Robert Pressl, FGM AMOR, „Edukacyjne i marketingowe działania zarządzania mobilnością”

1. Marketing and
mobility management
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

2. Wim , Groningen
Lukas, Zürch
3 - 4 Trips
3 - 4 Trips
1 - 2 Activities
1 - 2 Activities
1 – 1,5h Time in transport 1 – 1,5h Time in transport
300
380
Fuel consumption / person / year
Marketing and
Stadtverkehr mobility
Robert Pressl
Petros, Nicosia
Barbara, Bochum
3 - 4 Trips
1 - 2 Activities
1 – 1,5h Time in transport
3 - 4 Trips
1 - 2 Activities
1 – 1,5h Time in transport
1480
1010
Source: FGM 2010
management
Robert Pressl

3. Mobility is something to be influenced
Walk
Bicycle
PT
Car
Groningen
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

4. Mobility is something to be influenced
Walk
Bicycle
PT
Car
Zürich
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

5. Mobility is something to be influenced
Walk
Bicycle
PT
Car
Bochum
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

6. Mobility is something to be influenced
Walk
Bicycle
PT
Car
Nicosia
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

7. Mobility is something to be influenced
Walk
Bicycle
PT
Car
Groningen
Marketing and
Stadtverkehr mobility
Robert Pressl
Zürich
management
Bochum
Nicosia
Robert Pressl

8. Modal choice by population groups
for all trips per year of all inhabitants of Graz in 2004
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

9. Modal choice by population groups
for all trips per year of all inhabitants of Graz in 2004
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

10. Modal choice by population groups
for all trips per year of all inhabitants of Graz in 2004
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

11. Politicians as role models
www.thesun.co.uk
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

12. Modal choice by population groups
for all trips per year of all inhabitants of Graz in 2004
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

13. "A man who, beyond the age of 26,
finds himself on a bus can count
himself as a failure".
Margaret Thatcher, 1986
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

14. "I can't support bike lanes. How many
people are riding outside today? We don't
live in Florida. We don't have 12 months a
year to ride on our bikes. And what I
compare bike lanes to is swimming with
the sharks, sooner or later you are going to
get bitten. And every year we have dozens
of people that get hit by cars or trucks.
Well, no wonder! Roads are built for buses,
cars and trucks, not for people on bikes.
My heart bleeds for them when someone
gets killed, but it is their own fault at the
end of the day."
Rob Ford, newly elected Mayor of Toronto,
speaking to City Council in 2007"
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

15. What do we have to do for politicians?
They have to be convinced to make a decision! Parallel
investment for all means of transport won‘t bring a modal
shift. Therefore they need:
• Social benefit: to implement something that is of
use to the citizens
• Role models of politicians who had political success with
support of sustainable transport solutions: e.g. London
(UK), Freiburg, Munich (DE), Strassbourg (FR) etc.
• Image: to be popular
• Attention: to have a good story
• Information (interdependencies on impacts, effects and
duration of effects )
• Personal benefit – to be re-elected!
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

16. Other role models
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

17. Or kinds of
Cycle chic
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

18. Marketing for cycling
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

19. Sculptures and art
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

20. Work with positive images and show desired situations!
How do we want our cities?
So?
Marketing and
Stadtverkehr mobility
Robert Pressl
Or so?
management
Robert Pressl

21. Work with positive images and show desired situations!
How do we want our cities?
So?
Marketing and
Stadtverkehr mobility
Robert Pressl
Or so?
management
Robert Pressl

22. Work with positive images and show desired situations!
How do we want our cities?
So?
Marketing and
Stadtverkehr mobility
Robert Pressl
Or so?
management
Robert Pressl

23. Work with positive images and show desired situations!
How do we want our cities?
So?
Marketing and
Stadtverkehr mobility
Robert Pressl
Or so?
management
Robert Pressl

24. A city with great public life
changes from car dominance to active travel
“If you can make it here,
you’ll make it anywhere”
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

25. A children friendly city is a liveable city for everybody
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

26. So let’s make
Happy Children
to our main criteria for liveable and sustainable smart
cities!
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

27. In the end – what
do we prefer?
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

28. In the end – what
do we prefer?
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

29. Transport Learning
8 training modules
8 international transport experts (trainers)
Download written materials & slides in Polish
Watch presentations from the trainers!
at: http://transportlearning.net/
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

30. Training module
Photo: Carlton Reid
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

31. Training module
Photo: Stockxpert
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

32. “A good city is like a good party –
people stay much longer than really necessary
because they are enjoying themselves”
Jan Gehl
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl

33. Many thanks
Robert Pressl
Forschungsgesellschaft Mobilität
FGM-AMOR
Austrian Mobility Research
pressl@fgm.at
Marketing and
Stadtverkehr mobility
Robert Pressl
management
Robert Pressl