Presentation delivered at the Pennsylvania Parking Association conference in May 2019.

1. Effective
Marketing for
Your Mobile
Parking App
May 10, 2019
Jeff Perkins, CMO

3. 42 Billion Minutes
PEOPLE HAVE PAID FOR
OF PARKING USING THE PARKMOBILE APP

4. 4
13 Million+
USERS NATIONWIDE
400+
CITIES &
MUNICIPALITIES
125+
UNIVERSITIES
20+
AIRPORTS
8 Million+
MONTHLY
TRANSACTIONS
41
OF THE TOP 100
CITIES
• Ranked #3 in the Navigation category of the app store only behind
Waze and Google Maps
• Adopted by over 1 in 18 U.S. drivers
• 27% of users engage with the app as they travel to different markets
PARKMOBILE BY THE NUMBERS

5. 5
ParkMobile Footprint in Pennsylvania
• Conshohocken
• Doylestown
• Harrisburg
• Jenkintown
• Lancaster
• Lansdale
• Lebanon
• Lower Merion
• Mt. Lebanon
• New Hope
• Philadelphia
• Pittsburgh
• Pottstown
• State College
• Stroudsburg
• Temple University
• York
Philadelphia

9. @jeffperkins8 #DSO15

11. 11
If you build it, will they come?

12. 12
People who have used a mobile app to pay for parking,
generally prefer it…
Source: Parking Behavior Survey, September 2018: What is your preferred method of paying for parking?
Calling an 800 number
Other (please specify)
Paying an attendant
Cash/coins at a meter
Credit card at a meter or kisok
Mobile app
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
76%
Prefer to pay for
parking with a
mobile app to other
methods

13. 13
100% - I pay with an app every time I park
75% - I pay with an app most of the time
50% - I pay with an app half of the time
25% - I don't pay with an app very often
0% - I almost never pay with an app
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
…And pay with the app most of the time.
Source: Parking Behavior Survey, September 2018: How often do you pay for parking with an app versus paying at a meter or kiosk?
81%
Pay for parking
with a mobile
app at least half
of the time

14. 14
Not using the app is usually caused by situations where the
app is not accepted
Source: Parking Behavior Survey, September 2018: What is the main reason you would NOT pay with an app, but would pay at the meter or kiosk?
Sometimes I just prefer to pay at the meter
I get nervous paying with the app and I worry
that I will get a ticket
Other (please specify)
I did not have the correct parking app on my
phone and I didn't want to download a new one
Paying at the meter was less expensive
My app was not working at the time
Paying by app was not accepted at the location
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15. 15
17 or younger
18-20
21-29
30-39
40-49
50-59
60 or older
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mobile Parking Apps are not just for “young people” anymore
Source: Parking Behavior Survey, September 2018: What is your age?
38%
of mobile app
users are 50+

16. 16
An effective marketing program can…
Drive more app utilization
Improve compliance
Increase revenue
Create a better parking experience
Reduce capital expenses
associated with hardware

17. Tips for Effective Marketing

18. 18
1. High Impact Signage

19. 19
Anatomy of good signage
No Smartphone?
877-727-5714
Get the ParkMobile app to
pay for parking on-the-go.
51106
zone#
Pay by App
Parking Parking Zone #
12345
PAY ON-THE-GO
No Smartphone? Call 877-727-5303
www.meterup.org
Download the
meterUP app
®
LESS IS MORE
For white labels,
highlight that
ParkMobile is
accepted
Large zone number
Prominent app
branding

20. 20
Prominence

21. 21
Signs and stickers last a long time, but not forever.

22. 22
Monitor signs/stickers and replace when necessary!

23. 23
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
2018-08 2018-09 2018-10 2018-11 2018-12 2019-01 2019-02 2019-03 2019-04
Newark Transactions
Impact of New Signage: Newark
New signage installed
52%
increase

24. 24
Impact of New Signage: Atlanta
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
2016-052016-062016-072016-082016-092016-102016-112016-122017-012017-022017-032017-042017-052017-062017-072017-082017-092017-102017-112017-122018-012018-022018-032018-042018-052018-062018-072018-082018-092018-102018-112018-122019-012019-022019-032019-04
Atlanta Transactions
New signage installed
288%
increase

25. 25
2. Local Media

26. 26
Media Coverage
Strong local press coverage is a great way to inexpensively spread the word
and build awareness.

