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Uber Marketing Campaign
Transcript of Uber Marketing Campaign
: Travis Kalanick and Garrett Camp
: founded Red Swoosh
: Founded Expa and StumbleUpon
The History of Uber
Series A, B, and C
1. For Service:
Taxi drivers : 80%
Campaign Objectives and Goals
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
1st to the market
Mobile app design
Differentiated with "Uber" concept
Thorough Background checks
Flexible operation time
Less of a community feel compared to Lyft
Little room for flexibility
Expansion into other major U.S. cities
Eliminate price-hiking during peak rush times
Uber Ice cream - Extention
Local governments regulations
Competition: Market Saturation
Taxi companies creating Mobile apps
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
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
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
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.
Strategy and Analysis
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.
Allocate budget across media channels
Identify audiences' media consumption habits
Media: print, online, digital, social media, OOH, radio, and television
: $15,000 (4 months)
Owned media (loyalty program)
Online: targeted email campaign
Partnerships at events
Promotional items at bars and coffee shops
Social Media: Facebook, Twitter and Instagram
Primary Target Audience:
A group of hip, tech-savvy
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.
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.
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.
. 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
Key Consumer Insight/Takeaway
Uber Loyalty Program:
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.
REMINDER: Enter here
for a chance to win 2 free tickets to the Rockies game April 4th and receive a free #Uber ride down
Founded UberCab n 2009
Changed to Uber in 2010
Now it's your turn..