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Uber Marketing Campaign

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on 7 April 2014

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Transcript of Uber Marketing Campaign

Founders
CEO's
: Travis Kalanick and Garrett Camp
Travis
: founded Red Swoosh
Garrett
: Founded Expa and StumbleUpon

The History of Uber
Funding
Seed Funding
Angel Investors
Series A, B, and C
Macro Environment
Product Analysis
Uber
Pricing Structure
1. For Service:
20% +80%
Taxi drivers : 80%
Uber: 20%
No Tips
"Surge" Price
2. Rates
Example:


SWOT
Competitive Analysis
Campaign Objectives and Goals
Creative Assets
Media Strategy
Uber Flow

In Consumers' minds:
Fast, efficient, safe, and the payment is handled seamlessly with a credit card on file - convenient
Professional and sleek - drivers are friendly, you can rate them, they go through extensive background checks

Consumers needs and wants match up with Uber's product offerings
S:
1st to the market
Mobile app design
Differentiated with "Uber" concept
Surge Pricing
Expansion
Loyal Employees
Thorough Background checks
Flexible operation time
W:
Surge Pricing
Less of a community feel compared to Lyft
Little room for flexibility
O:
Expansion into other major U.S. cities
Expansion internationally
Eliminate price-hiking during peak rush times
Uber Ice cream - Extention

T:
Local governments regulations
Competition: Market Saturation
Taxi companies creating Mobile apps
Geography hindrance
Lyft : insurance policy
If a city wins one of the sweeping lawsuits against Uber for illegal cab practices, the court precedent could be harmful to Uber’s entire model
Liability costs and potential risks

Ride Sharing System
Operates based off of "Donations" of patrons
Very Community focused
Delegates hours of employees
Prime Time Tips
Competitive Analysis
Local Cab Companies
Operates based off of the meter
Just recently tried to implement technology mimicking Uber
Backed by the PUC
Agency and Campaign Process
1. Account Planning
Primary & Secondary research
2. Strategy and Analysis
Campaign objectives & goals
3. Media Strategy
Media research and tactics
4. Creative Strategy
Advertisements
Ivy Wang
Charlotte Letson
James Savard
Caroline Condon

Account Planning
Agency Role
Conduct
primary
and
secondary
research to find consumer insights, habits, and trends
Research will help develop your client's target audience
Primary research gathers information to brief the strategy analysts, media planners, and creatives
Client Briefing
Develop an ad campaign for the Denver Metro area with this strategy:

Attract new individuals to sign up for Uber while solidifying the relationship with Uber's current customer base.
Consumer Analysis
Strengths
Weaknesses
Opportunities
Threats
Strategy and Analysis
Agency Role:
Given the consumer insights and defined target audience from the account planner, the strategy and analysis team is responsible for developing goals and objectives for the direction of the campaign.
Media Planner
Agency Role:
Allocate budget across media channels
Identify audiences' media consumption habits
Media: print, online, digital, social media, OOH, radio, and television
Budget
: $15,000 (4 months)
Media
Event promotions
Email campaign
Digital campaign
Owned media (loyalty program)
Tactics
:
Online: targeted email campaign
Partnerships at events
Event promotions
Promotional items at bars and coffee shops
Social Media: Facebook, Twitter and Instagram
Creatives
Primary Target Audience:
A group of hip, tech-savvy
millennials
living in the Denver Metro area that realize the value of time and convenience.


Secondary Target Audience:
Upper-class business professionals living in the Denver Metro area.
1.
To get more individuals to sign up for Uber, we will meet our audience at targeted events within the city of Denver with incentivized promotions.

2.
To solidify the relationship with Uber’s existing customer base, we will implement a loyalty program and bring alive the brand throughout the city of Denver.

3
. To build overall awareness for Uber, we will implement a variety of creative tactics that align with Uber’s unique brand image.

Increase Uber's current market share of 6% in the Denver Metro area by 2.5% by the end of the campaign (4 months)
Maintain a 95% retention rate from the start to finish of our campaign (no deleted apps)
Behaviors, Attitudes, Needs and Motivations
Constantly on the go
Technology based generation
Influenced by peers, friends, and co-workers
Risk takers, adventure-prone
DU students willing to pay a bit extra for quality service
Want a fast and efficient pick-up when they need a service
What They Look for in a Product
Quality
Convenience
Innovation/Uniqueness
Personal Connection
Brand Purpose
Objective Metrics
Key Consumer Insight/Takeaway
Uber Loyalty Program:
http://carolinegcondon.wix.com/uber

Purpose and Objective
: To retain and solidify the relationship with Uber's current customer base. The loyalty program will give incentives to current users to continue using Uber's services.
Consumers need a trustworthy and dependable transportation company that enables luxurious style where payment transactions are carried out with ease.
Social Media
Twitter:

REMINDER: Enter here
uber.com/go/rockies
for a chance to win 2 free tickets to the Rockies game April 4th and receive a free #Uber ride down
Sources
http://data.bls.gov/timeseries/LNS14000000
http://data.worldbank.org/country/united-states
http://blog.uber.com/2011/05/03/uber-nyc-launches-service/
http://www.forbes.com/sites/forbestravelguide/2012/03/28/on-demand-luxury-car-service-lets-you-skip-the-cab-line/
http://www.businessinsider.com/leaked-uber-financials-2013-12
http://allthingsd.com/20130919/ride-sharing-is-legal-in-california-utilities-commission-votes-unanimously/
http://allthingsd.com/20131116/competition-brings-lyft-sidecar-and-uber-closer-to-cloning-each-other-and-cabs/
http://capitalistcreations.com/uber-a-great-startup-business-but-can-it-survive/
Copywriter
Designer
Interactive (programmer)
Art Director
Agency Positions:
Founded UberCab n 2009
Changed to Uber in 2010
Political/Legal
Economic
Technological
Competitive
Social
Now it's your turn..
Full transcript