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How a Rental Car Brand, 'Zoom Car', Can Leverage Digital Media Better?

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How a Rental Car Brand, 'Zoom Car', Can Leverage Digital Media Better?

  1. 1. Founded by Greg Moran David Back
  2. 2. Introduction Self drive car rental service Fleet of 3000+ cars across 26 cities Raised funding of $45,200,000 in 7 rounds
  3. 3. Global Expansion in 20+ countries in span of 2-3 years India Expansion in 100+ cities Company’s Vision
  4. 4. How? Global Expansion in 20+ countries in span of 2-3 years India Expansion in 100+ cities A program in which you can lease your car with Zoomcar and earn. This way, the company increases its inventory. How?
  5. 5. New sister company called Pedl, where the company rents cycle Upcoming Business Model
  6. 6. Website Performance
  7. 7. Desktop Performance
  8. 8. Pingdom Report GT Metrix Report
  9. 9. Mobile Performance
  10. 10. SEO Audit
  11. 11. Popularity Authority
  12. 12. Search Visit % Top searches Visitors Organic Others
  13. 13. Bounce Rate/Session Robots.txt
  14. 14. Keyword Frequency
  15. 15. Title and Meta
  16. 16. Backlink data
  17. 17. Anchor text report Image Alt Attributes
  18. 18. Head Tags Frequency Words
  19. 19. Organic Rankings
  20. 20. Keyword Page Position Self drive car 1 2 Self drive cars 1 1 Self drive car on hire 1 1 Self drive car on rent 1 1 Rent self drive car 1 1 Hire self drive car 1 1 Lease self drive car 1 7 Self drive car for a week 1 3 Rent self drive car in Mumbai 1 3 Self drive car in Mumbai 1 2 Self drive car hire 1 1 Self drive hire 1 1 Self car rental 1 1 Cheap car rentals 1 5 Rent a car 1 1 rent self drive car for day 1 3
  21. 21. Keyword Page Position Rent a car 1 1 Car rental prices 1 1 Luxury car rental 2 9 Luxury car self drive 1 6 Book self drive car 1 2 Self drive car booking 1 3 Self drive luxury car hire 1 5 Hire car without driver 1 1 Book car without driver 1 1 Book car for outstation 1 7 Self drive car rental services 1 2 Self drive car in Mumbai 1 2 Self drive car in bangalore 1 10 Self drive car in Chennai 1 1 Self drive car in delhi 1 1 Self drive car in pune 1 1
  22. 22. Keyword Page Position Self drive car for 1 hour 1 1 Self drive car for few hours 1 5 Cheap self drive car 1 3 Self drive car in mysore 1 1 Self drive car in hyderabad 1 1 Self drive car in kochi 1 1 Self drive car in goa 1 5 Hire car in goa 1 2 Rent a car in goa 1 2 Rent car in goa 1 4 Self drive car hire in goa 1 3 Self drive car in Guwahati 1 1 Self drive car in Jaipur 1 1 Self drive car price 1 6 Cheap self drive cars 1 6
  23. 23. Google Ads
  24. 24. Keyword zoomcar
  25. 25. Keyword zoom car
  26. 26. Keyword self drive car for 1 day
  27. 27. Keyword self drive car for 2 hour
  28. 28. Remarketing
  29. 29. Facebook remarketing
  30. 30. Instagram remarketing
  31. 31. Remarketing for ZAP
  32. 32. Social Media
  33. 33. Creative Content
  34. 34. Features & Updates
  35. 35. Listicles
  36. 36. Contests #Zoomvember Contest Collaborated with the company @beirdo.official
  37. 37. Contests #GuessthePersonality #Photographycontest
  38. 38. Reposts
  39. 39. Youtube
  40. 40. Youtube – Know your car
  41. 41. Youtube – Influencer Marketing
  42. 42. #Guessthecar Campaign Rules : Guess the name of the car and answer in the comments Winners : 1 per post Giveaway : Zoomcar credits Platform : Facebook & Twitter
  43. 43. #Guessthecar Campaign
  44. 44. Brand Moodboard
  45. 45. Logo variants Old New Colors Font Futura
  46. 46. Email Marketing
  47. 47. Contest Alerts
  48. 48. Sales Promotions
  49. 49. Road trips
  50. 50. App Store Optimization
  51. 51. Rankings Keyword Rank Zoomcar 1 Rent a car 1 Car rental 2 Hire a car 1 Car rental app 2 Car rent 2 Car hire app 2 Rent car goa 2 Cheap car 3 Self drive car 5 Myles 3
  52. 52. Rankings Keyword Rank Zoomcar 1 Myles 3 Avis car 5 Rent a car - Car rentals 3 Self drive 4 Car rental app 2 Cheap car rental 5 Self drive car 5 Hire a car -
