Reviving Zipcar: A Cross-Channel Strategy for Growth

Welcome to the world of Zipcar, where car-sharing meets innovation. In this article, we delve into the success story of Zipcar and its collaboration with Tug to navigate the hurdles posed by the Covid lockdowns. Together, they devised a cross-channel strategy that propelled Zipcar to new heights of brand awareness, customer acquisition, and retention. Join me as we explore the tactics, tools, and results that have made Zipcar a trailblazer in the car-sharing industry.

Challenges during Covid Lockdowns

Overcoming obstacles and adapting to the new normal

When the Covid-19 pandemic hit, Zipcar faced unprecedented challenges. The lockdowns resulted in reduced brand awareness and a significant drop in customers. However, instead of succumbing to these obstacles, Zipcar and Tug joined forces to devise a strategic plan to navigate the uncertain times.

By understanding the changing landscape and the needs of their target audience, Zipcar and Tug were able to adapt their approach and find innovative solutions to revive the brand. Let's explore the strategies they implemented to overcome the challenges posed by the Covid lockdowns.

Driving Awareness and Acquisition

Reaching new audiences and expanding brand reach

One of the key focuses of Zipcar's cross-channel strategy was to drive awareness and acquisition. To achieve this, they implemented various tactics to reach new audiences and expand their brand reach.

Testing New Audiences

Zipcar and Tug conducted extensive research to identify new audiences that aligned with the Zipcar demographic. By targeting these untapped segments, they were able to expand their customer base and increase brand awareness.

Leveraging Video Formats

Recognizing the power of visual content, Zipcar and Tug utilized video formats across social channels. Engaging and informative videos showcased the benefits of Zipcar, capturing the attention of potential customers and driving acquisition.

Promoting Zipcar to Airport Travelers

Another strategic move was to target airport travelers. Zipcar and Tug created campaigns specifically tailored to this audience, highlighting the convenience and cost-effectiveness of using Zipcar for airport transportation.

Retention and Activation Strategies

Keeping customers engaged and driving usage

Retaining existing customers and encouraging them to use Zipcar more frequently was a crucial aspect of the strategy. Zipcar and Tug implemented targeted campaigns and initiatives to keep customers engaged and drive usage.

Segmenting CRM List and App Campaigns

Zipcar utilized customer relationship management (CRM) data to segment their customer base. By understanding their customers' preferences and behaviors, they were able to create personalized campaigns and app experiences to increase customer retention and usage.

Seasonal and Reactive Campaigns

To keep the momentum going, Zipcar and Tug launched seasonal and reactive campaigns across paid social media. These campaigns capitalized on specific events, holidays, and trends to create a sense of urgency and encourage customers to book Zipcar vehicles.

Innovative Tools and Collaborations

Harnessing the power of technology and partnerships

Zipcar and Tug utilized innovative tools and collaborations to enhance their cross-channel strategy and achieve remarkable results.

Lift Analytics and SearchUncut

To collect and analyze data, Zipcar and Tug leveraged Lift Analytics. This powerful tool provided valuable insights that guided their decision-making process and optimization efforts. Additionally, SearchUncut was used to optimize their pay-per-click (PPC) and search engine optimization (SEO) strategies, ensuring maximum visibility and effectiveness.

Podcast Placements and Reaching New Audiences

Recognizing the power of podcast advertising, Zipcar and Tug strategically placed their brand in relevant verticals. This allowed them to reach audiences who were interested in renting a Zipcar, expanding their reach and driving new customer acquisition.

Impressive Results and Future Growth

Celebrating the achievements and looking ahead

The collaboration between Zipcar and Tug has yielded impressive results, propelling the car-sharing company to new heights of success.

Search interest for Zipcar increased by 22% year over year, showcasing the effectiveness of their cross-channel strategy in driving brand awareness. Furthermore, new users to the website saw a significant increase of 20% year over year, indicating successful customer acquisition efforts.

Online bookings experienced a remarkable surge, with a staggering 54% year over year growth. This demonstrates the effectiveness of the retention and activation strategies implemented by Zipcar and Tug.

With such remarkable achievements, Zipcar is well-positioned for future growth and continued success in the car-sharing industry.