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Chris Noone's (DriveMyCar) presentation at Mumbrella's Automotive Marketing Summit.

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Chris Noone, CEO at DriveMyCar, presented on The Sharing Economy: A Markter's Friend or Foe at Mumbrella's Automotive Marketing Summit.

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Chris Noone's (DriveMyCar) presentation at Mumbrella's Automotive Marketing Summit.

  1. 1. The Sharing Economy: A Marketers Friend or Foe?
  2. 2. The Sharing Economy Defini'on “an economic model based on sharing underu,lised assets from spaces to skills to stuff for monetary or non-monetary benefits. It is currently largely talked about in rela;on to peer- to-peer (P2P) marketplaces but equal opportunity lies in the business to consumer (B2C) models.” P.S. there are marke,ng opportuni,es too! Rachel Botsman (2013), “The Sharing economy Lacks a Shared Defini'on”, available at: hFp://www.fastcoexist.com/3022028/the-sharing-economy-lacks-a-shared-defini'on
  3. 3. Three BIG Things About the Sharing Economy
  4. 4. Three BIG Things About the Sharing Economy •  81% agree it is less expensive to share goods than own them •  57% agree access is the new ownership •  83% agree it makes life more convenient and efficient •  43% agree owning is a burden 1. Access is preferable to ownership
  5. 5. Three BIG Things About the Sharing Economy 1. Access is preferable to ownership 2. People trust online transacLons
  6. 6. Three BIG Things About the Sharing Economy 1. Access is preferable to ownership 2. People trust online transacLons
  7. 7. Three BIG Things About the Sharing Economy 1. Access is preferable to ownership 2. People trust online transacLons 3. Sharing is becoming mainstream
  8. 8. Three BIG Things About the Sharing Economy 1. Access is preferable to ownership 2. People trust online transacLons 3. Sharing is becoming mainstream
  9. 9. Revenue earned in NSW among major players has grown 68% over the past year to $2.6 billion in 2016. The number of collabora've economy par'cipants who generate income through these plaVorms has also grown, reaching 92,400 people in NSW, doubling over the past year. Developments in the Collaborative Economy in NSW NSW Department of Finance, Services & Innovation 2017. Deloitte Access Economics
  10. 10. US$25.5bn US$311m US$200m US$64bn US$100m US$1.76bn US$1.6bn US$5.5bn Raised Euro 47m US$110m+ US$500m A$77m
  11. 11. Catch the wave Or get wiped out…
  12. 12. What is a Peer-to-Peer Marketplace? Peer-to-peer marketplaces allow idle assets to be discovered and moneLsed Peer-to-Peer Marketplace Marke'ng Insurance ID verifica'on Rental Agreements I need to rent a car for 2 months I have a spare car that can be rented Supply Demand
  13. 13. How It Works
  14. 14. Opportunity, Not a Threat Auto manufacturers Leasing companies Fleet managers Marketers Dealers Companies Experien'al Marke'ng Brand awareness Try before you buy U'lisa'on Addi'onal revenue stream Lower costs
  15. 15. Case studies: A taste of the sharing economy
  16. 16. ObjecLve Case Study 1: LDV Supply •  Increase brand awareness and sales •  Try before you buy •  Dealer foot traffic AcLvity Results •  LDV vans offered for rental •  Pick up from dealers •  Extended test drives to demonstrate quality •  First rental generated sale of four vans •  Prompted replacement of en're fleet with LDV
  17. 17. Case Study 1: LDV ‘We recently hired LDV vans from DriveMyCar. This gave us a great low cost opportunity to trial these vans that we did not even know were available in Australia’. ‘We were immediately impressed with the quality of the vans compared to our current fleet of mainly Hiaces and Hyundais - and the drive away price blew all compe;;on out of the water’. ‘Within a month we bought 4 x LDV vans and we have since spread the word to several other StarTrack contractors and I know many of them have already completed mul,ple purchases. We too will soon make further purchases as we phase out our current fleet over ,me and replace with the LDV’s - this all came about directly from the offer of DriveMyCar to trial these vehicles at a low daily hire rate’. Claude Morello, FNET
  18. 18. Case Study 1: LDV
  19. 19. ObjecLve Case Study 2: Uber Demand •  Provide quality vehicles at reasonable prices •  Flexible rental periods •  Wide range and mul'ple pick up loca'ons AcLvity Results •  Ex-lease, ex buy-back and new vehicles •  Lowest prices, most flexible terms •  10 pick up loca'ons •  New revenue stream for dealers and leasing companies •  Experien'al marke'ng opportuni'es •  Income opportuni'es for non-car owners
  20. 20. Case Study 2: Uber Demand
  21. 21. ObjecLve Case Study 3: Subaru Supply •  Build brand awareness for Subaru Impreza launch •  Experien'al marke'ng campaign •  Support Subaru ‘do’ customer centric ini'a'ves AcLvity Results •  101 Subaru Impreza’s rented to Uber drivers and renters •  Passengers and drivers given opportunity to experience the Impreza •  Marke'ng campaign with revenue stream •  1000’s of Uber passengers experienced the new Impreza •  100’s of drivers experienced extended test drive •  Significant on-road exposure
  22. 22. Case Study 3: Subaru Supply Pilot 10 x Levorg ExperienLal MarkeLng Campaign 101 x Impreza ExperienLal MarkeLng Campaign 105 x XV ‘This partnership provides a tremendous opportunity to demonstrate the appeal and integrity of our cars to an audience that may otherwise have not been exposed to our brand, or considered it in the past’. Amanda Leaney, General Manager Marketing, Subaru October 2016 September 2017 March 2017
  23. 23. ObjecLve Case Study 4: RACV Supply & Demand •  Explore mobility opportuni'es •  Appeal to exis'ng members and new members •  Create new products and revenue opportuni'es
  24. 24. ObjecLve Case Study 5: Ex-Lease Supply •  Create ‘second life’ for ex-lease vehicles •  New revenue stream •  Increase pay back from vehicles AcLvity Results •  Vehicles available in mul'ple loca'ons •  Rented to private and corporate renters and Uber drivers •  Logis'cs managed by partners •  100’s of vehicles on the road genera'ng income •  Extend income genera'ng life •  Increased u'lisa'on
  25. 25. ObjecLve Case Study 6: Dealer Supply •  Access new customer base •  New revenue stream •  Try before you buy opportuni'es AcLvity Results •  New BMW, Jaguar, Land Rover and Mini models •  Rented to private and corporate renters •  Sydney & Melbourne •  Much lower price than tradi'onal car rental companies •  Short and long term rentals •  Significant trial opportunity
  26. 26. ObjecLve Case Study 7: Smarcleet Demand •  Create value added opportunity for customers •  Extend product range •  Meet full range of vehicle needs AcLvity Results •  DriveMyCar recommended as preferred car rental provider •  Economy, commercial and luxury vehicles •  Corporate and government focus •  Lower prices •  Mee'ng needs not sa'sfied by tradi'onal car rental companies •  Wider range of vehicles
  27. 27. The Sharing Economy: A Marketers Friend or Foe?

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