div><div>And then every quarter a draw is made where customers could win big, big prizes - along the lines of £5,000 cash. For people who are travelling anyway, it's a potential reward for their loyalty but it also acts as a carrot to those who don't use public transport. </div><div><br /></div><div>And let's be honest, twenty-odd grand every year is only a small marketing investment for most of the big bus companies.</div><div><br /></div><div>Who knows, as a reward for catching the bus a little more often, it could be you!</div></div><div><br /></div><div><span style="font-size: x-small;">(You can buy Richard's latest book 'The Choice Factory' on Amazon <a href="https://www.amazon.co.uk/Choice-Factory-behavioural-biases-influence/dp/085719609X/ref=asc_df_085719609X/?tag=googshopuk-21&linkCode=df0&hvadid=310623486223&hvpos=&hvnetw=g&hvrand=14846903609412081611&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9045597&hvtargid=pla-416959132530&psc=1&th=1&psc=1" target="_blank">here</a> or listen to the podcast <a href="https://chriswillx.com/podcast/" target="_blank">here).</a></span></div></div></div>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-68358120761592079152023-02-21T13:28:00.000+00:002023-02-21T13:28:19.200+00:00does cycling proficiency need more than just cycling?<p><b>My youngest son is due to take part in his school's cycling proficiency programme in the next few weeks, so over the weekend I took him to Halfords to buy a bike lock.</b></p><p>Not that I expect it to get nicked whilst he's in lessons but better safe than sorry on the security front.</p><p>Cycling proficiency?</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO5aXX1QMH8wbhAbkUXsvMtH-OCYyXJZoyH4HFDyPXT-LUfHVcEY7BNkMJHWQFJ66mR1H5TH-vZME-XIFdzBGyI5cgTk7QsOOkYyXfN1nVIV6KGsCULhHR2JA4JAvTWtDYU5ZMUPu3GtrucKgZFG3pGMwTUuULe58--UY9aeMGShbms0VRy81N2y1Z/s5333/AdobeStock_287525242.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3000" data-original-width="5333" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO5aXX1QMH8wbhAbkUXsvMtH-OCYyXJZoyH4HFDyPXT-LUfHVcEY7BNkMJHWQFJ66mR1H5TH-vZME-XIFdzBGyI5cgTk7QsOOkYyXfN1nVIV6KGsCULhHR2JA4JAvTWtDYU5ZMUPu3GtrucKgZFG3pGMwTUuULe58--UY9aeMGShbms0VRy81N2y1Z/s320/AdobeStock_287525242.jpeg" width="320" /></a></div><p>Yep, the Government-run programme has been around for decades and (I've just found out) is now branded under the label <i>Bikeability</i>.</p>According to the website, 'Bikeability helps you learn practical skills and understand how to cycle on today’s roads. Bikeability gives everyone the confidence to cycle and enjoy this skill for life'. <div><br /></div><div>Of course, it makes perfect sense for children to have some professional training on roads they are familiar with, and adds to their confidence as they prepare for the challenges of senior school. They're at the perfect age to be taking on new challenges and practising new skills.</div><div><br /></div><div>So why not add to their repertoire? Seems a little odd to just concentrate on bikes.</div><div><br /></div><div>Surely there must be an opportunity to rebadge it as 'Transport Profiency' and include the use of public transport too? Learning what range of tickets are available, how to buy one, how to stop the bus, where to sit, when to ring the bell, how to read a timetable, what the app does etc. </div><div><br /></div><div>All things likely to be scary as hell for a primary school child, but with a little knowledge their fears could be overcome.</div><div><br /></div><div>Don't forget, a confident young bus user is more likely to become a regular one. </div><div><br /></div><div> </div>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-91611142845582854182023-02-03T14:50:00.005+00:002023-02-03T14:54:25.767+00:00it's a funny old game<p><b>Just as my teenage son was about to get in the shower this morning, he shouted, "Have you heard what happened to Mason Greenwood?".