2. Today we will discuss…
Overview of CarJet
Challenges
4P’s
Company goals
Tools & Techniques
Conclusion
Q&A
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3. CarJet
Company profile
Mission
“Provide our customers with the same level of
Low-cost online car rental ethical, responsible and realible shopping here on-
line as they demand (and get) in their off –line
worlds”
Worldwide Presence
Returns & Refunds
.
Present in 57 countries. No penalties
Flexibility
Excellence in service Customer Feedbsck
Website design
Permanent investment in technology Staff feedback
Front-desk Staff Price
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4. Challenges 4Ps
The current new
Marketing 2.0
In the Market, there is a big imbalance between consumption and spending in
terms of online and offline media
5. Challenges 4Ps
The current new
Main Threats
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Competition Increased Costs Customer
• Low cost rental
Retention
agencies • CPC’s for SEM
and Affiliates are • No loyalty
• Cross-Selling “all- increasing platform or
inclusive” rewards program
packages
6. Thecurrent 4P’s
The new new 4Ps
Current status
Personalization Peer-to-peer
•Minimum level of personalization •Peer-to-peer interaction not available
•Long registration process •No presence in socail networks
•“Customer Zone” add little value (Facebook)
Participation Predictive modeling
• No user participation • Not even close (all other Ps lagging
• Reviews done via 3d party web-sites behind)
• Often paid reviews
7. The new 4P’s
Future Vision
Peer-to-peer
Personalization
• Leverage social networks – user interaction
• Login with your Facebook or other social encouraged
network profiles • CarJet community – an environment where people
• Option to personalize the page according to want to share their experience and are rewarded for
your preferences doing so
• Rate user experience on the web-site • New user acquisition is easier through
recommendations via social media
Participation
• User Travel blogs: embedded through LJ, Predictive Modeling
Facebook or own •Ongoing monitoring of the social platforms to
• CarJet online community – CarJet Club understand and predict user trends
(rewards for most popular bloggers i.e. •Anticipate latest changes and adopt them quickly
discounts) •User privacy is taken seriously
• Competitions i.e. Best weekend travel picture.
8. CarJet
Company goals
Increase business by 40% outside the UK
Attract oriented traffic Build loyalty
Web Marketing Research E-surveys
SEM .
Corporate blog
SEO E-CRM program
E-promotions E-commerce
Contextual marketing Mobile marketing
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9. Direct Marketing 2.0
Roadmap
Q1 Q2 Q3 Q4
Markets Online Research
E-Surveys
Web Marketing Research
E-Branding
SEO
Corporate Blogs
Mobile Marketing
E-Product Marketing
SEM
E-Advertising
Contextual Marketing
E-Promotion
E-Quizzes
E-Coupons
E-Audit
E-CRM
E-Commerce
E-Commerce Portal
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10. Attract Oriented Traffic & Build Loyalty
E-research
E-Surveys
• Supporting relationships with customers;
•Access clients’ satisfaction regarding CarJet;
•Defining competitive environment.
Web Marketing Research
•Identify and define marketing opportunities and problems;
•Evaluate marketing actions;
•Impact of CarJet marketing mix decisions regarding customer behavior.
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11. Attract Oriented Traffic
SEM
SEM
Search
Engines
AdWords
Alquiler coches baratos
madrid
Long Tail Keywords
SEM Alquiler coches sevilla
Competition santa justa
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12. Attract Oriented Traffic
SEO
SEO
Search
Engines
Relevance
Afaf
Enhance user experience
Use keywords on the website
Page Rank Popularity Engage with traffic driven
partners
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13. Attract Oriented Traffic
Attract Oriented Traffic
E-promotions
SEO
Phase 3
Phase 2
E-QUIZZES in travel
Phase 1 communities
Travel communities
Rewarded with E-COUPONS
Redirect to Carjet website to do
the purchae
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14. AttractOriented Traffic
Oriented Traffic
AttractMarketing
Contextual
SEO
Keywords Theme
Google
AdSense
Prospect generation for lower cost when compared with traditional media
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15. Attractloyalty
Build Oriented Traffic
Corporate blogs
SEO
Community Leverage brand Rules &
Brand with customer Moderation
Experience satisfaction Censor Comments
Risks
Negative Comments
Insufficient Bloggers
GOAL:
Ratio of 2:1 of good/bad comments
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16. Attractloyalty
Build Oriented Traffic
Mobile marketing
SEO
Barcode Coupons
Mobile Apps
Pull Strategy Timeline
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17. Build loyalty
E-commerce
Create Marketplace
Gather
Customer Improve
.
Information Commercialization
Process
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18. Build loyalty
E-CRM Program
Marketing strategy
Improve decision making process
Tracking Behaviors
Integration
Service levels
Data Availability
Targeted Actions
Tailored offerings
Suggestions
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19. Conclusion
E-PRODUCT MARKETING
PRICE PRODUCT
E-RESEARCH
E-COMMERCE E-PROMOTION
E-ADVERTISING
PLACE PROMOTION
E-BRANDING
Attract Customers & Ceate Loyalty
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Searches are bread and butter stuff for users looking for car rentalcurrent heavy SEM competition among operatorsfocus on long tail, keywords: alquiler coches baratos madrid atochaalquiler coches madrid ofertasalquiler coche sevilla santa justa…AdWords investments:Max payment: €300wk /7days /10CR *20%cost of sales = 0.85 €Daily budget: 0.85click*10CR*100rentals = 850 -> Yearly budget: 310.000
Searches are bread and butter stuff for users looking for car rentalCarJet currently unlisted in first 100 google results (long/short tail) at leastSEO techniques:Work on relevance: look and feel of a car rental page + use of keywordsWork on popularity: engage new partners to drive traffic to Carjet’s site with related product promotions when renting a car | tripadvisor
Keywords - Better matching to context than thematic approachTheme - Precise semantic matching to context by use of long tail keywords
1 stage – start with a low-cost strategy – bar codes – easy and cheap to implement and really practical for the client (ex- starbucks)2 stage – mobile apps – higher cost, not a priority- long-term investment
Marketplace – competitorsandeffectivenessGatheringcustomerinformation - Clients’ detailed information and behavior patternsImprove the commercialization process – clients know more, have all the information creating loyalty. Provide added value services in order to convert clients into loyal clientsMore effectiveandcheaper
Focus more on Product and Promotion, attraction and loyalty