MARKETING STRATEGY FOR EASY LEASE MOTORCYCLE RENTAL PSC AND UPLIFT MOTORCYCLES UAE EASY LEASE MOTORCYCLE RENTAL PSC WWW.EASYLEASE.AE EASYLEASE Uplift Delivery Services LLC www.upliftuae.com EASYLEASE UAE UPLIFT UAE MOTORCYCLE DELIVERY UAE

1. MARKETING
STRATEGY
Easylease & Uplift
June, 2020

2. MARKET AND AUDIENCE ANALYSIS
TABLE OF
CONTENT
S
2
B2B Partners | Drivers | Competition
CURRENT MARKETING EFFORTS ANALYSIS
Marketing performance Easylease & Uplift
MARKETING STRATEGY
FORMULATION
Attract | Engage | Delight
STRATEGY OUTCOME & OPTIMIZATION
Expected results
1
2
3
4

3. SECTION 1
Market and Customer

4. 4
• Market Size: AED 60bn
• Projected growth: 23% annually
Fashion, electronics, household, etc
Restaurants, Café and Bars, Groceries,
Pharmacies, etc
Laundry services, repair shops, same-
day/same-hour on-demand delivery
services, flower shops, etc
B2B Partners in UAE
E-commerce Food & Beverage SMEs
• Market Size: AED 100bn
• Projected growth: 10% annually
• SMEs in the UAE: 94% of businesses
• Projected growth: 5-20% annually
(depending on sector)
Source: https://www.thenational.ae/business/technology/uae-e-commerce-transactions-to-reach-16bn-in-2019-study-says-1.889835#:~:text=E%2Dcommerce%20transactions%20in%20the,by%20Dubai%20Economy%20and%20Visa.
Source: https://assets.kpmg/content/dam/kpmg/ae/pdf/food-beverage-2018.pdf
Source: http://www.dedc.gov.ae/StudiesAndResearchDocument/Food-and-Baverages-Sector-Report.pdf
Source: https://www.dsc.gov.ae/en-us/DSC-News/Pages/Study-shows-SME-share-of-Dubai-GDP-.aspx#:~:text=More%20than%2094%25%20of%20the,up%20to%2070%25%20by%202021.
Source: http://sme.ae/StudiesAndResearchDocument/SME%20REPORT%202019.pdf
Development and size of key vertical markets

5. 02
04
01
03
5
12,000
Delivery motorcycles in UAE
Current Talabat Fleet size MENA: 16,000
• Top nationalities: India, Pakistan, Bangladesh
• Youth-centric: average age 25
• Male
Demographics
25
Earn to support family
• Commission-based pay: 10AED per drop
• Average monthly salary: 2/3k AED
10 AED
Driver Profile (Zomato)
UAE
Statistics and demographics
Source: https://partner.talabat.com/
Source: https://www.zomato.com/blog/delivery-universe
Source: https://gulfnews.com/uae/environment/is-it-high-time-the-uaes-delivery-bikes-went-electric-1.69948065

6. 6
Competitor analysis
■ Biggest competitor: Jeebly
■ All are small businesses
■ No SEA/PPC campaigns
deployed by competition
■ Small SEO competition
Competitor Observation
Sonic Delivery
https://sonicdelivery.net/
- Individual restaurants as main customer base
Quicksend
https://quicksend.ae/
- Does both bike and car delivery
- Supplies vehicles, drivers, maintenance, fuel, visas
- Works together with Deliveroo, Amazon, Noon, Namshi
Kingriders
https://www.kingriders.net/
- Supplied both bike + driver and driver only
- Has Talabat and Careem client
Tawseelah
http://www.tawseelah.com/
- Driver app
- Focused on F&B, apparels and pharma
AM CBR
https://www.am-cbr.net/
- Provide bike with driver, car with driver and repair service
Zone Delivery
services
http://zonedeliveryservices.com/
- First organic result for ‘delivery fleet uae’, ‘bike delivery
uae’
Jeebly
https://www.jeebly.com/
- Most comprehensive website of all competitors
- Ecommerce focused
- 700+ drivers
Other players in the motorbike delivery market
Key takeaways

7. SECTION 2
Current Marketing Efforts

8. 8
Efforts
Channels
• Basic websites and content
• Only two (or one) landing pages, no
blog, articles or indepth info regarding
services
• B2B focused. No content or info for
potential riders
Website
• First organic Google result for
„Easylease“
• No results for „Uplift“, „driver fleet
UAE“, „become driver UAE“, etc
SEO
• No ads triggered with following
keywords: „Easylease“, „Uplift“,
„become rider UAE“, etc
SEA
Overview of Easylease/Uplift current marketing channels

9. 9
• Instagram: 600 followers, no uploads
• Linkedin: N/A
• Facebook: N/A
• Twitter: N/A
Social Media
• No gated content
• No email triggered when filling in
contact form
Email
• No chatbot available
Chatbot
Key Improvement areas
• Visibility across all digital channels: SEA, SEO, social Media and email
• Incentivise prospect for leaving contact details
• Run SEA campaigns for relevant keywords
• Create social media accounts and manage content

10. SECTION 3
Marketing Strategy
Formulation

11. 01
03
02
11
Customer Journey Map Marketing Campaigns
Channels Strategy
3 Pillars of Marketing Strategies
for B2B Partners

12. Channels
Strategy
B2B Partners
12
• Outbound call
• Trade shows
• Landing page for B2B partners
• Specific articles for key vertical markets (pharma, ecommerce, F&B)
• Add gated content, incentivizing visitors to share their contact details
• Be the first search result for the following keywords:
• rider/driver fleet UAE
• How to start with deliveries
• Hire driver for deliveries
• Deploy ads on Google search/display and Linkedin
• Create Linkedin, Facebook and Twitter account, post regular (weekly)
updates
• Instagram: start posting weekly updates
• Set up automated triggered communication journeys
• Add chatbot for direct contact with B2B vistors
Outbound
Website
SEO
SEA
Social
Email
Chatbot
Overview of which marketing channel
will be deployed and needed actions
per marketing channel

