Promoting Market Innovation  and Growth through  Community – Based Marketing Presentation to the BrandSmart Conference Jun...
I-GO Background and Mission <ul><li>Brought car sharing to Midwest in 2002 </li></ul><ul><li>Non-profit, started by Center...
How it Works <ul><li>Become a Member </li></ul><ul><li>Pick your rate Plan </li></ul><ul><ul><li>Charge by the hour or the...
Decentralized – Available close to home and work 35 Neighborhoods and 6 Suburbs
How we differentiate from the competition <ul><li>Non-Profit </li></ul><ul><li>Focused on triple bottom-line </li></ul><ul...
The Big Challenge
The Challenge for I-GO when we started and now <ul><li>New Category </li></ul><ul><li>New Behavior </li></ul><ul><ul><li>A...
I-GO Goals <ul><li>Grow to 15,000 over 5 years </li></ul><ul><li>Achieve significant cost savings </li></ul><ul><li>Achiev...
Results as of 2010 <ul><li>15,000 members, 200 plus vehicles </li></ul><ul><li>35 neighborhoods, 6 suburbs </li></ul><ul><...
Challenges to Goals <ul><li>High functional and emotional connection to car ownership </li></ul><ul><ul><li>Shift thinking...
US Car Culture <ul><li>I am my car: </li></ul>
Functional and emotional attachment to cars <ul><li>Functional </li></ul><ul><ul><li>Storage center </li></ul></ul><ul><ul...
Trends moving against those ideas <ul><li>Congestion </li></ul><ul><li>High cost of gasoline and car ownership </li></ul><...
I-GO: Address functional needs <ul><li>Many cars in the neighborhood </li></ul><ul><li>Different kinds of cars </li></ul><...
Address Emotional: I-GO Community
Segment Growing <ul><li>Frost and Sullivan Report </li></ul><ul><ul><li>Between 2007 and 2009, car sharing membership rose...
Marketing Strategy: Addressing functional and emotional needs <ul><li>Educate market about car sharing </li></ul><ul><li>C...
Leverage Partners: Joint Smartcard with CTA
Leverage Partners
Visibility: Transit Campaign with I-GO Members
Transit Campaign
Education: News Coverage
Visibility: Events and Street Teams
Summer Festivals
Visible Car Locations and Signage
Evangelists: Member Party
Evangelists: Social Media
Success  <ul><li>15,000 members </li></ul><ul><li>200 plus vehicles </li></ul><ul><li>35 neighborhoods, 6 suburbs </li></u...
Challenges Ahead <ul><li>Essential Service: Need much larger scale– buzz has to be bigger </li></ul><ul><li>Differentiatio...
Leadership can change behavior
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Sharon Feigon - I-GO Car Sharing

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This presentation was given by Sharon Feigon at the Chicago AMA BrandSmart Conference on June 24, 2010 at the UIC Forum.

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  • Hold parties – Faciliate community Two members got married
  • Sharon Feigon - I-GO Car Sharing

