HR Strategy Paper

Video Investigation 4 – BoltBus – chapter 16

BoltBus is Greyhound’s curbside, express bus service. BoltBus operates primarily in the Northeast between major hubs, with some other service in the Northwest. This clip covers how BoltBus reaches its target markets through advertising, promotion, and social media.

You can stream the video HERE

Who does BoltBus consider to be its core consumers? How does the company use that knowledge to decide how they market BoltBus?

College students and a younger crowd. They strive for urban educated and the adventurous. Primarily based on young professionals and young family dynamics.

They use this knowledge to advertise to this target being as since that generation is based on technology they use lots of media and social networking to get their message across, after this word of mouth follows and builds it exponentially.

They target price buys and those who don’t have much money to spend but want an easy and reliable option for traveling to new destinations.

Which type of product advertising does BoltBus use?

They are advertising a fun enjoyable, and affordable ride. Upgrading with power, Wi-Fi and extra leg room trying to make the simulation of a southwest airlines type of approach. For this they use electronic advertising because it is cheap and easily accessible. And very arguably the future for the generations that are going to be the largest portion of the market moving forward.

Does BoltBus use consumer sales promotion? If so, what is the primary promotion they use?

Yes, word of mouth and online reviews are very important in their advertising process. Since their marketing budget is set they have to find ways to get create like this. They have created Facebook, YouTube, and twitter accounts for the customers to review and suggest improvements. With the strong customer relations ship they get good feedback as the upcoming generation loves social media and to have an opinion this is a very effective method for this company to use considering their primary target market.