Uber Eats is launching in Madrid and has developed a 5-stage marketing strategy to acquire, engage, and retain customers. The stages are: 1) Awareness - Uber Eats will partner with 6 influencers to promote the launch using social media. They will measure the number of impressions, engagements, clicks, and conversion rate. 2) Interest - Uber Eats will use email marketing, remarketing, and cross-channel ads to generate interest. They will measure opens, clicks, unsubscribes, and conversion rates. 3) Desire - Uber Eats will target customers during specific moments using SMS and email. They will measure opens, clicks, and conversion rates.

1. Marketing Plan I Carlos Collado
U B E R I E A T S

2. C H A L L E N G E I E A T S Launch

3. Customer Acquisition with
an Engagement Strategy
There are five stages we will cover in our strategy which allow
us to acquire, engage and retain Eaters, both existing Uber
riders and new users:

4. Awareness
Tactic 1
Ubereats teams with six influencers to promote the
launch of our new service #UbereatsMadrid campaign.
Using only six influencers, we can reach over one
million targeted consumers with high-quality content.
We invite them to a ubereats experience tasting in our offices.
We record and photograph the whole process in order to make
adorable content later on.
We co-create with the influencers their own-content about us
and set up a minimum and maximum of impacts.
Getting our brand noticed is the first step
and this means promotion.
Social media offer us the opportunity to
move beyond clever (and expensive)
marketing to activities which actively
engage with our customers.
Amount of Content Generated
Engagement
Number of Clicks
Conversion Rate
Key performance indicators

5. Our pitch to get them on board
Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we
make cities more accessible, opening up more possibilities for riders and more business for drivers. From our
founding in 2009 to our launches in over 320+ cities today, Uber's rapidly expanding global presence continues
to bring people and their cities closer.
Now, with our new app, U B E R E A T S makes it possible for you to
explore different cuisines at the tap of your smartphone screen.
We want you to join our unique and meaningful relationship we have created for you.
Do you want to join to the revolution?
“We send them an uber car to pick all of them and bring them to our offices to enjoy the experience”

6. U B E R E A T S display advertising on
websites or apps. It includes many
different formats and contains items
such as text, images,video, and audio.
The main purpose of our display
advertising is to deliver general
advertisements and brand messages
to site or app user or visitors.
Facebook ads
Instagram ad solutions
Twitter ads
Google display
Double Click Campaign Manager
Tactic 2
How would we
measure the results
of the campaign?
Key
performance
indicators
Impressions, Reach,
Cost, Engagement
Rate, Clicks, CTR and
CPC Visits, Visitors,
Page Views, Bounce
Rate, Engaged Visit
Rate, Conversion,
and Conversion Rate.

7. Interest
Tactic 1
Lead nurturing strategy Email marketing Content
about how fun,simple,magic and tasty is our product.
Remarketing
Once the lead has experienced the app but has not
ordered yet a meal, we use remarketing tactics to
impact them with promotion messages.
Cross channel Display messages “facebook, Instagram
email google display, dbm”.
Promotions discount in their first order.
At this stage our customers has an interest in our
service.
This is the point when consumers will begin to
search for something specific, probably online,
and begin their research. This research could be
significant and will include looking at customer
ratings, personal recommendations, availability
and location etc.
Cross channel Display kpis
Impressions, Reach, Cost,
Engagement Rate, Clicks,
CTR and CPC
Visits, Visitors, Page Views,
Bounce Rate, Engaged Visit
Rate and Conversion Rate
Email marketing kpis
Conversion
Open rate
Click-through rate
Unsubscribe rate
Average time before purchasing
Key performance indicators

8. Desire
Tactic 1
We target buyer personas in micro moments
with sms marketing and macro moments with
Email marketing
Lunch time office
Netflix at home
Picnic on a sunny day
This is where we move beyond the practical
pairing of product and need to make the
emotional connection between the consumer
and our brand and service. Whether this be the
service itself or our brand as the provider of
choice, connect with our customers on a level
that goes deeper than just being informative.
Email marketing kpis
Conversion
Open rate
Click-through rate
Unsubscribe rate
Average time before
purchasing
Sms kpis
Delivery rate
Failure rate
Click-through rate
Key performance indicators

9. Purchase Tactic 1
We give our customers and extra discount if they
share our app experience with their community of
friends.Managing our customers through the purchase
process to ensure they have a positive
experience will bring us far greater rewards in
the future.
Turning customers into loyal Advocates is the
holy grail for us, getting our customers to say
good things about us and recommend us to a
friend is probably easier than we think.
Numbers of shares and recommendations
Key performance indicators

10. Retention
Tactic 1
We give our customers and extra discount if they share our
app experience with their community of friends.
Creating opportunities for long term mutually
beneficial relationships is what social media was
made for.
Customer care post purchase is just as important
as the support we offer during the selling
process. Once a customer has selected us as a
supplier don't let them just walk away, build on
the connection that now exists, provide
opportunities for feedback, follow up support,
issue management and reviews.
Key performance indicators
Social media monitoring Kpis
Clicks
Likes
Comments
Brand Mentions
Profile Visits
Active Followers
Traffic Data
How many of these engaged fans are actually
interested in making a purchase from U B E R E A T S
Customer acquisition and conversion rates.
Birthday free meal Kpis
Numbers of users use that voucher

11. C H A L L E N G E I User Conversion

12. First Initiative
Segment our email contact list
Meet their expectations by using our email service provider’s segmentation and targeting options.
Our opt-in email subscribers usually expect quality output from us that is interesting and relevant to them.
We can sort our email contacts into segments based on recent conversion events or their behaviour on our app or
website (they looked at a particular meal, or read a specific piece of content).
Segmentation options like location, date added to list and purchase history. It’s clear to see how segmenting our
email list in these ways would lead to more relevant, targeted emails and higher engagement and conversion as a
result.
There are various types of emails we can incorporate into our email marketing strategy, from thank you emails sent
when people first subscribe or download a piece of content, to newsletter or bulletin style emails and lead nurturing
emails which send out relevant pieces of content or offers such as free trials or coupons.
Injecting variety into our email marketing output makes sense when we are dealing with recipients at different stages
of the buyer’s journey. Adapting the pace and style of our emails makes for increased relevancy and engagement.

13. Second Initiative
Triggered Emails To Remarket Abandoned Carts
Optimizing our shopping cart means maximizing the potential conversion of users deep in the sales funnel.
Even after our users have left, there is still a great opportunity to remarket to them. They initially added a meal to the
shopping cart because there is an interest to buy, which means they are further down the funnel. Often, they just
need time to consider the purchase or need a reminder at a more convenient time.
This is where an email triggered after abandonment is effective.
We send out a timed email with the abandoned shopping cart item or cross selling items to encourage users to pick
up where they left off.
We can test also the best duration of time after abandonment to send triggered emails.
It does not always have to be abandoned items, it could be recommendations that a user had not seen.
We pare the email with an incentive to complete the order, such as a discount.

14. B Y E !
U B E R I E A T S Food Delivery at the Tap of a Button