    1. 1. Promoting Market Innovation and Growth through Community – Based Marketing Presentation to the BrandSmart Conference June 24, 2010
    2. 2. I-GO Background and Mission <ul><li>Brought car sharing to Midwest in 2002 </li></ul><ul><li>Non-profit, started by Center for Neighborhood Technology with support from City of Chicago </li></ul><ul><li>Serving individuals, businesses, government, universities, and non-profits </li></ul><ul><li>Extends the transit system </li></ul><ul><li>Part of a network of non-profit / independent car sharing organizations, including Philadelphia, San Francisco, and Toronto </li></ul>I-GO’s Mission: Reduce car ownership rates, decrease transportation costs, reduce urban congestion and improve air quality in Chicagoland neighborhoods
    3. 3. How it Works <ul><li>Become a Member </li></ul><ul><li>Pick your rate Plan </li></ul><ul><ul><li>Charge by the hour or the day </li></ul></ul><ul><li>Make reservation </li></ul><ul><li>Gas, Insurance, Maintenance included </li></ul><ul><li>24/7 Call Center </li></ul>
    4. 4. Decentralized – Available close to home and work 35 Neighborhoods and 6 Suburbs
    5. 5. How we differentiate from the competition <ul><li>Non-Profit </li></ul><ul><li>Focused on triple bottom-line </li></ul><ul><li>First to market </li></ul><ul><li>All low emission vehicles </li></ul><ul><li>Less expensive </li></ul><ul><li>Serve more neighborhoods </li></ul><ul><li>Coordinate with network of non-profits and independents </li></ul><ul><li>Goal of innovation/cutting edge in sustainable transportation </li></ul>
    6. 6. The Big Challenge
    7. 7. The Challenge for I-GO when we started and now <ul><li>New Category </li></ul><ul><li>New Behavior </li></ul><ul><ul><li>Anytime you are changing behavior, its difficult and its expensive </li></ul></ul><ul><ul><li>Low budget and big ambitions </li></ul></ul>
    8. 8. I-GO Goals <ul><li>Grow to 15,000 over 5 years </li></ul><ul><li>Achieve significant cost savings </li></ul><ul><li>Achieve significant environmental benefits </li></ul><ul><li>Serve wide range of diverse neighborhoods </li></ul><ul><li>Become self-sustaining </li></ul><ul><li>Connect to the larger marketplace </li></ul>
    9. 9. Results as of 2010 <ul><li>15,000 members, 200 plus vehicles </li></ul><ul><li>35 neighborhoods, 6 suburbs </li></ul><ul><li>Breakeven from operations </li></ul><ul><li>73% of I-GO members give up a car or postpone a purchase in conjunction with I-GO </li></ul><ul><li>I-GO member cars taken off the road: 9,451 </li></ul><ul><li>Savings per car shedding member: $5,081.69 </li></ul><ul><li>Gross savings to members from all sources: $48,028,592 </li></ul><ul><li>50% increase in biking, walking, and transit use </li></ul>
    10. 10. Challenges to Goals <ul><li>High functional and emotional connection to car ownership </li></ul><ul><ul><li>Shift thinking </li></ul></ul><ul><ul><li>Show emotional and functional benefits of car sharing </li></ul></ul><ul><li>Inertia hard to overcome </li></ul><ul><ul><ul><li>Give up car and change lifestyle </li></ul></ul></ul><ul><ul><ul><li>Continue to use I-GO </li></ul></ul></ul><ul><li> </li></ul>
    11. 11. US Car Culture <ul><li>I am my car: </li></ul>
    12. 12. Functional and emotional attachment to cars <ul><li>Functional </li></ul><ul><ul><li>Storage center </li></ul></ul><ul><ul><li>Direct route </li></ul></ul><ul><ul><li>Less time </li></ul></ul><ul><li>Emotional </li></ul><ul><ul><li>Identity </li></ul></ul><ul><ul><li>Control </li></ul></ul><ul><ul><li>Freedom </li></ul></ul>
    13. 13. Trends moving against those ideas <ul><li>Congestion </li></ul><ul><li>High cost of gasoline and car ownership </li></ul><ul><li>Problems with oil extraction and scarcity of resource </li></ul><ul><li>Climate Change </li></ul><ul><li>Urban living becoming attractive to younger population </li></ul><ul><li>Service Use in lieu of Ownership Culture </li></ul>
    14. 14. I-GO: Address functional needs <ul><li>Many cars in the neighborhood </li></ul><ul><li>Different kinds of cars </li></ul><ul><li>Available one minute after make reservation </li></ul><ul><li>Make it easy </li></ul><ul><ul><li>Include gas and insurance </li></ul></ul><ul><ul><li>Self-service </li></ul></ul><ul><li>Affordable </li></ul><ul><li>Smart phone, internet </li></ul><ul><li>24/7 Call Center </li></ul>
    15. 15. Address Emotional: I-GO Community
    16. 16. Segment Growing <ul><li>Frost and Sullivan Report </li></ul><ul><ul><li>Between 2007 and 2009, car sharing membership rose by 117 percent in North America. </li></ul></ul><ul><ul><li>The trend is expected to continue over the next five to 10 years. </li></ul></ul><ul><ul><li>Car sharing membership is expected to reach 4.4 million in North America and 5.5 million in Europe by 2016 </li></ul></ul>
    17. 17. Marketing Strategy: Addressing functional and emotional needs <ul><li>Educate market about car sharing </li></ul><ul><li>Creating awareness about I-GO </li></ul><ul><li>Leverage partners and evangelists to drive buzz </li></ul><ul><li>Flexible programs </li></ul><ul><li>Give users sense of community and reinforcing benefits </li></ul>
    18. 18. Leverage Partners: Joint Smartcard with CTA
    19. 19. Leverage Partners
    20. 20. Visibility: Transit Campaign with I-GO Members
    21. 21. Transit Campaign
    22. 22. Education: News Coverage
    23. 23. Visibility: Events and Street Teams
    24. 24. Summer Festivals
    25. 25. Visible Car Locations and Signage
    26. 26. Evangelists: Member Party
    27. 27. Evangelists: Social Media
    28. 28. Success <ul><li>15,000 members </li></ul><ul><li>200 plus vehicles </li></ul><ul><li>35 neighborhoods, 6 suburbs </li></ul><ul><li>Roaming agreements with 10 cities </li></ul><ul><li>Breakeven from operations </li></ul><ul><li>High marks from Yelp and other reviewers </li></ul><ul><li>Long-term partnerships with </li></ul><ul><li>Government and private sector </li></ul>
    29. 29. Challenges Ahead <ul><li>Essential Service: Need much larger scale– buzz has to be bigger </li></ul><ul><li>Differentiation: Competition that is better funded </li></ul><ul><li>New Markets: Grow to underserved and suburban communities </li></ul><ul><li>New Products: electric vehicles and additional services </li></ul>
    30. 30. Leadership can change behavior
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