27. 27
How to work with local media
• Keep an updated list of local media contacts for TV, radio, newspaper and
web.
• Issue a press release and send it to the contact lists
• Be available for interviews with local reporters
• Tag local media when posting news to social channels
• Offer exclusivity to one outlet

28. 28
What if there’s a negative story?

29. 29
“Not available for comment”
is a bad strategy.

30. 30
Tips for dealing with a negative news story
• Issue a statement or do an interview with your side of the story
• If there is a specific issue with a customer, don’t blame that customer
• Show how you are working to resolve the issue in a fair way
• Reach out to the reporter after the issue is resolved to ask for a follow up
story
• If the story is really bad, engage a crisis communication firm to help

31. 31
3. Advertising & Promotion

32. 32
Local Advertising
• Local media outlets offer opportunities to promote your mobile parking app to
a wide audience.
ParkMobile featured on the local
TV show “Atlanta Eats”.
Sponsoring traffic and weather
on local radio.

33. 33
Promotions
• Special promotions for parking in the city can help drive
first-time users

34. 34
4. Digital Presence

35. 35
Where’s the best place to hide
a dead body?

36. 36
Page 2 of the Google Search results!

37. 37
Everything starts with Google
3.5 Billion
web searches
every day
93%
searches are done
through Google

38. 38
Strong search results start with a well optimized website

39. 39
Google Tools
https://ads.google.com/home/tools/keyword-planner/

40. 40
Don’t Send People on an Archeological Dig
Through Your site

41. 41
Keep it “Above the Fold”
Heatmaps show most
people don’t make it
down the page

42. 42
Website Prominence
Look for high
profile locations to
promote the app
“above the fold”

43. 43
Minneapolis Parking Website
Spotlight banner
on the homepage

44. 44
Burlington Parking Website
Featuring ParkMobile
video demo on website

45. 45
Website Resources

46. 46
Download any ParkMobile Demo to Embed on Your Site
Download or embed
any ParkMobile video
on your parking site
https://vimeo.com/parkmobile

47. 47
5. Face-to-Face Interactions

48. 48
Street Teams
• Find places where you can
distribute information and talk to
consumers
• Farmers Markets
• 5K runs
• Arts and Food Festivals
• Outdoor concerts
• Distribute wallet cards and
premium items
• Work with local retailers on
promotions

49. 49

50. 50
Promotion in Municipal Offices
• Hundreds of people visit
municipal offices every day
• Make sure you have collateral,
signage and premium items
around for visitors
• Train the people who work
directly with visitors to the
municipal office to promote the
app and distribute literature

51. 51
6. User Engagement

52. 52
Email Helps You Stay Top of Mind

53. 53
Effective Use of Email
Market launches
Expansion into new areas
Promotions
Product enhancements
Traffic alerts
Weather updates
Satisfaction surveys

54. 54
Geo-Targeting
• Push geo-fenced messages
around the city and airport to
target visitors coming into
town who already have the
app on their phone. Geo-
targeted messages will let
people know that they can
use the ParkMobile app all
around the city.

55. 55
In-App Messaging
• Push high impact in-app messages to our users to provide information and
drive behavior. These messages are triggered by defined user behaviors.
This tactic can be used to communicate a variety of topics – alerts,
promotions, events, etc.

56. 56
7. Social Media

57. 57
Social Media
35K+ FANS 33K+ FOLLOWERS 2400+ FOLLOWERS
• Social media can be an effective channel to promote your parking program,
distribute information and engage with users.

58. 58
You won’t win a fight on
social media

59. 59
What to do when people complain on social media?
• Be responsive – Try to respond within the
hour (during business hours)
• Show empathy – “I understand that can be
very frustrating.”
• Try to help – “Let me look into the problem
for you”
• Take the issue offline – “DM us so we can
continue this discussion”
• See the issue through to resolution

60. 60
7 Tips for Effective Marketing
Effective Signage
Local Media
Advertising & Promotions
Digital Presence
1
2
3
4
5
6
7
Face-to-Face Interactions
User Engagement
Social Media

61. 61
If you build it… and you market it
they will come.

62. THANK YOU!
Jeff Perkins, CMO
ParkMobile
jeff.perkins@parkmobile.io
linkedin.com/in/jeffperkins1
404-219-4720