Category: Business

Metra finally updates its marketing strategy

February 27, 2013 / / 6 Comments

Photo of a new billboard by John Greenfield. 

My Streetsblog Chicago partner John Greenfield writes about Metra’s new push to get more riders: free tickets.

The transit agency will be giving away two free tickets to any destination in the system to 500 people per week for fourteen weeks – a total of 14,000 tickets, good for the next 90 days. The recipients, who must be 18 or over, will be randomly chosen from those who register at MetraRail.com/TestDrive.

While there doesn’t seem to be any method for preventing current Metra riders from scoring free tickets, the hope is that the lion’s share of the winners will be newbies. To promote the giveaway to people who currently commute by car, the agency is spending roughly $390,000 on marketing, including billboards visible from expressways and radio spots in English and Spanish following traffic reports and gas price updates, as well as Internet advertising. The billboards emphasize the financial, time-saving and relaxation benefits of making the switch.

It’s about time that Metra got serious with its marketing and used messages that actually sell the service. Focusing on the kind of marketing that actually convinces customers – of any product or service – is the right move. That focus? Our product costs less than the alternative.

Metra’s current marketing consists of boring-looking billboards on its tracks as they cross expressways with things like, “Fly to work”, “We’re on time, are you?”, and “Easy come, easy go” (what does that even mean?).

There was no call to action, and no information for drivers to respond to immediately (or when their call is stuck in bumper to bumper traffic).

An example billboard over the Kennedy Expressway, south of Grand Avenue. This sign says “Easy come, easy go”. 

TV shows can’t fool me with their inaccurate train portrayals

January 14, 2013 / / 14 Comments

I have an idea. I have a TV show that takes place in New York City. I need to film a scene on the subway. So I use the closest subway… Los Angeles Metro.

Oh, and I’ll place “NYC Subway” signs on the walls (replete with graffiti).

No one will see the red stripes all over the place indicating this is the Red Line.

When you live in those cities, or you’re just enough of a railfan to see the difference, it becomes annoying and makes you despise the TV show you like.

On this particular show, they show footage actually taken in New York City to show the subway entrance. Some stock footage I guess.

That show was “Don’t Trust the B**** in Apt. 23“. The other filmed product that got it all wrong was “The Bourne Legacy”. It partially takes place in some bastardization of Chicago. In this movie, which stars Jeremy Renner instead of Matt Damon, the director depicted the Chicago ‘L’ while showing footage of a New York City elevated train. How could one tell? Nowhere in Chicago are there two parallel tracks, with one above the other. Nor are the elevated tracks that high above the street, nor do they use curved elevated columns. This happens about 50 minutes in. Immediately before this fake scene is shown, you’ll see aerial footage of the real Chicago ‘L’. This lasts for 4 seconds.

Real Chicago ‘L’.

Stand-in Chicago ‘L’. 

I don’t want to call this “disingenuous” (but I think it is) and TV show producers aren’t required to film exactly where they portray; these “stand ins” are probably for budgetary reasons. I don’t think it harms a city’s brand or image. I just get annoyed: the show becomes less believable. Maybe I know too much about cities.

Film crews get tax breaks in lots of cities and states in the United States and Canada. If I were the city’s film office manager, or the city’s lobbyist or brand manager, I’d want it to be portrayed accurately.

New Honda commercial tells people it’s okay to drive their car while sleepy

October 31, 2012 / / 10 Comments

Eff you, Honda.

Partial transcript:

We know you.

[Shows guy yawning.]

We know you have to rise early and work late.

[Shows someone drinking coffee. Shows “Lane Departure Warning” signal and an obscured person driving on a rural road driving their Honda Accord in the opposite direction lane, then swerving back into the correct lane.]

With not enough sleep in between.

[Shows hands of driver moving the steering wheel to maneuver the car back into the correct lane with driver’s shoulders moving dramatically to either show that the steering wheel had to be yanked or that he’s shrugging off the moment.]

The rest of the commercial shows different features and makes stupid comments about your needs and desires.

It’s not okay to drive in that condition.

Customer reviews for my bike map app

July 15, 2012 / / 0 Comments

Only reviews left for the current version are displayed on the iTunes Preview page, and the default view of the iTunes Store. 

