kampaaniast edasi
[loe sissejuhatust foorumist http://www.biker.ee/phpbb/viewtopic.php?t=12158]
Niisiis kampaania. Ühe asja olen ma oma väikesesse karvasesse peasse pidama saanud, see on teadmine, et asju (eriti suuremaid) tuleks teha ratsionaalse kaalutluse kaudu, mitte uisapäisa ja lootes, et kõik kuidagi ikka sujub ja ehk ka õnnestub. Seega, me peaksime kampaaniale lähenema ratsionaalselt ja süsteemselt. (Ma juba oma foorumi-kirjas mainisin, et kampaaniast hakkab saama kampaania siis, kui on üks ja konkreetne juht, kes seda veab ja tahab oma aega selle peale kulutada. See selleks, räägime kampaaniast endast).
Me peaksime alustama olukorra kaardistamisest ehk uurima, mida on üldse vaja muuta, milline on praegune olukord, trendid jne jms. Mari sai natuke infi Maanteeametist, see oleks alguseks hää, aga kindlasti läheb veel vaja. Fakt on see, et me ise ei suuda nagunii mingit uuringut läbi viia, seetõttu peame kasutama teiste tehtud uuringuid. Võibolla annab midagi veel välja uurida maanteeametilt, sellega peaks tegelema. Aga veelgi huvitavam oleks, kui võtaksime ühendust teiste riikide mootorratturite ühingutega. Neil on kindlasti andmeid nii erinevate trendide, olukordade jm kohta, aga mis veelgi olulisem, info nende poolt läbi viidud kampaaniate kohta. Ehk siis õpiksime teiste vigadest ja võtame üle teiste häid kogemusi.
Teiseks, kampaania planeerimine ehk eesmärkide ja vahe-eesmärkide ning nende saavutamise vahendite ja tegevuste kaardistamine. Meie tegevus peab olema selge, konkreetne, efektiivne, samas peame suhtuma realistlikult kasutada olevatesse ressurssidesse. Kõik see kõlab päris keeruliselt ja kohutavalt, seega ilmselgelt ei ole alguses midagi suurt ja koledat ette võtta, pigem alustada millegi väiksema ja selgemaga.
Siis järgneb elluviimine ehk kampaania ise ning seejärel tulemuste hindamine. Hindamisest niipalju, et juba planeerides tuleb eesmärgid seada sellised, et tulemus oleks kuidagi mõõdetav-hinnatav (olgu see siis liiklusstatistika muutumine, muutus arvamusküsitlustes enne ja pärast kampaaniat vms).
Heidaks nüüd pilgu sellele, mida on räägitud. Kohe alguses läks arutelus kampaania kaheks: autojuhtidele suunatud (“Näe tsiklit”) ja tsiklistidele suunatud (helkurvest vms).
Kõigepealt minu arvamus sihtgruppidest. Praeguses seisus arvan ma, et me peame tegelema tsiklistidega, mitte autojuhtidega. Miks? Aga vaadakem asjale sohvri seisukohast. Kas teda vähimalgi määral huvitab mingi tsiklite säästmise kampaania? EI! Miks? Kui ta tsiklit üldse liikluses näeb, siis on see ridade vahel ja nokka rebiv baik või foori taga sumpadeta röökiv kroom, rolludest ma ei räägigi. Üldine foon on suht negatiivne (just linnas minu arvates). Tsiklisti pigem kirutakse ja nähakse ülburi, mitte ohvrina. Kampaania “Näe tsiklit” töötab vaid siis, kui me saame end näidata ohustatuna, ohvrina, aga praegune üldine kuvand sellist pilti mu arust küll tsiklisti koha ei peegelda.
Teisest küljest, vaadakem Mari saadud statistikat. “60% mootorratturite osalusel asetleidnud liiklusõnnetustest on põhjustatud mootorratturite endi valest käitumisest.” Ehk siis suuremat efekti saame, kui tegutseme tsiklistidega. Kindlasti hoolime ise endast rohkem ja oleme nõus selle nimel rohkem tegema kui Vova Ford Sierraga, rääkimata sellest, et muutes tsiklistide käitumist teeme kõige rohkem ära liiklusstatistika muutmises. Samas ei heidaks ma autojuhte täiesti kõrvale, sellest aga allpool.
