Date post: | 20-Jan-2015 |
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Technology |
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Importance of Incentives in
Marketing and Measuring TDM
Rick Steele, CEO, NuRide, Inc.
NYMTC Meeting
New York, NY
Apr 6, 2010
http://nuride.com/contact
• Reward commuters
- carpool / vanpool
- public transit
- telecommute
- walk
- bike
• Ride matching
• 46,000 commuters
• 3.8 million trips
• 100 million VMT
NuRide is the nation’s largest commuter rewards program
3
$1.9 million in rewards provided by 296 sponsors
Commuter video – “car-polling”
5
1980 1990 2000 2010
46% decline
19.7%
10.7%
Technology has not increased ridesharing
6
The problem is motivation not mechanics
7
Gas prices provide motivation – but they are uncontrollable
Rewards provide ongoing motivation
58% joined because of rewards
48% previously drove to work alone
Rewards = motivation to change behavior
50% of members took a non-carpool trip in Dec 09
Rewarding all modes = bigger database = more matches
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Found one Thanks for match, bye!
Rewards! I’ll stick around
Rewards = loyalty = bigger database = more matches
Need match
75% reported a successful rideshare match
83% share rides “more” or “much more”
56% of active members have been active > 1 yr
Rewards = loyalty = bigger database = more matches
NuMail and email Poll & surveys
Rewards = loyalty = valuable feedback & communications
30% of new members in 2009
came from referrals and they were …
45% more active than non-referrals
Rewards = loyalty = referrals = more activity
15
Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 $1.00
$2.00
$3.00
$4.00
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
30 yr low gas prices
record unemployment
Rewards = loyalty … even in bad times
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Jul-08 Oct-08 Jan-09 Apr-09 Jul-090
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000 NuRide trips up 59%
NuRide visits up 14%
Rewards = loyalty … even in bad times
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nuride.com
erideshare.com
rideproweb.com
rideshareonline.com
+ 14%
- 41%
- 42%
- 56%
Visits to competing web sites
were down at least 40%
Rewards = loyalty … even in bad times
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Recorded trip
From: Home
To: Work
Mode: Carpool
Vehicle: 2004 Honda Civic
Passengers: Bill & Tom
Company: IBM
Date: 12/15/10
Time: 8:05 am
Reward: 100 points!
Rewards = valuable measurement for regional reporting
19
Employer
“races”
Rewards = valuable measurement to engage employers
20
Oct-08 Dec-08 Feb-09 Apr-09 Jun-09 Aug-09
Trips
Houston Washington DC
Houston TX – good local rewards
Washington DC – poor local rewards
Reward must be ongoing, sustainable and local
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SUSTAINABLE
• Provided by sponsors
• Large/unlimited inventory
• Ongoing not one-time
Practical
Sel
f-co
nta
ined
10% off vacation
Tickets to event
$ off food
$50 gas cardUNSUSTAINABLE
• Must be purchased
• Limited quantities
• Unrealistic
expectations
• Attracts fraud
Sustainable rewards are sponsored – not purchased
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December 4, 2009
“The Atlanta downtown group is
also interested in adding scooters to
its cash-incentive program to promote
alternative commuting, Laurie says,
but doesn't have the budget to do so.”
Government funded rewards are not sustainable
23
Periodic raffles and prizes do not constitute a rewards program
15% of active members
entered a raffle in ’09 whereas …
60% redeemed a reward
Sponsored rewards count as CMAQ local match – saving state $
$156,833 in sponsored rewards in
the New York Metro in ’09
$461,864 nationwide
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Technology has not increased ridesharing
Rewards increase ridesharing and promote TDM
So we learned that …
1. Provide motivation for more enrollments
2. Instill loyalty for bigger database with more matches
3. Instill loyalty for more referrals, enrollments and activity
4. Provide detailed, real-time measurement & communication
5. Rewards must be ongoing & sustainable, not periodic prizes
6. Sponsored rewards can save states money, not cost them