Promoting Car Clubs in Bristol: Market Analysis & Strategic Objectives
Discover the potential of the UK car club industry in Bristol through market analysis and smart objectives. Learn about the rising trend in mobility services and the shift towards shared transportation options. Explore strategies to boost awareness, engage audiences, and increase subscriptions through targeted marketing campaigns using data analytics and social media platforms.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
DIGITAL MARKETING COMMUNICATION Coursecode: UMKDMQ-15-3 Student Number: TRAVELWEST PROMOTING CAR CLUBS IN BRISTOL Campaign Name: Swipe to unlock Bristol
MARKET ANALYSIS & OBJECTIVES OUTLINE OUTLINE TARGET AUDIENCES CREATIVE CONTENT AUDIENCE ATTRACTION METHODS & MEASUREMENTS USE OF DATA
MARKET ANALYSIS The UK sharing economy is growing potentially Future mobility trend is fuelled by 50% of car owners will no longer want to own a car in 2025 28% fewer trips Rising costs of car ownership 22% fall in driver licenses of English aged 17- 20 Youngers are looking for affordable, accessible, sustainable choices of commuting Source: KPMG 2019 Demand 2018 Government Office for Science 2019 Goodwin et al 2018 Rising on-demand for mobility-as-a-service
MARKET ANALYSIS: The UK Car Club Car Club industry is potential Overtake owned cars in Affordable, convenient, accessible & reduce congestion 92% Supported by MaaS mobility trend 2035 Growth of memberships in London by 2020 , however just in an early stage of development only High cost on a regular basis Only used for odd trips 48% of consumers also use traditional car rental service Most consumers are early-adopters 200.000 members of UK car club (2015) Sources: Roe 2017 Frost & Sullivan 2014 Government Office for Science 2019 Carplus 2017 KPMG 2019 Hawkins 2018 John 2016 Levendi 2016
Bristol Car Club increased by 45% subsriptions SMART Objectives ROI: 135-140% 1 2 Boost awareness from warm leads Engage & Retain Direct traffic increases by 60% Social conversation increases by 40% Re-visit increases by 30% Subscriptions for email increase by 35% Specific Specific Measurable Measurable Using Google Analytics, Facebook Insights, Instagram Insights Using Google Analytics & Email host site Ads would be posted during high season of travelling in Bristol Appealing deals/vouchers Placement on most used social media platform, target by geofencing data. Attainable Attainable Push & personalized marketing: SMS, opt-in emails. After Objective 1 is achieved, a group of Qualified Leads would be generated. This group must be closely targeted to form loyal customers. Relevant Relevant Reasonable with the significant growth of car club memberships (97%) Signaling: spend money on innovative ads would attract more customers Time bound Time bound Measure from October to the end of November, when the campaign ends. Measure from June to the end of September, when vacation season ends
TARGET CUSTOMERS Psychology Behavior Do not use car club on regular basis, only odd occasions Mainly use CC for leisure purpose Value convenience the most Most of users (49%) still rely on traditional car rental & other public transportations. Price conscious Mobile-first Technology adopted Heavily use of social media Having social changes towards MaaS services Demographics Both males & females, males are more emphasized. Aged 25-45, youngers tend to use more Well-educated Single person or childless couple Occupations: students or young office workers Middle upper income Do not own a car Geographics Urban, city centers of Bristol/Bath Source: Goodwin et al 2018 Carplus 2014 Carplus 2017 Government Office for Science 2019 Roe 2017 Prieto et al 2017 Purpose to use CC
Content Building Brand Personality: Competence Brand Voice: Innovative, accessible, convenient. Aesthetic color theme: Violet compatible with Drive section on Travelwest site. CREATIVE CREATIVE CONTENT CONTENT Campaign Name/Slogan: Swipe to unlock Bristol Call-to-action: Planning a trip? Swipe and ride! #UnlockBristol #SwipetounlockBristol Sweet Spot Content The target audiences of Car Club mainly use the service for leisure/recreational purpose. As they search for trips on search engine, they would leave customer footprints. Travelwest could recommend trips for users based on their footprints and include location-based data. The Story Innovation: geo- fencing Accessibility & Convenience: only have to swipe for a car Planning on the trips Price conscious Valid & Reliable source Algorithm 1: Travelwest can collect location-based data to calculate the price from customer s real-time location to the travel spot using CC. Algorithm 2: Compare the price between CC and traditional car rental. Algorithm 3: Display how many people are unlocking Bristol using CC.
Part 1 CREATIVE CREATIVE CONTENT CONTENT Large banner showing the advantages of CC for future mobility Appealing deals for users Flat layout Part 2 Trip recommended appears in form of box layout. The boxes include price comparison with real-time car rental & how many people have unlocked this travel spot by swiping for car club When people click one box, a short travel guide would appear. At the end of it, users are asked to search for the nearest CC & choose CC operators. WEBSITE CONTENT DISTRIBUTION LANDING PAGE Part 4 Part 3 How to swipe? Simple infographic on how to rent a car Car club operators & find your nearest car club map Mail subscription box
1. The Theory of Planned Behavior THEORIES THEORIES SUPPORTED SUPPORTED Attitude Users are interested in the content since they have already searched for the trip plan before Subjective Norms Users are then supported with the real-time numbers of how many people have visited using car club Behavior Intention Click on the trip box they want Considering the price Check out the nearest car & car club operator Perceived Behavioral Control Users would consider the action easy to do because of the slogan: Only have to swipe to get a car
Source: Chaiken 1980 2. Message Processing Systematic model THEORIES THEORIES SUPPORTED SUPPORTED High motivation: customers have already searched for trips before Cognitive/Deep processing: consider a lot of information rather than mobility prices. Value reliable sources: customers need to know the real price from their location to the travel spot by using car club 3. Message content Evidence Factual numbers generated from real-time data and geo-fencing data.
