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ChineseMetro billboards have a new audience
Attention all working class heroes: Metro wants your business. The latest installment of the billboard ad campaign running in Hollywood features a world-weary cubicle slave proclaiming to the masses that he “M’s to the daily grind.” The one before that was of a young woman letting us know about the joys of not having to shell out money at the pump. The theme of these ads focuses on the low cost of Metro and how it will let you keep more of your paycheck than a car.
This is a bit of an odd commercial campaign, because the tone of it really does not pitch the product in glowing terms to the consumer. It goes more in the direction of the reassuringly cheap option instead of presenting itself as ride that is just as comfortable, if not more so, than taking a car. Young professionals can be attracted to Metro for more than just saving a buck. The morning commute offers a good opportunity to get work done and organize for the day plus desk jockeys can get a fleeting amount of exercise when walking from to/from the bus stop.
Let’s further examine who Metro is trying to attract with these advertisements. The series is aimed at people in the same age group as the disgruntled employee in the empty office and the sweater lady. Young working people who have never taken public transport before the economy tanked. Now there is a big influx of people who are now using metro for economic reasons and a concerted effort should be made to attract and hold onto as many of them as possible. The message conveyed to potential riders in these ads seems to be that Metro is all right, but more importantly, much cheaper than owning some wheels. Money issues may keep people on Metro now when times are bad, but what will happen if/when the economy improves? Long-term passenger retention of these 20-30 somethings will not just rely on low costs, but a comfortable traveling experience as well. If services are set at a high standard, these people could become regular passengers for the rest of their lives.
A perfect example of this new breed of metro rider is a young lady who is writing in a blog I recently came across call Snob on a Bus, which details the life of a girl in here in LA who takes Metro because she could not afford to keep her car. Taking into account that economics dictate nearly all of our actions, will people like this blogger abandon Metro in a year if they suddenly can afford to make that car payment every month? This will depend on a few factors. Will attitudes towards taking the bus change to the point where people than can afford a car decide to refrain from having one and opt for mass transit instead? Also, will the expansion of service offer a comparable amount of convenience as taking a car for these newbies? The price is right for new Metro riders, now the big factor is the customer experience.
Discussion
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I think it depends on whether they now “M” to the daily grind on a bus or a train. If they are now riding a bus by necessity, they are more likely to return to their car if and when the economy recovers (if and when they recover, not to mention if gas prices don’t increase too much by then). If they are riding a train right now, they are more likely to stick with it.
As a practical matter, the bus is slower by design. It’s less smooth by design. I can’t read on a bus unless I want to get sick. But I can read on a train just fine.
I think Metro is hoping that those who jump on the train stick with it. Okay, right now the theme is based on financial difficulties. But once you try it, maybe those new customers will see that it’s not so bad.
And I think Fred said it, once you get people on a train, they are likely to open up to riding a bus. That’s how my experience went. Now I use both types without a care in the world.
I usually don’t have too many issues reading while on a regular bus; I find the Rapids to be a lot more bumpy though, and just stare off into space instead of reading when I’m on one of those.
About getting work done when you’re on the bus – I believe you used to be able to do that, but ever since those terrible Transit TV segments, I find it hard to even read for leisure when those things are up full volume. How are people supposed to be productive while on their commute with those stupid things?
I hate those TVs…I plan on launching a war against them!