The return of Bus SA’s conference resulted in a different approach, calling in external experts to discuss how to better market the bus and coach industry
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Sputnik was one of three key speakers at the Bus SA conference’s branding break down
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Peak body Bus SA’s first annual conference since 2019 has taken an intriguing turn as the discussion focused primarily on innovative ways to brand the bus and coach industry to attract more skilled workers.
Held at Adelaide’s National Wine Centre, the picturesque venue played host to an opening session solely devoted to an external viewpoint of how branding and marketing could reinvigorate the bus sector.
Opening the day was advertising and media personality Sputnik. His advertising creative experience ranges from ABC Radio to many brands across a variety of industries.
His presentation centred on the bus industry’s need to focus on its product, price and place within the market before it can then capitalise with concise promotion.
“The key part of all of this is to think of the people,” he says.
“It’s always about the people.”
Following Sputnik was marketing expert Tarnia Conti, who used her extensive experience in the field to discuss the technical ways that bus companies and suppliers could use marketing concepts to rethink how the bus industry is presented.
She says that using the example of aviation could be enticing, with the idea of creating themes or experiences that go beyond a usual bus service critical to this change.
Last in this session was human relations and mental health expert Jo Marshall, who discussed the need to commit to people, both in the company and the passengers using public transport services.
She says the cost of disengagement from an employee can cost up to 34 per cent of their salary, making employee branding more important than customer reviews.
The middle session of the day veered towards usual proceedings, with South Australian transport and infrastructure minister Tom Koutsantonis presenting what the state government is working on for the local bus industry.
“I can assure you that your voices are being heard through this association,” Koutsantonis told the packed room.
“We need a collaborative approach with the industry find the answers to a consistent zero-emissions transition and a more extensive network.”
Following the minister was shadow transport and infrastructure minister Vincent Tarzia, who stressed the need to rethink the irregular intra-regional service from Mount Gambier to Adelaide.
The day then shifted from the department of education, who fielded questions on their current school bus work, to the emissions challenge, with Phil Agnew from the department for infrastructure and transport breaking down the state’s vision for a zero-emissions future.
Scania’s Julian Gurney discussed how the brand has so far provided hybrid electric bus models to the state and implemented this cleaner vehicle, while BIC Executive Director Roz Chivers talked about what BIC is doing with zero-emissions bus advisories before providing a national and industrial update.
To wrap up the event, key Bus SA leaders Lauran Huefner and Andrea Overall closed with discussions on government relations and the BusSAfe student safety program.
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