A study on “An emotional marketing strategy”

 I read an article written by Ayako Taniguchi and Satoshi Fujii, “An emotional marketing strategy” toward promotion of public transport: A Case Study of Mobility Management in Wien-city.

 The decline of public transportation causes serious problems in many cities all over the world. So governments and transportation companies are trying to carry out plans to improve the use of public transportation. One of those plans is “psychological” strategy to attract people by using media, posters, events, or so on.

 This study introduces “emotional campaign” carried out by a company in Vienna, which is not considered important in Japan. In 1998, they started the emotional plan which intended to improve “image” of public transportation.

 There are many kinds of public transportation in Vienna, for example trains, buses, street cars, and subways. About 100 years ago, transportation companies were integrated into a utility, Vienna public utilities and transport service and then, it changed its name wiener linien stock company. Now, this company manages all of public transportation.

 This company puts emphasis on the appearance of transport system, specifically cleanness. They clean subway station twice every day. The marketing policy is “do what people want” and basic concept is “respect user and improve convenience.” CS investigation is carried out every year and the score has been increased.

 As examples of “emotional campaign”, 1)image strategy(use poster and pamphlet) 2)campaign when new route is opened(ex. distribution of free ticket) 3)communication with user(ex. WEB site) are carried out.

  “Emotional campaign” is intended to have people have attachment for public transportation. It is important that people have “my rail senses”. If emotional campaign is carried out properly, it is possible.

 It is often said that Japanese character is more emotional than that of Europe. So, in Japan, if emotional campaign can change people’s fundamental attitude toward public transportation, this strategy will be practical.

Reference:http://library.jsce.or.jp/jsce/open/00039/200606_no33/pdf/6.pdf