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Promoting Market Innovation  and Growth through  Community – Based Marketing Presentation to the BrandSmart Conference June 24, 2010
I-GO Background and Mission ,[object Object],[object Object],[object Object],[object Object],[object Object],I-GO’s Mission: Reduce car ownership rates, decrease transportation costs, reduce urban congestion and improve air quality in Chicagoland neighborhoods
How it Works ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Decentralized – Available close to home and work 35 Neighborhoods and 6 Suburbs
How we differentiate from the competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Big Challenge
The Challenge for I-GO when we started and now ,[object Object],[object Object],[object Object],[object Object]
I-GO Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results as of 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Challenges to Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
US Car Culture ,[object Object]
Functional and emotional attachment to cars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trends moving against those ideas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
I-GO: Address functional needs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Address Emotional: I-GO Community
Segment Growing ,[object Object],[object Object],[object Object],[object Object]
Marketing Strategy: Addressing functional and emotional needs ,[object Object],[object Object],[object Object],[object Object],[object Object]
Leverage Partners: Joint Smartcard with CTA
Leverage Partners
Visibility: Transit Campaign with I-GO Members
Transit Campaign
Education: News Coverage
Visibility: Events and Street Teams
Summer Festivals
Visible Car Locations and Signage
Evangelists: Member Party
Evangelists: Social Media
Success  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Challenges Ahead ,[object Object],[object Object],[object Object],[object Object]
Leadership can change behavior

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Sharon Feigon - I-GO Car Sharing

Editor's Notes

  1. Hold parties – Faciliate community Two members got married