  53. 53. Reviews Total Critical Reviews : 1772/5465
  54. 54. Reviews Total Critical Reviews : 158/292
  55. 55. Social Media/ Competitors Facebook Instagram YouTube Twitter Zoomcar 382000 16100 2530 12900 Myles 62000 2400 80 2018 Avis 165000 12600 - 31100 Comparative Analysis
  56. 56. Competitor 1
  57. 57. #MYLESBIRTHDAYBLAST Campaign Runtime : 8-10 Days Rules : Different game/activity for each post Winners : 10-12 Give Away : Goodies/ Coupons Platform : Facebook, Instagram, Twitter
  58. 58. Facebook Engagement
  59. 59. Instagram & Twitter
  60. 60. Competitor 2
  61. 61. The 365 DAY WINNER Campaign Runtime : 365 Days Rules : Like the Post and Subjective answer in the form of comments Giveaway : 2 Free Rental Days No. of Winners : 365 Platform : Only Instagram
  62. 62. S1418 likes = 7 times the average!
  63. 63. Collaborated with @thebucketlistfamily
  64. 64. Target Audience
  65. 65. TG – I Age : 19-28 Gender : Male/Female Class : Lower/Middle/Upper Demographic : Away from Home town/Family Location : All 26 cities where Zoomcar operates
  66. 66. Buyer Persona Name : Madhav Khanna Age : 20 years Profession : Student at NMIMS From : Delhi, India Hobbies : Singing and Photography Income Status : Middle Class
  67. 67. TG – II Age : 19-28 Gender : Male/Female Class : Lower/Middle Interests : Likes Travelling and Partying Demographic : Lives in hometown Location : All 26 cities where Zoomcar operates
  68. 68. Buyer Persona Name : Rajvi Sanghvi Age : 22 years Profession : Student at Welingkar . Institute From : Mumbai Hobbies : Travelling, Foodie, Social Drinker
  69. 69. TG – III Age : 28-50 Gender : Male/Female Class : Lower-Middle & Middle Interests : Likes Travelling and Adventures, Frequent . . . travelers, People who go on Holidays regularly Location : All 26 cities where Zoomcar operates
  70. 70. Buyer Persona Name : Deepak Jalal Age : 33 Class : Middle Profession : Wedding Photographer Behavior : Likes Cricket, Active on . Social Media, Travels a lot Location : Bangalore
  71. 71. SEO Recommendations
  72. 72. What do you mean by taxi/cab? A car with chauffeur, right?
  73. 73. • Irrelevant keyword optimized • Irrelevant traffic! After one reaches the page, one realizes it offers self drive cars and leaves the page. • This increases the bounce rate and decreases the session duration. Page 1 | Position 9
  74. 74. Scope of image compression The images can still be compressed and speed of loading the website can be increased. H2 recommendations H2 used on the home page The zoomcar advantage Supermilers Club How zoomcar works Zoom on the go! A car for every need The H2 tags used on the homepage do not have keywords. Using relevant keywords in H2 can improve organic rankings. Recommended H2 Stats Self drive car rental 1-10k Self driving 1-10k Self drive car hire 1-10k Self car rental 100-1k
  75. 75. Influencer Marketing
  76. 76. Abhinav Chandel /abhiandnow 68.4k followers Travel Enthusiast Does frequent road trips By giving a Zoomcar free of cost for a roadtrip, he can review Zoomcar’s service and recommend his followers to experience it.
  77. 77. Shramona Poddar /mishti.and.meat 48.9k followers Adventurer Does frequent road trips She can review about how Zoomcar was useful for her to reach to the remotest of places where no other means of Transport was available and how a woman could explore the wildest of regions being safe and sound.
  78. 78. Anuradha Goyal inditales.com 500k monthly visitors • Convenience of Zoomcar for road trip • USPs of Zoomcar • Price comparison with competitor
  79. 79. Influencer Commercials @mishti.and.meat – Sk per post @abhiandnow 15k per post 25k per video inditales.com – 40k per blog
  80. 80. Blog Ideas
  81. 81. “The Non-Negotiable Things and Hacks for your next road trip” • Talk about necessary things to carry. • T- First Aid Kit, Flashlights, GPS, Packaged food and Snacks, Medicines, etc • H - Trunk Covers for …….Extra Luggage, Small Bills • Talk about Zoom’s all India permit and acknowledge how easy it is to use Zoomcar over cab for roadtrip.
