!

Intuitive Relevancy & Other Animals!

2013

Welcome to Founded

We opened for business in January 2012.

Now, we are 30 people strong.
And were here to move people.

Our promise

to move people

Our approach to
Direct Marketing

Intuitive Relevancy

In other words.

Make it Bloody
Obvious

Relevancy through personalisation

Again,
Its all about

What is personalisation?

Relevancy

Psychology

Relationships

You
Behaviour

Convenience

Uniqueness

Proximity

Personalisation involves using
technology to accommodate the
differences between individuals.

Personalisation Hygiene:

Data, transactions, processes,
habits, events, discounts,
messaging, recommendations,
offers, interaction.

Creating Intuitive Relevancy

Choice

Goal Dilution

Priming Bias

Habitual!
Actions

Cognitive
Dissonance

Chunking

Price Perception

Follow the Herd

Pluralistic
Ignorance

Scarcity
Perception

Spotlight Effect

Now > Future

Planning vs.
Impulse

Prospect Theory

Framing Bias

Loss Aversion

Architecture

Relevancy

Relevancy in action..

Zipcar case study

 Insert consumer video

Campaign Objectives

For Zip for Business:

Acquire 60k new customers
Turn interest into sign-ups
Drive up usage mid week especially in the B2B/SME market
Setup a detailed CRM framework

Key Insights
People fear the unknown. But relevance counters that.

Fear

Safety

Inconvenience

Unfamiliarity

Reliability

Cost

Small Print

Hidden Charges

Pre-set
Impressions

Habit

Complexity

Hassle

(London Driving)

Key Insights
Audience

Barriers

Message

Media Channel

All non-members

Brand personality/community
feel
Comprehension
Cost - Looking for the catch
Habit

Make a stand against Urbanitis

with Zipcar - Pay-as-you drive
car hire /car network without
any catches.

Roadside six-sheets. Taxi

panels
PR
Business literature
Facebook page
Website

- All inclusive
- No scary small print
- Only pay for what you use
All

Convenience availability

A safe way home, just one click

away

Zipcar-owned Roadside
Furniture (with QR code and
app unlock symbol)

Safety general (habit)

All

Convenience availability

Stuck? Click here to find and

book your nearest Zipcar

QR code six-sheets at hub

points (airports, stations)

Business

Familiarity - fear of the

unknown

E..g. hyper-tactical messaging

Stuck? Eurostar staff arent.
Theyve used Zipcar

Eurostar terminal leaflets to

departing Eurostar passengers

All non-members

Familiarity fear of the

unknown

Zipcar, the pay-as-you-drive car

hire that gets Londoners vote.
(e.g. Jude Law, Stephen Fry
etc)

PR, roadside six-sheets, taxi

panels

All

Cost

All-inclusive pay-as-you drive

car hire see how it compares
(price comparisons)

Tube cards, Digital

Website calculator

Key Insights
Audience

Barriers

Message

Media Channel

All

Fear of London Driving

The Zipcar Knowledge booklet

In London business bookstores

Give away at hub points
Free - in every Zipcar and
Zipvan
Emailable version to members

All especially
business

Reliability need
guaranteed cars

We guarantee your car will be

there waiting for you (or well give
you x)

Business literature
Website
PR (as part of bigger story)

Business

Reliability need
guaranteed cars

Late again for that meeting? Add

Zipcar to your travel portfolio and
we guarantee youll never be late
again. But dont just take our word
for itsee how our members rate
us on our website

Business literature
Website

Business

Impressions- car
condition, branding and
band

Need to make the right

impression? Just the car you
need, only a click away

Business literature
Website

Convenience

- From Audis to VWs, clean and

ready-to-go with one click of an
app

The Strategy Intuitive Relevancy

Test & Learn

Hyper-local targeting

Zipcar

Smart targeting

CRM

Plug the leaky bucket

Direct approach

The Campaign Rhythm

Phase 2

Phase 1
Test + Learn
Follow up eDM
PURLs

Zip Calculator
DM Piece

Print-ready
Infographic

Personalised
Outdoor Poster
Start-up trigger

Ready
to post

Zipcar in the UK

Relevancy in Action

Geo Relevance
Definition:
Zipcar potential industries
1.

2.

Hand-selected market sectors

to include any company that
would need to carry objects to
meetings.
Analysis of key market
sectors from Zipcar for
business database to
determine additional
sectors to target.

Greater London !
(all companies)!
228,775 businesses
Within proximity (500m) !
of a Zipcar!
148,414 businesses

With email address!

59,396 businesses

Senior Decision Maker!

40,612 businesses

Zipcar Potential
industries !
+ 2-50 employees!

20,654
businesses
Source: e-location

Lead Creative Approach

Creating Intuitive Relevancy

Via Personaslied DM
Personalised Address Plate

Personalised URLs

Front

Company
Name
Calculated individual distance

per recipients location

Outside cover

Creating Intuitive Relevancy

Via Personalised DM
Estimated savings!
per recipient + !
Available Zipcar

Map showing!
exact location!
of Zipcars

Every Zipcar
within proximity

Inside spread

Personalised URLs

Distance +
Mileage

Zipcar in the UK

Direct Roll Out:

Campion v Challenger

Campaign Plan
Phase 1!
DM

Initial 10,000 test and learn campaign

Brand

Phase 2!
eDM

Phase 3
Follow up eDM

Location

Framing

10,000 unique and relevant pieces of content

Results

DM response rate to website average 4.82

Response range 3.62 6.14
Route 2 (locality) outperformed Route 1& 3 by 63%

Website transactions conversion rate 9%

Increase in .com/business unique visitors by 14% week-on-week

eDM caused 24% uplift in average Wednesday traffic

Annual estimated revenue from acquistions 6:1 ROI

Results and implications on Phase 2

Circa 1,000 uniques to website 11% response level.
1.2% transactional response rate based on.
Primary need to: improve conversion.

The Zipcar Calculator

Infographic

Ready
to post

Final Thought

The more you practice, the

luckier you get.

thank you"
"
richard.perry@founded.com"
+44 7710122650"
Twitter: @richjperry"
Slides: slideshare.net/founded