We got locals back on board with public transport.
Like many other public transportation companies, Lebanon Transit (LT) was struggling to find effective ways to grow and nurture its ridership. Recognizing the opportunity to create better connections with the community, Merit helped LT redefine the way LT talked about public transportation, starting with the real people that rely on it every day.
Market Reality
The overwhelming perception of public transportation is that people only use it out of necessity. Merit saw an opportunity to change this perception and find a better way for LT to connect with its current – and potential – riders.
Market Opportunity
Within the ecosystem of LT riders, stories exist that transcend the trip itself. Merit helped LT communicate those stories, connecting them with LT’s audience on a more meaningful level.
Invention Strategy
By leading with real stories, we heard the real reasons why people use LT: to save money, connect with the community, and reclaim some free time. These reasons to ride resonated with LT’s audiences, including riders, drivers and community partners. LT redefined the public transportation experience, and carved out a unique space to own in a cookie-cutter market.
RELATED
INSIGHTS
What is Market Invention?
It's the new era of marketing.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.
The Confidence Market
Thanks to COVID-19, we're all relearning how to do the things we were once experts at. Fast learners know that confidence makes all the difference.
COGNITIVELY COVID: The CEO Guide to Fear
Invention can save us all, but fear is invention’s nemesis. Fear hits you in the survival gut when you’re white-knuckling through rapidly changing, uncontrollable circumstances (like now) and you’re paralyzed by the next minute.
COGNITIVELY COVID: The CEO Guide to Denial
Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.
COGNITIVELY COVID: The CEO Guide to Acting Fast
You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself.
The 10 Truths of the COVID-19 CEO
At this point, many of us have been on lockdown for at least eight weeks—and during that time, COVID-19 has left its mark on nearly every sector. In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.
