Updated: Jun 22
In an increasingly digital world, marketing has become even more of a vital component to rideshare systems. It's important to create a clear path to building your brand's reputation and relevancy to your specific customer market. After all, the lifeblood of just about any business is acquiring new and repeat customers. At the end of the day, almost every business has to promote itself in one way or another, whether it be traditional marketing like mailers, billboards, or radio advertising, or more modern marketing like emailing and running social media ads.
So what kind of ways can you market your micromobility system? Luckily, the possibilities are endless here, as marketing your service can be directly proportional to one’s creativity and foresight. Below, I’ve listed 4 examples to consider:
Anchoring your promotions to a specific time window can be quite effective. By offering a discount or special offer at a specific time, you can attract attention to your rideshare program and increase ridership around periods of time that may be less busy. Timely promotions that only exist around specific holidays or events, such as New Years, Halloween, Valentine’s Day, or even more obscure events like Bike to Work Day or Bike Month (in May). Create that sense of urgency or excitement that can encourage those who are on the fence to make a decision. Keep in mind, this is best done when used sparingly, as continually discounting your service may not build any brand loyalty.
Promote events that align well with your rideshare program. For example, in 2020 we encouraged system operators in the United States to make ridership free on election day to make voting easier for their communities. According to the Center for Information and Research on Civic Learning and Engagement, transportation is a notable roadblock between people voting, largely among young adults. Between the ages of 18 and 29, a whopping 29% of that category cited transportation as a reason why they didn’t vote, and 15% cited it as a major deciding factor. To learn more about how we advocated making voting easier for communities, check out our blog post on the subject.
It’s important to recognize when customers want or need your service most. During these moments, they might be the most responsive to timed promotions.
Build an Email or Text List
With Movatic’s software, it’s a simple process to export all of your customer data into CSV files to use elsewhere. That data includes first/last names, phone numbers, email addresses, the date they joined, and so on. Email and/or text marketing are extremely reliable ways to reach out to your warm audience for feedback, promotional offers, or important announcements. Mailchimp, Aweber, and Freshsales are all great software options to accommodate this idea.