ADV420 Final presentation U-Haul
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U-Haul is the market leader in self-service truck rentals in the US and Canada. To increase brand awareness and improve its reputation, U-Haul will implement a strategy involving search engine optimization to direct more potential customers to its website, building an online forum for customers to get questions answered, collaborating with environmental organizations on campaigns promoting trailer rentals to reduce emissions, and using social media like Facebook to engage customers and share information.
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- 1. Yang Xiang
- 2. U-Haul • Market leader of self-service truck rental market, owns by AMERCO • 1,300 retail centers, 15,000 independent dealers in US and Canada • Comparable price and convenience service
- 3. Customer • Large number of potential customers - over 40 millions people move within the U.S. each year Primary audience • 18-34 male and female - moving in town or in state for job switching/education - help parents/senior relatives to move
- 4. Competition • Penske- Primary competitor, offering almost everything same as U-Haul • Budget- Trucks at a higher price • Ryder- Higher price and provides lower quality internet based service • People hire moving companies or use their own vehicles to move
- 5. Objectives • Spread out the awareness of the brand • Get more internet users to www.uhaul.com to make the reservation or get to know about the service • Improve the company’s reputation • Remaining people’s first choice for moving truck rental
- 6. Strategy • Search Engine Optimization - Running key words like moving and truck rental on Google and other search engines to direct people to U-Haul’s home page when they are looking for help at moving
- 7. Strategy • U-Haul Forum - Build a Forum under www.uhaul.com - Divided the forum by each state or province, have live receptionist or local dealers to answer customers questions - Have LRs explain customers’ complains as quick as possible, in order to release the pressure from uhaul-sucks.com
- 8. Strategy • Public relation & collaborate - associate with an environmental conservation organization in order to run an environmental protection campaign together - present special deals for trailers to encourage people to rent the trailer instead of the truck, in order of reducing tail gas and benefit the environment
- 9. Strategy • Public relation & collaboration continue - print pictures of animals endangered by the global climate change on the trailers instead of “Venture across America”. Tagging “with the trailer you rent from U-Haul, you have helped us working on saving ____(the animal’s name)” at the bottom - make the trailer more catchable on road and better the reputation at the same time
- 10. Strategy • Social media marketing - Link the Facebook page of U-Haul to the Forum. Land the audience into their own state or province’s forum page when they click through Facebook - Invite people to follow the environment protection campaign and share the information about the endangered animals at the Facebook page