![]() During another, it partnered with BMW to showcase the 7 Series in select regions. As part of one joint promotion with Pepsi, Uber gave some customers free rides and beverages in an iconic DeLorean. One of the reasons Uber became so memorable so quickly was its knack for forging innovative brand partnerships. Forge meaningful long and short-term partnerships One of Uber’s best marketing ideas was to segment audiences to the local level so that customer service, promotions, and even mobile ad creative would be far more meaningful than a more general demographic. These kinds of local demand targeting decisions are continually refined by Uber’s engineers and lead to variations in pricing, marketing creative, and promotions.Īnyone seeking to promote their rideshare app must focus on local audiences first. In these regions, Uber showcases two-wheeler vehicle options so customers can reach their destination at a lower price. While Uber can serve mobile app users anywhere globally, the platform carefully segments audiences and precisely targets them by region and immediate needs.įor example, in countries like India, the average customer must deal with higher traffic congestion and reduced purchasing power than a North American city. Yet this perspective overlooks the fact that Uber’s marketing strategy is deeply rooted in local experiences. ![]() Uber’s surface appeal is that any customer can hail a car, read driver reviews, and submit a payment from a single, easy-to-use app. ![]() Every time a referred party uses this code, the referring rider earns digital currency to redeem on future rides. Each Uber rider can access a personal recommendation code and give it to friends and family. Referral programs: Uber’s referral program can drive loyalty by turning existing customers into word-of-mouth marketers.Taking advantage of UberX or Uber Black rides will double or triple your points, rewarding long-time customers and high-spenders. For every ride, customers earn points they can redeem on Uber rides and services like Uber Eats. Loyalty rewards: Uber Rewards is a relatively new service, but the concept of loyalty programs is tried-and-tested.When your first ride is free or heavily discounted, it reduces the entry barrier for new customers and helps generate goodwill. First-time discounts: Uber frequently offers first-time promotional coupons, both through in-app sign-ups and partner promotion codes.When implemented effectively, these techniques can have a similar impact at a grander scale: While local strategies are essential, rideshare platforms can go a step further with in-app mobile marketing and promotions. By the time Uber was ready to expand its reach, early adopter advocacy had supercharged its brand marketing efforts. Uber hosted sponsored events to introduce itself, gave free trials to tech influencers, and leveraged word-of-mouth marketing techniques. Instead, it developed a highly-targeted and localized early adopter strategy in the Silicon Valley area. When Uber needed to get the word out, a normal soft launch wasn’t enough. Uber handled this masterfully by leveraging early adopter advocacy and offering rewards for loyal customers. The ideal solution is to promote early adopters’ initiatives, helping both groups feel like insiders. The launch period for apps is always a crucial window for marketers, but rideshare platforms face a few additional challenges - their two-sided marketplace means that they need to attract drivers and riders at the same time. Uber marketing strategy Leverage the power of early adopters Local segmentation and targeting is essentialįorge meaningful long and short-term partnershipsĭesign marketing campaigns to reflect your audienceīe intentional about your social media presenceĬonsistent positioning, flexible messagingĬonsider bringing your mobile marketing in-house Want more insights like these? Check out "How to Market an App in 2021: Lessons from Mobile Leaders". In this article, we’ll take a closer look at Uber’s most successful early marketing strategies and highlight the lessons we should take away from each example. Any app marketer - rideshare or otherwise - is well-advised to study Uber’s marketing strategy to see how the company drove growth from the very start. In addition to its technical achievements, Uber’s multifaceted marketing strategy was a crucial contributor to its immense success. ![]() Uber is one of the great innovations of the 21st century, a pioneer of both rideshare platforms and the concept of on-demand marketplaces. Uber’s marketing strategy was revolutionary when the company launched, and it still holds immense value to rideshare marketers today.
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