AUDIENCE ATTRACTION METHODS Method 1: Facebook ads Showing carousel ads on Facebook about travel spots, including price comparison with car rental Travel spots are recommended using geo- fencing data that customers have searched before Call-to-action: click to lead customers to the landing page Time: June to September (high season of travelling) Method 2: Placing ads on Instagram story Infographic on how car club would help future mobility Increase impression by visual-catching platform (Shaoolian 2017) Call-to-action: swipe up to lead customers to the landing page Time: throughout the campaign
AUDIENCE ATTRACTION METHODS Method 3: Opt-in email marketing (personalized) Recommended trips for specific customers Increase retention, engagement, ROI For example: Recommended trips for Mr. A Time: June September; after September: only send in the weekends Method 4 SMS message for ex-users who do not engage in 6 months Appeal deals/vouchers to retain engagement Source: Connor 2014 Patel 2016
METRICS Click-through rate Social Impression Total Conversion Rate Social Listening (shares & comments) Pay per engagement Social Impression Click-through rate Subscribe/Unsubscribe rate Bounce rate Open rate Click-through rate Direct Traffic Number of sessions Bounce rate Average time on page Data generated & The use of data Customer portfolia database Form a group of qualified leads who engage through Facebook Ads Customers common routes Optimize geo-fencing data for further campaigns Be aware of the future demand on common routes Social Conversation Understand what customers are discussing about the brand.
Thank You Any questions?
REFERENCES 1. Carplus (2017) Carplus annual survey of car clubs 2016/17. London: Carplus. Available from: https://como.org.uk/wp-content/uploads/2018/06/Carplus-Annual-Survey-of-Car-Clubs-2016-17-London.pdf. [Accessed 5 January 2020]. 2. Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology. 39(5), pp. 752 766. [Accessed 5 January 2020] 3. Chatterjee, K., Goodwin, P., Schwanen, T., Clark, B., Jain, J., Melia, S., Stokes, G. (2018). Young people s travel What s changed and why? Review and analysis [online]. MSc, University of the West of England & University of Oxford. Available from: https://uwe-repository.worktribe.com/output/873462. [Accessed 5 January 2020] 4. Demand (2018) ALL CHANGE? The First Report of the Commission on Travel Demand The future of travel demand and the implications for policy and planning. London: Demand. Available from: http://www.demand.ac.uk/wp-content/uploads/2018/04/FutureTravel_report_final.pdf. [Accessed 5 January 2020] 5. Government Office for Science (2019) A time of unprecedented change in the transport system. London: Government Office for Science. Available from: https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/780868/ future_of_mobility_final.pdf. [Accessed 5 January 2020]
REFERENCES 6. Hawkins, A. (2018). Lyft thinks we can end traffic congestion and save $1 trillion by selling our second cars. The Verge [online]. 10 January. Available from: https://www.theverge.com/2018/1/10/16870732/lyft-traffic-congestion-car- ownership-ces-2018 [Accessed 5 January 2020]. John, H. (2016). Join a club that can help drive down the cost of car ownership. The Guardian [online]. 3 October. Available from https://www.theguardian.com/money/2016/oct/03/costs-motoring-car-clubs [Accessed 5 January 2020]. KPMG (2019) Mobility 2030: Transforming the mobility landscape. UK: KPMG. Available from: https://assets.kpmg/content/dam/kpmg/uk/pdf/2019/08/mobility-2030-transforming-the-mobility-landscape.pdf. [Accessed 5 January 2020] Levendi, K. (2016) Car rental club is it cheaper than getting a car?. Available from https://www.thinkmoney.co.uk/news- advice/car-rental-club-is-it-cheaper-than-getting-a-car-0-5895-0.htm. [Accessed 5 January 2020]. 10. Patel, S. (2016). What You Need To Know To Get More ROI From Email Marketing. Forbes [online]. 24 february. Available from: https://www.forbes.com/sites/sujanpatel/2016/02/24/everything-you-need-to-know-to-get-more-roi-from-email- marketing/#77cea71140d8. [Accessed 5 January 2020]. 11. Prieto, M., Baltas, G., and Stan, V. (2017). Car sharing adoption intention in urban areas: What are the key sociodemographic drivers?. Transportation Research Part A: Policy and Practice [online]. 101, pp. [Accessed 5 January 2020] 12. Roe, J. (2017) Exploring an ideal car club design from a user s perspective [online]. MSc, Royal College of Art. Available from: https://pdfs.semanticscholar.org/e7f9/3c2ddd81f1953d61228a3ccac6ead689ceb9.pdf. . [Accessed 5 January 2020] 13. Shaoolian, G. (2017). Is Instagram Advertising The Right Social Media Platform For Your Brand?. Forbes [online]. 13 April. Available from: https://www.forbes.com/sites/gabrielshaoolian/2017/04/13/is-instagram-advertising-the-right-social- media-platform-for-your-brand/#41a0cf512d36. [Accessed 5 January 2020]. 7. 8. 9.
