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Uber for business imc final presentation
- 1. UBER MARKETING COMMUNICATIONS CLIENT UBER FOR BUSINESS PROJECT GIOVANNI DIMAS CAMACHO ABHAY GHATPANDE JORGE TATTO TEAM 2015-‐10-‐15
- 2. AGENDA UBER FOR BUSINESS & MTL MARKET OVERVIEW PRIMARY RESEARCH RESULTS PROPOSED CAMPAIGNS TIMELINE & BUDGET TAKE AWAYS
- 3. “DARE TO BE DIFFERENT – FOR ONLY THEN YOU’LL MAKE A TRUE DIFFERENCE!" Janina Kugel Siemens AG Board Member
- 4. OVERARCHING GOALS FOR UBER BUSINESS A cultural change where Uber Business users are treated as business partners. Improving the communication channel with drivers and users will increase the long term growth of the U4B platform Partnerships allow Uber to multiply its efforts
- 5. PROBLEM STATEMENT Develop an integrated marketing communications strategy to address the following problems: 1. Low Awareness of U4B 2. Adoption resistance due to constant media attention 3. Dormant accounts 4. Incomplete account activation
- 6. SWOT STRENGTHS Good Uber awareness Less expensive than a taxi Transparency & controls OPPORTUNITIES 107,000 SMEs and Micro Enterprises 20,000 daily taxi trips Low implementation cost WEAKNESSES Lack of clear communication channels Lack of resources Tight corporate controls. THREATS Public Policy Negative media coverage Retaliation from taxi associations. UBER FOR BUSINESS SWOT ANALYSIS
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- 8. UBER AWARENESS & PERCEPTION IS GOOD, U4B is UNKNOWN Uber awareness and experience highly rated Awareness of U4B is low U4B interest grows once users learn about benefits Uber campaigns awareness is relatively high Participation and willingness to pay is low Hypothesis: users love it once they try it the key is to get people riding
- 9. 5% Uber for Business Awareness 100% Willing to Promote 90% Regular Communica>on DRIVERS ARE A GREAT ASSET TO PROMOTE SERVICES HERE’S WHAT WE LEARNED FROM DRIVERS:
- 10. CAMPAIGN GUIDELINES / SELECTION CRITERIA Generate media buzz, good PR, good visibility No paid media advertising Elegant, dynamic, exciting, fun, experiential Doesn’t necessarily involve coupons or promo codes
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- 12. CREATE A CLEAR COMMUNICATION CHANNEL WITH DRIVERS TO KEEP THEM ENGAGED Inform drivers about the service Train them in conversation skills Allow drivers to provide promotional handouts
- 13. INFORMATIONAL KIT FOR KEY DECISION MAKERS IN TARGET COMPANIES Build a database Personalized first contact Follow up with a call or a visit
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- 15. OFFICE ON THE GO, A PREMIUM EXPERIENCE Door to door service Offer Wi-‐Fi in the car Offer power outlets Don’t work and drive… we take care of the ride.
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- 17. CSR CAMPAIGN IS KEY TO CREATING POSITIVE CONTENT Homeless shelter: serve meals for the homeless Montreal Children's Hospital: interact with the kids Clean a road: Pick up trash Animal shelter: extra points if you adopt a puppy! Uber Community Day, inviting business partners to make a difference in their community Winner will get a recognition from Uber as “Impact Maker”
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- 19. INTEGRATED CUSTOMER SIGNUP SYSTEM Step-‐by-‐step instructions, end with a fun video Troubleshooting guide Personalized email with support contact information Account active 2 weeks later 2 weeks later www.youtube.com/watch?v=DtyfiPIHslg
- 20. 2016 2017 Internal Alignment: Drivers Restaurant partnerships Tank Event Introductory Kit Mobile Office Campaign Uber Community Day Integrated Signup System Comedy Campaign Mobile Office Reward Program Campaign Low Awareness Adoption resistance Dormant accounts Incomplete account activation Restaurant partnerships
- 21. BUDGET 1. Low Awareness • Drivers: Water bottles…...........................$7,500 (30 days) • Businesses: Informational Kit.………...............$1,500 (100 kits) 2. Dormant Accounts Office on the go………………..……..$TBD 3. CSR Campaign Uber Community Day………..…..….$TBD 4. Incomplete signup process Integrated signup system…..………$10,000 video
- 22. KEY LEARNINGS Keep drivers engaged and aware of new services and events. Drivers are the primary touchpoint of the company More resources need to be available to ensure success The key is a personalized approach to businesses
- 23. THANK YOU FOR RIDING WITH UBER BUSINESS!