If 2020 and the pandemic taught us anything, it’s that not everyone has the luxury to move freely and easily. Therefore, companies can’t use a “one size fits all” approach with mobility messaging. It’s critical that businesses across all landscapes have the flexibility to shift from their base models and quickly adapt to the constantly changing times. Otherwise, they risk losing their livelihood.
Take Spin, an electric scooter company owned by Ford that’s in cities around the globe. On its surface, Spin is a ride-sharing service that provides an alternative way of transportation – an ideal way to get around in densely populated areas packed with cars and buses. A simple swipe with your smartphone unlocks a Spin scooter in the app. You pay, and you’re on your way. But how do people without smartphones use Spin successfully?
Enter Spin’s Community Pass pilot program – a program launched that provides hundreds of people facing transportation barriers access to five, 30-minute scooter rides weekly. This allows residents to get to work, the grocery store or a pharmacy with ease, without having to worry about how they’ll arrive at their final destination. It also presents an opportunity for Ford to earn loyal customers once they get back on their feet financially.
Spin is just one example of an organization quickly adapting its mobility model to better serve a more inclusive customer base – and doing a good job communicating this program. Using a mix of owned media through its blog, along with earned media placements with local news outlets and shared media opportunities with the city of Grand Rapids, Spin users quickly claimed 100 passes in the first 24 hours the program was available.
Pratt Miller, a dominant force in professional motorsports, leveraged its own blog to announce the launch of a groundbreaking autonomous, electric robot that roams Grand Rapids’ Gerald R. Ford International Airport and deploys disinfecting materials to fight a multitude of viruses, including COVID-19. When it was time to announce the news in Detroit, earned media placements also helped generate more buzz about this robot.
Speaking of robots, Domino’s Pizza now has robots that deliver pizza to your door. The chain is utilizing all elements of the PESO Model, including paid media with nostalgic advertisements featuring the notable Noid from the 1980s.
Perhaps the biggest shift in the mobility space is with the automotive industry. As it continues to go all-in on electric vehicles, startups like Mobilyze, which bills itself as the “first location analytics and micro-targeting platform built exclusively for the growing EV market,” will gain popularity.
The automotive audience is also shifting from its traditional, mechanical roots to more software and tech-driven vehicles. Mobility is at the intersection of technology and automotive, which brings in a whole new audience of tech professionals and enthusiasts – and companies’ communications need to reflect that. To effectively reach audiences, organizations must incorporate tech messages and outlets, along with digital platforms that reach tech audiences, in their integrated communications program – all while ensuring they don’t lose the automotive message that resonates with core customers and auto enthusiasts.
Many companies are striving for communities to embrace all aspects of mobility. Part of this process is having an effective integrated communications program in place so people know what you’re offering, the value you’re providing and how you’re different from other mobility companies.
Contact us to learn how we can help you keep up with the ever-evolving mobility space today – and for years to come.