{"id":4090,"date":"2019-04-23T11:30:00","date_gmt":"2019-04-23T10:30:00","guid":{"rendered":"https:\/\/www.discoverpassenger.com\/?p=4090"},"modified":"2026-08-07T07:25:59","modified_gmt":"2026-08-07T06:25:59","slug":"customer-acquisition","status":"publish","type":"post","link":"https:\/\/www.masabi.com\/es\/news\/customer-acquisition\/","title":{"rendered":"Customer acquisition through destination marketing"},"content":{"rendered":"
The experience of a town or city\u2019s transport network is fundamental to a visitor\u2019s overall impression of a place. For those that live and work there, the available transport options will play an integral part of their daily life. As densely populated urban areas get busier, public transport\u2019s role in getting people around increases.<\/span><\/p>\n

In the world of public transport, marketing is different from practically every other industry. A huge part of its marketing activity is actually operational communications. The status of the network, any upcoming <\/span>network changes<\/span><\/a>, fares, and customer service on social media are all great examples.<\/span><\/p>\n

Preaching to the choir<\/b><\/h3>\n

The problem is that the majority of this communication is targeted at customers who already use the services – those that have already been \u2018acquired\u2019 in sales and marketing terms. By continuing these traditional methods, it\u2019s unlikely to acquire new audiences.<\/span><\/p>\n

Of course, there are many operators that do a lot more than simply communicate what\u2019s happening, but driving bus user growth needs an approach much like the rest of the retail marketing world – and not simply describing the product in features; Wifi, USB chargers, and a comfortable seats. A classic marketing mistake of selling the product, not the result.<\/span><\/p>\n

We need to incept where the web-based enquiries begin. We need to tap into customer consciousness at the right time and in exactly the right circumstances. Not easy, given the overwhelming volume of inbound marketing we all receive, all the time.<\/span><\/p>\n

\"Old
Old Market Square in Nottingham<\/figcaption><\/figure>\n

Two key strategies for growth<\/b><\/h3>\n

We believe the answer comes in the form of two key strategies. One, <\/span>opening up data<\/span><\/a> and two, better application of the marketing platforms within your control; your apps, website and social media channels. <\/span><\/p>\n

We are in a current transitional period between closed and open data, due to the forthcoming Bus Services Act for <\/span>publishing bus data<\/span><\/a> set for the end of this year, operators are faced with the questions; \u2018what is open data?\u2019, \u2018what does that mean for us?\u2019 and \u2018why is it so important?\u2019<\/span><\/p>\n

As open data champions are informing us, making data available to others will help increase the reach of existing \u2018operational marketing\u2019, as it is utilised beyond the usual marketing channels into other realms where potential new customers are going for their attractions and events information.<\/p>\n

\"blackpool
Blackpool Tower<\/figcaption><\/figure>\n

A classic content and search engine optimisation strategy<\/b><\/h3>\n

Consider a common user journey; a lot of people start by looking for an event or place with a search engine. At this point, they\u2019re not even consciously thinking about how they\u2019re going to travel to it yet. <\/span><\/p>\n

Getting your website pages to the top of the search results above everyone else is our first objective. But if they\u2019re not searching for \u2018bus [location]\u2019 then we need to produce content for the terms they are interested in. <\/span><\/p>\n

From a technical perspective, we win a top ranking by providing an optimised website (fast-loading, <\/span>web pages served over HTTPS<\/span><\/a>, etc) with great quality content about the event or attraction they\u2019re actually looking for. Then, we earn ourselves the opportunity to upsell a travel option that they perhaps hadn\u2019t considered; the bus.<\/span><\/p>\n

This is taking advantage of classic search engine marketing techniques alongside a content strategy around destinations and the events that are taking place at them, such as running a Pay Per Click campaign to promote an attraction that you are explicitly able to provide a compelling travel option to.<\/span><\/p>\n

 <\/p>\n

\"Cardiff
Cardiff Castle<\/figcaption><\/figure>\n

As we\u2019ve launched our updated \u2018Things to Do\u2019 feature, we\u2019re making it easy for operators to create this content and publish it straight to high ranking website pages, and into mobile apps at the same time. Passenger Cloud has rapidly evolved into a single source of truth for marketing content too, building on its core proposition as a transport data platform. This additional content management capability is already allowing Passenger operators to lead the customer all the way through from \u2018discovery\u2019 to digital ticket purchase. <\/span><\/p>\n

Since the start of 2018, we\u2019ve implemented this strategy with partners Blackpool Transport and Cardiff Bus, both UK destinations that attract a lot of visitors every year. We rolled this out during the winter months to give everyone involved time to learn how to make the most of the new functionality and to <\/span>give the product team time iterate with user feedback<\/span><\/a>, ahead of peak season. Over a year on, the functionality of this marketing strategy has proven to be a successful way to create a secondary stream of customers.<\/span><\/p>\n

If you\u2019d like to know more about our \u2018Things to Do\u2019 feature and adding destination marketing into your strategy please <\/span>get in touch<\/span><\/a>.<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

Operators classically tailor marketing to their existing customer base. Much unlike the rest of the retail marketing world, bus operators typically aren\u2019t reaching new audiences through marketing content. Passenger has honed a new strategy, using 2 key areas for new customer acquisition.<\/p>\n","protected":false},"author":7,"featured_media":12710,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[70],"tags":[],"class_list":["post-4090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-passenger-team","passenger-team"],"acf":[],"yoast_head":"\nCustomer acquisition through destination marketing - Masabi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.masabi.com\/es\/news\/customer-acquisition\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer acquisition through destination marketing - Masabi\" \/>\n<meta property=\"og:description\" content=\"Operators classically tailor marketing to their existing customer base. 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