The CAIPS Retriever

TTC - a marketing campaign offensive to customers

During my daily commute on the Toronto subway I came across an advertisement that presented the top five reasons for subway delays. The advertisement compelled me into writing this short article.

Here are the top five reasons for delays: blocking doors, holding doors, Mind-the-Gap injuries, litter resulting in track level fires, passenger illness.

Unbelievable, but true - according to the TTC, customers are entirely responsible for delays in the subway schedule. The complete absence of non-customer (e.g. mismanagement) caused delays only reinforces my perception of the message.

An unexpected message, a botched delivery

The tagline, "Do your part. Be safe. Be considerate," reveals the TTC's discontent with customers' less than perfect use of the transit system. Not only is this message offensive but also the way it is communicated is sub par.

Here are a few questions that occur to me when reading the advertisement:

• Why is passenger illness being reprimanded? What is the point of conveying this sort of message: Be considerate; don't fall ill while on the subway?
• What is the practical difference between blocking doors and holding doors?
• On what research (if any) is the ranking based? Good research standards require disclosing at least the period of the research, the size of the sample, the name of the researcher and the name of the sponsor. In the absence of such minimal disclosure, the credibility of the claim is seriously tarnished.
• What percentage of the delays is actually caused by customers? Customer-caused delays might make the top five reasons list, and yet might not constitute an overall majority.
• Why are the concept and design of the campaign executed by the Metropolitan Transportation Authority, New York? Did the TTC run short of advertising agencies?

Advice for the good marketer

• Never offend your customers; treat them with respect and care. They pay your wages.
• Whenever you near the idea that your customers are the main (or even one) obstacle in the way of your business, it is time for a comprehensive review of your business model.
• For the sake of the aforementioned respect and care, always present your findings in a professional manner. Professionalism really makes a difference.