Niisiis tsiklistid. Niisiis helkurvestid. Ma olen ise vesti kasutaja ja pean ütlema, et need toimivad väga hästi. Tegemist on kindlasti liiklusohutust suurendavate esemetega. Samas on tal ka loomulikult miinuseid. Näiteks maksumus: me ise vaevalt et leiame sponsori, kes on nõus laiali jagama ütleme 4000 vesti üle vabariigi. Nii et mootorrattur peab selle ise ostma. Kuidas teha selgeks, et ta seda ostaks, maksab ju vest märksa rohkem kui helkur ja seda pole ka igast säästukast saada? Ehk oleks lahendiks mingi ärimehe poolt tekitatud kampaaniahind? Teiseks, kuidas seletada keskmisele baikerile/kroomivennale, et ta ei saagi ilmarahvale näidata oma liibuvat punast Dainese kombet/ehtsat Harley nahkvesti ja peab kandma hoopis mingit lohmakat vesti nagu [PIIKS]-[PIIKS]-[PIIKS]? Siin vist internetibännerist ja kleepsust ei piisa. Nii et mõtlemisainet jagub. On ju kampaanial mõtet vaid siis, kui sellega läheb kergelt kaasa võimalikult suur osakaal sihtgrupist.
Samas aga… tsitaat Mari poolt saadetust: “Probleemideks ülisuur kiirus, kaldumine vastassuunavööndisse, sõelumine, ristmikureeglite eiramine, lisa sõidurea tekitamine laiemal teel, joobes juhtimine, ka oskamatus arvestada teistest liiklejatest tulenevaid ohtusid. Peaaegu iga teine rattal sõites kannatada saanu ei kanna kiivrit.”
Lugupeetavad! Me peaksime praegu arutama hoopis kampaaniat “Mootorratuur, kanna kiivrit!” Tegelt, tõsiselt rääkides, probleeme on tsiklistidega rohkem kui küll. Näiteks me peaksime sisse lülituma järgmisse Maanteeameti kiirusületamise-kampaaniasse ja roolijoodikluse kampaaniasse. Me peaksime selgitama, kas ja kuidas võib ridade vahel sõita, me peaksime korraldama ohutu sõidu kursusi a la Motosurvival jne jms. Vaid ühe probleemiga tegelemine ei anna suurt midagi. Siit areneb lennukas mõte edasi: ühendamaks ühe sihtgrupi jaoks olulisi teemasid on mõttekas luua väljamaakeelne asi Corporative Brand ehk tuleks luua suurem üldine kuvand, mille all annaks läbi viia erinevaid kampaaniaid ja üritusi. Kui on juba selline natuke tuntum CB, saaks rääkida ka kampaania korraldamisest autojuhtidele või lihtsalt üldist fooni tekitavatest kleepsudest autodel (“märka tsiklit” oleks siin juba omal kohal).
Kuhu ma siis tahan välja jõuda: et meie jõupingutus ühekordse kampaania tegemisel ei jookseks kaduvikku, peaks seda kampaaniat tegema corporative brand’i “Eesti Mootorratturite Ühing”. Ehk peaks asutama tsikliste ühendava katusorganisatsiooni, kel oleks kaalu ja jaksu meie kõigi eest seista ja kõiki esindada.
Loomulikult ei teki selline autoriteet kolme nädalaga ja selle ühinguga tuleb rohkelt vaeva näha. Samuti on selline katse kord juba tehtud ja läks juba eos lörri. Aga võib veel proovida. Loomulikult ei loo ma illusioone, et kõik kaherattaliste tarbijad hakkavad vaimustusest kiljuma, liikmeid tuleb nagu raba ja liikmemaksu sisse võib ära uppuda. Eestlase loomust natuke tundvana eeldan ma pigem ignoreerimist, irvitamist ja seletusi teemal “kui mõttetu kõik see on”, “Mind te ju nagunii ei esinda” “tahan üksi olla”, “Peded” jms.
Aga igatahes ütlesin ma selle nüüd välja. Suhtuge sellesse kuidas soovite, aga andke teada, kuidas suhtute. Loomulikult olen jätkuvalt igati nõus abistama ka lihtsalt ühekordse kampaania läbiviimisega, mõtteid mul jagub ka selleks.
posted by sang @ 12.10.05
12 Comments:
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