MODIFYING
CUSTOMER BEHAVIOR
How to drive MetroCard sales from the station booth to more cost-effective outside outlets? Create collectible products for sale only at the latter.
Customers not only changed their fare-buying behavior but wound up liking these special MetroCards so much, the farecards were never redeemed for rides, earning the MTA millions.
I'm especially proud of the ecumenical December Holidays MetroCard that ironically was too far ahead of its time to ultimately be issued.
Winner of the industry's Grand Prize in transportation marketing.
How to encourage the transition from the subway token to MetroCard among customers nervous about taking out their wallets in the dangerous subway environment of the era?
Develop uniquely branded cardholders so alluring -- with the back image (on the basic model) dramatically revealed upon removal of the inserted MetroCard --
they became money-makers in their own right.
Winner of the industry's First Prize in transportation marketing.
MetroCard Specials and cardholders didn't require much marketing, because they flew off the shelves, but I did put out posters and a catalog -- which also became collectibles.
