A Zipster is one of 850,000 members of the world?s largest car-sharing service, Cambridge, MA?based Zipcar.
The com- pany was founded more than a decade ago by two moms, Antje Danielson and Robin Chase, who met when their children were in the same kindergarten class.
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Get Help Now!Today, Zipcar is owned by Avis Budget and offers self-serve, on-demand automobile reservations by the hour or day to three distinct customer segments: city dwellers, business people, and college students. Using various marketing channels and promotional activities, Zipcar targets each segment using a slightly different approach.
Zipcar employs several forms of advertising to inform, persuade, and remind, but the most effective approach is direct and personalized. Based on demographic informa- tion, the company uses technology to find the right target audiences to deliver the most timely and relevant messages. For example, Zipcar uses social media to market to college and university students with a message about the benefits of picking up and driving a Zipcar on or nearby campus and reserving a car using a mobile device or the web.
The message to college students centers on the convenience and ultimate benefit of being a Zipster, when considering the expense of owning and maintaining a car while still in school.
For city dwellers, Zipcar?s marketing focus is on running errands or getting out of the city for a daylong excursion.
Not everyone understands how Zipcar?s service works.
From an advertising perspective, the company has discov- ered the effectiveness of direct response TV, which is TV advertising purchased on a national basis that appears in local markets. This approach has proved valuable to Zipcar?s marketing mix.
TV commercials are used to build awareness and inform users about how the service works. Unlike a traditional car rental service, Zipcar is based on the use of technology.
Zipcar members have automated access to rentals using a ?Zipcard,? which works with the car?s technology to unloc
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