The 3 Top Lessons Learnt in Utrecht

SEGmented Marketing for ENergy efficient Transport

Lesson 1

• Splitting up in segments helps– Focus on what is important– Employer contacts– Does it work?

Until now only indications! (high response)

Lesson 2

• Going through a process with mobility and communication experts cooperating works– Better understanding, both of the mobility issues

and how communication works

Lesson 3

• Connecting to an existing campaigns seems efficient, but might not be– Convincing why a campaign has to change is

difficult– Extra work for intermediate parties who did not

agree to this beforehand– Saturation in the target group

Lesson 4

• Communication and infrastructure should go hand in hand– In our case: bicycle parkings!

Lesson 5

• If you already score well, you still can improve– look for innovation• New transport means (e-bike)• New communication tools