  82. 82. “Long Weekends of 2018 to lookout for” • Inform about all the long holidays that are coming in 2018 • Tell them some places to visit for certain occasions.
  83. 83. “Why cycling is better than your 6 am Jog” • Cycling is a non-weight bearing activity, so it is better for your knees and joints • Go different Places • It’s a fact that you can ride more than you can run • Avoid talks with those annoying jogging mates
  84. 84. “8 Things to Consider before buying a Car in 2018” • Finding out different Dealers • Financing (Own or Loan) • Prices • Fuel Prices in Future and electric cars options • Type of Cars (Hatchback/SUV/Sedan) • Maintenance cost • Stating about the Zap Program in . . the end
  85. 85. “Explore the marvels of Kozhikode” Places to visit • Kadalundi Bird Sanctuary • Kozhikode Beach • Kalarandi Waterfalls • Thali Temple • Indian Business Museum Add a link to the Blog Post “The Non- Negotiable Things and Hacks for your next road trip”
  86. 86. Google Ad Campaign
  87. 87. Search Campaign 1 – PAN India Keyword/Phrase Searches per month (India) Self drive car rental 1k-10k Self driving 1k-10k Self drive car hire 100-1k Self car rental 10-100 • Location - In all 26 cities where Zoomcar operates • Objective - Website traffic followed by data collection and remarketing. • Landing Page – zoomcar.com • Bid Strategy - Maximize clicks • Daily Budget – Rs.500 • Duration – 15Dec-14Jan
  88. 88. Ad 1 – Call out Extension Ad 2 – Price Extension
  89. 89. Search Campaign 2 – New Year – Mumbai • Location - Mumbai • Objective - Website traffic followed by data collection and remarketing • Landing Page – https://www.zoomcar.com/mumbai/search (just add a 20% off pop up and collect email address) • Bid Strategy - Maximize clicks • Daily Budget – Rs.500 • Duration – 15Dec-14Jan Keyword Searches per month (India) self drive car rental mumbai 1k-10k self drive cars in mumbai 1k-10k car rental mumbai 10k-100k rent a car in mumbai without driver 100-1k zoomcar mumbai 10k-100k self drive car rental thane 100-1k
  90. 90. With this strategy, Zoomcar can win the inter-city opportunities. Same type of campaigns can be done for all cities. Ad 1 – Promotion Extension
  91. 91. Display Campaign • TG - interested in self drive since long • Custom affinity audience created • Interested in competitor’s product • Above 19 • In 26 cities where Zoomcar operates
  92. 92. • Car hire in self drive • Car hire luxury cars • Enterprise car rentals near me • Low car rental deal • Luxury car hire to • Online booking car rental • Own drive car rental in • Premium car rent • Self drive car hire rates in • Zoomcar rental • Self drive Mumbai • Outstation car rental mumbai These are the keywords suggested by google for affinity audience.
  93. 93. Creative
  94. 94. Email Marketing
  95. 95. Email Automation Strategy Opened Ignored 1 2 3 4 65
  96. 96. Title - Welcome “FNAME” to the Zoomcar Family, here’s a 10% discount to boost . your weekend Content - Personalized thank you Message Joining Bonus Links to App, Blogs, Social Media Handles, etc Title - Unwind in the jewels of <Nearby location> Content - Details and insights about the Location Time & Distance to travel . Link to “The Non-Negotiable things and hacks for your next roadtrip” Email 1 Email 2
  97. 97. Title - Hey “FNAME”, here’s some important updates you . . missed last week Content - Links to Blog post Embed recent Social Media Posts Display new services/updates from Zoomcar Title – Here’s the discount coupon, impatiently waiting for you. Grab Now! Content – 10% discount on first booking with Zoomcar app. CTA – Download App Email 3 Email 4
  98. 98. Title – Now, you can book Zoomcar with zero deposit. Content – No insurance cost, no fuel cost, no hidden cost, no worries! Feature – One way drive & Airport CTA – Download the app now Title - You have earned Rs. 500 Zoomcar Credits, Claim now! Content – Countdown timer, T&Cs CTA – Claim now Email 5 Email 6

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