I’m appreciative of the two reviews people have left for my app – it’s a bike map for Chicago stored in your phone, download in iTunes. Their positivity and the slight increase in sales this past week has increased the ranking of my app. I don’t know what the ranking means.

When my app first ranked, in its Reference category, it was 385, then 289, and now stands at 315. I’m not sure on what factors the ranking is based, but I’ve gathered some clues from other bloggers:

[In addition to the number of downloads, other] factors play into the ranking equation such as how long the app is opened as the active app and how often the app is opened.

There’s no mention of reviews on that page, but I found another article that mentions more ways to improve your app, which includes having positive reviews. (Another factor it mentions is frequently updating the app.)

I’d like to hear from my app’s users what their feedback is before they leave a review in the iTunes Store. I can address issues directly with users and discuss how they can (or cannot) be incorporated in a future update to the app. You can send your feedback to me, and your love to the app store. (A major downside of the customer reviews process in the iTunes Store is the inability for the developer to respond.)

My app’s received two reviews (both 5 stars!) so far:

Saw this app being discussed on Twitter and thought I’d check it out. So, on the hottest day of 2012, I jumped on my bike and rode around my area checking out the apps features. Color me impressed! I rode to a few areas that I was not over familiar with and activated the app to peruse my options via my bike (or CTA). I look forward to using this on my far south/far north bikiing adventures soon!

The first reviews about the first version:

Would be great if it could locate on the map with GPS. Also if it could zoom out more. These bike lanes have come a long way recently. There are some really nice new places to ride like the cycle track on Kinzie. But there are also some old routes out there that are great biking such as the Boulevard System (Humboldt, Logan, Palmer Sq) that you could show on your map. And it says it supports German, but it is in English 🙂

The part about my app being available in German was true for v0.1, but I’ve fixed that for v0.2. If you’re going to leave a review, I’d like to leave you with this advice, for I feel it makes for a constructive review:

  1. Describe what is good about the app, and what you like about the app.
  2. Describe how you’ve used the app.
  3. Suggest ways the app could improve.

This was what the first version looked like. It wasn’t very good. 

The seventh day wasn’t a day for rest, it was a day to sell bicycles

July 1, 2012 / / 0 Comments

You won’t find this chopper bike at any shop. Photo by Seth Anderson. 

A friend of mine works in a local bike shop (read: not a chain store, not a department store) so I get to hear stories about the kinds of bikes people bring in for repair, and when he sells someone a brand new, or new used bike. It’s cool to hear about people getting on bikes again, or replacing their own in decent condition with a new one that runs smoother and perhaps a little faster.

I sent my friend this text message today:

And on Day Seven, God created the local bike shop and said, “Get thine brothers and sisters on bicycles”.

I later added that it wasn’t God who created “Mart bikes” (the bikes sold at Target, Walmart, and other department stores with names like Magna and Roadmaster). Satan created these hunks of junk. Their main attraction is their $89 price with 1 penny shipping. But to make a bike that cheap, every corner has been cut. It will rust faster, break down faster, become disabled faster. Unfortunately, this is not intuitive or well-known to potential buyers of these machines.

And as my bike shop friend tells me, they usually cannot be fixed. They use proprietary parts, or will cost so much to fix, the person could get a used bike from the shop!

Other shortcomings of “Mart bikes”: no one is at the store to help find one the right size, or fit the brake levers, seat post height, or saddle angle to your body. Bikes are misassembled. My friend told me that a customer came in with a brand new “Mart bike” and asked the shop to make sure it was assembled correctly.

If you’re in Logan Square, I know some great bike shops: The Bike Lane (2130 N Milwaukee) and Boulevard Bikes (2535 N Kedzie).

N.B. I’d prefer that department stores don’t sell bicycles. I’ve thought of a few ways to change situation and ensure people ride quality bicycles that they enjoy. Riding a bicycle that later breaks down discourages some riders from correcting the issue, thus stopping them from riding a bike again. One of those ways is to hire a local bike shop to staff the bike department in the store on weekends (and sales would only occur on weekends). The staff would find the right bike for the buyer, and fit the bike to the buyer. Another idea is to ban certain kinds of stores from selling bicycles unless they meet certain requirements, like bikes were assembled by a certified bike mechanic.