Mobility marketing is becoming increasingly important because the minds of the target group need to be convinced in favour of new, sustainable mobility options. This is supported by the targeted use of communication and information strategies to influence driving behaviour and make environmentally friendly alternatives attractive. Mobility marketing supports projects that motivate people to make their mobility behaviour more conscious and flexible.
Understanding mobility marketing: Target group-specific approach
A clear target group approach is essential for mobility marketing to be successful. For example, families often benefit from information materials that emphasise bus and train routes or cycle paths. For commuters, companies offer the integration of e-bike hire systems or car pools. Senior citizens, on the other hand, appreciate uncomplicated and barrier-free mobility solutions that are accompanied by comprehensible communication formats.
There are many examples of this in practice: Transport companies distribute flyers about new cycle routes, while local authorities organise coordinated campaigns under a uniform logo. This promotes recognition of the offers and creates a positive synergy effect. Digital channels are also becoming increasingly important, as target groups can be addressed more directly via social media or messenger services.
BEST PRACTICE at VAUDE (name changed due to NDA contract) An outdoor equipment supplier accompanied its employees through a comprehensive mobility marketing programme. This included a mobility lottery, free e-bike hire and repair courses. The result: a measurable reduction in Co2 emissions at the company headquarters because many employees changed their mobility behaviour sustainably.
Practical instruments in mobility marketing
Mobility marketing uses various instruments to promote dialogue with the target group and create momentum. These include, among others:
- Information brochures and flyers: They provide targeted information about new transport infrastructure or mobility services.
- Digital campaigns with chatbots and competitions on messengers: This increases interest and actively engages users.
- Co-operation between transport companies, energy suppliers and housing associations to offer attractive mobility stations.
A good example of the successful use of digital channels was demonstrated by the S-Bahn of a major city in Germany. With a selfie campaign via WhatsApp, it motivated passengers to show off their modernised trains with a photo. This created a strong community and an improved brand image in the urban mobility offering.
BEST PRACTICE at Velocity Mobility (name changed due to NDA contract) This provider of electric micromobility set up mobility stations at company locations. Employees use these pedelecs to commute to work or run errands during their lunch break. This improves the environmental balance and helps companies to reduce parking costs and promote health.
Impulses for the design of sustainable mobility projects
Mobility marketing helps companies and local authorities to implement their projects more efficiently. Clients often report that it is important to know the different needs of the target groups and to develop customised offers. For example, a digital carpooling portal can specifically address commuters who want to save costs together.
In addition, incentives such as prize draws for environmentally friendly commuting provide impetus to increase acceptance of new mobility ideas. Communication plays a major role in emphasising the advantages and breaking down inhibitions. Mobility marketing accompanies this process and ensures a clear, understandable approach.
BEST PRACTICE at VAUDE (name changed due to NDA contract) In addition to e-bikes, the company also relies on an improved infrastructure with bicycle parking spaces and showers for employees. The positive effect can be seen in the long-term change in behaviour and the strengthening of the company's sustainability strategy.
Mobility marketing as support for change processes
If you want to win the minds of your target group for alternative forms of mobility, you need competent support in planning and implementation. This is where iROI-Coaching positions itself as a professional partner. We provide impetus to ensure that mobility marketing projects have a targeted and sustainable impact.
Our experience shows: Success depends on how well the individual challenges of the target groups are understood. Together, we develop communication concepts that meet people where they are - be it with traditional information media, digital tools or interactive campaigns.
My analysis
Mobility marketing is an effective tool for getting people excited about modern, sustainable mobility options and positively influencing their behaviour. Various communication and cooperation strategies help to address the target groups in a customised way. The combination of analogue and digital measures offers great opportunities. If you want to provide sustainable support for mobility projects, iROI-Coaching is an experienced partner that provides targeted support and professionally manages the process.
Further links from the text above:
Mobility management - Wikipedia
Examples of strong cooperation in shared mobility - MOQO
Mobility marketing - City of Kiel (PDF)
Conversational marketing: 16 innovative examples - Sinch
Mobility management for new citizens - TU Wien (PDF)
Sustainable mobility only knows winners - Mobil Gewinnt (PDF)
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