</b></p><p>As it happens, I had. </p><p>For those who don't know twenty-one-year-old Mr Greenwood plays for Manchester United and was arrested over a year ago and subsequently charged with attempted rape, controlling and coercive behaviour and assault occasioning actual bodily harm. </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPrFwrNkKtcoJjSe0QbvSniIhrgAhpYIcX998k4P4s_feN1pu7bHOLeHhY_JMmj9bZlD_ir8mBdu7ndfNVQISHZ9LAD3TMfD3ymgczWHn9VdBCfcrHI5XUPhWzFQmqekyJjo-zdgNL7J9-couLmduC2a4vvRU-pXGSFxL5t29MxArTRZvHI0o3r57z/s6000/AdobeStock_212362201.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3375" data-original-width="6000" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPrFwrNkKtcoJjSe0QbvSniIhrgAhpYIcX998k4P4s_feN1pu7bHOLeHhY_JMmj9bZlD_ir8mBdu7ndfNVQISHZ9LAD3TMfD3ymgczWHn9VdBCfcrHI5XUPhWzFQmqekyJjo-zdgNL7J9-couLmduC2a4vvRU-pXGSFxL5t29MxArTRZvHI0o3r57z/s320/AdobeStock_212362201.jpeg" width="320" /></a></div><p>The video and audio evidence against him was damning, and his club suspended him. Nike, one of his sponsors, immediately ditched him.</p><p>Yesterday the Crown Prosecution Service dropped all charges after key witnesses withdrew their involvement, essentially leaving the player free to go about his business.</p><p>Whether that is as a footballer for Manchester United or as a footballer for any team remains to be seen.</p><p>Many will be scared of the baggage that will almost certainly follow him, but it wouldn't be a surprise if a club took the player on and paid him handsomely. An asset lost by one club can be easily gained by another when there's no fee involved. </p><p>After all, he was/is one of the finest young footballers of his generation and if he scores goals and leads a team to success, some fans may develop short memory loss. </p><p>And that's because football, compared to any FTSE 100 business, is a little bit unique. </p><p>For example - </p><p></p><ul style="text-align: left;"><li>The tenure of managers can last a matter of months, and their salary can be significantly less than key employees (players). </li><li>Teams are hated by many and obsessively loved by a few. </li><li>The only currency is short-term success. </li><li>To fans, they are clubs to follow but to investors and owners, they are brands to sell. </li><li>Every manager is guaranteed to lose their job, even those that have been successful.</li><li>A club can be bottom of the league, having never won a trophy for years yet will still be attractive to investors (and loved by fans).</li><li>Great players become managers of big clubs with absolutely zero experience in the role.</li></ul><p></p><p>Things that happen in the business of football just don't happen in the world of business per se. </p><p>Greavsie was right. It's a funny old game</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-80614669242797845742023-01-30T15:29:00.000+00:002023-01-30T15:29:16.135+00:00why complicate the journey from A to B?<p><b>I watched a video earlier where a British guy living in Germany explained how easy it was for him to get the bus into his local town.</b></p><p>He didn't drive, lived in the sticks, and relied on public transport to get about the place. </p><p>His bus left the stop at 9 minutes to the hour, every hour, seven days a week. The 9-minute thing was all he had to think about. No extensive timetable that changed on the weekend and public holidays - just one straightforward, easy-to-remember thing.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWT_J17oHPN6I45dnHR8qxTd-GeNt1GABcCaWJWW2HqAHdWKWclyHtdoVTauEYFznT7wzE-gUjR_GkXBRjBXJzgOrkpILxMAM9s7PwWRwhJ7fiaL0hNND3f2Zt5j01b2BOKqTe3KR_DHTN9U9xnr52rVVw-tJWhq0nLV2MWx_9F0GN01njDDcy3ZoN/s10000/AdobeStock_521781615.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3616" data-original-width="10000" height="116" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWT_J17oHPN6I45dnHR8qxTd-GeNt1GABcCaWJWW2HqAHdWKWclyHtdoVTauEYFznT7wzE-gUjR_GkXBRjBXJzgOrkpILxMAM9s7PwWRwhJ7fiaL0hNND3f2Zt5j01b2BOKqTe3KR_DHTN9U9xnr52rVVw-tJWhq0nLV2MWx_9F0GN01njDDcy3ZoN/s320/AdobeStock_521781615.jpeg" width="320" /></a></div><p>Back in the UK, I think it's fair to say the bus industry has a problem with simplicity. Whether it's a poorly designed app or sending people around the houses on a website, if there's a process to be complicated you can bet your bottom dollar a bus company would find a way.