13. Stages
Customer Action
Attract Engage Delight
Visitor opportunity Customer
Searches for
‘Delivery
fleet UAE’
Clicks on
search
result
Browses
through
services
Fills in
contact
form/
download
quickguide
Meets with
sales
manager
Considers
alternatives
Signs
contract for
bike service
Gets
interested
in rider
service
Signs
contract
rider
service
Marketing Touch Points
SEO
PPC
Social Media
Chatbot
Automated email
Landing Page
Direct contact
The customer journey map shows the different customer stages and likely customer actions in
each stage. The touchpoints are the marketing channels defined on the previous slide.
This map ensures all customer actions are supported by marketing touch points and all marketing
channels work together to achieve the same goal.
Outbound
Customer journey map

14. 14
Attract Phase
B2B Partners
In the “attract” phase, the primary goal is to
attract visitors and retrieve contact details.
1. Create landing page and form with Hubspot
landing page builder
2. Trigger email with PDF-attachment when
visitor lands on Thank You page
Source: https://www.hubspot.com/products/marketing/landing-pages?_ga=2.167597630.1052491419.1590255799-47609118.1581920689

15. 15
Engage
Phase
B2B Partners
In the “engage” phase, the primary goal is to push
the conversion from opportunity to first purchase
1. Create a Hubspot workflow to trigger
communications
2. A/B-Test email content and timings
Source: https://knowledge.hubspot.com/workflows/create-workflows

16. 16
Delight
Phase
B2B Partners
In the “delight” phase, the primary goal is to
keep pushing the conversion from a one-time
buyer to a loyal customers. Retargeting is key
1. Update customer info in Hubspot when new
deal is made
2. Retarget customer with social and search
ads to up- and cross-sell
Source: https://ecosystem.hubspot.com/marketplace/apps/marketing/advertising/perfect-audience

17. 01
03
02
17
Channels Strategy Marketing Campaigns
Marketing Strategies
for Drivers

18. Channels
Strategy
Drivers
18
• Sponsored content on Gulfnews, Khaleejtimes
• Landing page targeting drivers
• Specific articles with tips on how to become driver, how to
prepare for and schedule motorcycle license exam
• Be the first search result for the following keywords:
• rider/driver delivery driver UAE
• Requirements delivery driver Dubai
• How to get a motorcycle license Dubai
• Deploy ads on Google search/display and Linkedin
• Linkedin / Indeed: publish delivery driver position
• Inform drivers about the referral program
Outbound
Website
SEO
SEA
Social
Referral
program
Overview of Easylease/ Uplift
marketing channel improvements

19. 19
Outbound
Marketing
Campaign
Drivers
Khaleej Times
• Reach 4.5m unique users every month
• 790k+ daily pageviews
• Cost homepage takeover: 120,000AED daily
GulfNews
• Reach 650k unique users every month
• 230k daily pageviews
• Target audience: 25-34 yrs old, 69% male
Source: https://assets.gulfnews.com/data/GN_Online_Media_Kit_2018_Traffic_Stats_and_Demographics.pdf
Source: https://m.khaleejtimes.com/assets/pdf/KT-Media-Kit.PDF

20. • ”Refer your friends to become drivers and earn 500AED in cash”
• Current drivers tend to know potential candidates
• Referred employees stay longer – less employee turnover
• Referred employees take shorter to hire
• Easy to operate and execute
• T&Cs:
• Payout will happen once referral is hired and employed for 6 months.
• Referral should not have been employed or be in contact with Uplift before.
20
Referral Marketing
Campaign
Drivers
Source: https://business.trustpilot.com/reviews/build-trusted-brand/10-reasons-why-referral-marketing-is-perfect-for-ecommerce
Source: https://www.getambassador.com/blog/referral-program-epic-guide
Source: https://www.talentlyft.com/en/resources/what-is-employee-referral-program
Source: https://sujanpatel.com/marketing/set-up-referral-marketing-program/

21. SECTION 4
Strategy Outcome and

22. 22
Costs and Results
New Acquisition Marketing Costs Costs per Acquisition
B2B Partners
Drivers
In 6 months’ time
AED AED

23. 23
After the new marketing strategy is deployed, performance needs to be
analyzed to further optimize the strategy
Analysis and Optimization
KPIs
• Open rate, CTR, CPA
• Lead conversion rate
• Customer retention rate
• % customers cross-sold
Analyze Results
• Google analytics: revisit behavior flow report
• Hubspot dashboards to track landing page, email and
lead performance
Optimize Strategy
• Increase/decrease spend
• Renew A/B-tests
• Add market specific content

24. 24
THANK YOU!
ANY QUESTIONS?

25. Appendix 1
25
Source: https://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate
Source: https://pureb2b.com/blog/email-marketing-conversion-rate-comparison/#:~:text=Based%20on%20the%20data%20presented,%2Dthrough%20rate%20is%202.78%25.
Source: https://www.adweek.com/digital/john-stevens-hostingfacts-reviews-guest-post-4-tips-for-building-a-social-media-conversion-strategy/#:~:text=In%20fact%2C%20social%20media%20traffic,on%20Twitter%20is%200.7%20percent.

26. Appendix 2
26
Source: https://www.spyfu.com/blog/good-ppc-conversion-rate/#:~:text=The%20average%20PPC%20conversion%20rate,high%20as%209%25%20for%20search.
Sourcehttps://www.smartbugmedia.com/blog/what-percentage-of-organic-search-traffic-should-be-converting-into-leads