</p><p>Take the recruitment of bus drivers as a prime example. </p><p>In the first instance, it should be purely a driver's licence and numbers game. You want as many people as humanly possible who can drive a car to get an application in. The potential driver should be able to see an ad, visit a website and five minutes and five questions later their application safely in.</p><p>But the whole process is riddled with complexity and steps that, at this initial 'lack of filter' stage, certainly aren't required. </p><p>Any additional step that isn't absolutely essential to whether an application can move forward should be ditched. If it proves the difference between a good candidate progressing or giving the ghost, the time and thought into making the process as streamlined as possible will have worth it.</p><p>Your journey from A to B really can be as easy as your bus company wants to make it.</p>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0tag:blogger.com,1999:blog-3159041006203092555.post-34763681044287450972023-01-10T15:40:00.002+00:002023-01-11T10:21:41.051+00:00if your recruitment is working, so is your mix<b>Just before Xmas, we got sent a breakdown of how a new client's ongoing driver recruitment campaign was performing.</b><br /><br />They have been producing monthly figures by tracking applications via digital platforms and old-fashioned asking those who come by more traditional methods, and this was the latest instalment.<div><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6pZHqoZOeG5RRp_eEqs9MhuBh63eXYIunP7hWqzEHV6GrNk2_X_hFWYgIRLsA8BAgwvmy_ErB1VPnkNJBKZ1YhKWiHai41NFWF2EyPMu4PzZDEl5UG7L8kmkmbQJgbdM_ng9rLKVhkyIN8OeSA7-kZ-PUaFHF6USBX_Pnt32aD4B61TPV6mn0b1ut/s5472/AdobeStock_222179720.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="3648" data-original-width="5472" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6pZHqoZOeG5RRp_eEqs9MhuBh63eXYIunP7hWqzEHV6GrNk2_X_hFWYgIRLsA8BAgwvmy_ErB1VPnkNJBKZ1YhKWiHai41NFWF2EyPMu4PzZDEl5UG7L8kmkmbQJgbdM_ng9rLKVhkyIN8OeSA7-kZ-PUaFHF6USBX_Pnt32aD4B61TPV6mn0b1ut/s320/AdobeStock_222179720.jpeg" width="320" /></a></div><div>With the input of their planning agency, the client had wisely chosen a real mixture of media - radio, Facebook, paid-for search, OOH, on-bus, and internal referral scheme to name a select few. <br /><br />Looking at the figures in isolation, some channels could be seen as performing better than others and a knee-jerk reaction would have been to ditch those mediums with a low number in the count column. <br /><br />In our client's case that would leave train station posters as serious candidates for the chop but the likes of on-bus work safe as houses.</div><div><br /></div><div>But sometimes the figures don't tell the real story.<br /><br />The week-ending results we received were the best to date, so as a collective piece of media planning and buying, the campaign was working. This mix in its current form was doing a grand job.<br /><br />There's a decent possibility that click-through from a Facebook Carousel was subconsciously influenced by a six sheet, the Google search driven by the special livery, and the radio ads sending those interested to the website. </div><div><br /></div><div>The creative was the same and the message was the same. Across everything. </div><div><br /></div><div>And that consistency works to aid recollection. </div><div><br /></div><div>But not all of it is obvious and accountable.<br /><br /></div><div>If something is working you don't have to be overly concerned with the individual elements - just look at the bigger picture and be chuffed things are going well!</div>Mike Fletcherhttp://www.blogger.com/profile/17606021102273884989noreply@blogger.com0