Sales leads generation increased by over 30% since campaign launch. At least 8-10 hot call-in leads are consistently generated on a daily basis. Web bookings (online sales acquisitions) surged by 22%. Singaporeans using Avis.com.sg for overseas car rental bookings versus booking direct with Avis Worldwide sites increased by 15%.
The Marketing Challenge
Avis, a leading provider of vehicle rental in Asia, is the world’s second largest car rental company. Its strong brand recognition particularly in the online space resulted from early dabbling in Internet marketing. Avis.com.sg outperforms its competitors but few locals make car rental bookings via Avis Worldwide sites. The main objectives of Avis’ campaign were to 1) Generate sales leads and 2) Promote the overseas car rental booking function of Avis.com.sg
1) Avis aimed to increase web traffic and subsequently, sales acquisitions for various automobile rental/ leasing services via their website which supports online bookings.
2) Apart from the above traditional goals of SEM, another challenge presented was to stretch beyond the domestic market to target outbound travelers.
Another objective was to brand Avis as an innovator in digital marketing trends.
Strategy: The consumer insight and communications strategy
SEM stood out as a cost effective and performance-based method to generate leads due to its Pay-Per-Click model.
The location-targeting ability of SEM was made use of to attract locals searching for car leasing services overseas. The versatility in ad text customization also allowed Avis to deliver customized messages to users to increase relevancy between the search query and search results. Users who search for related keywords would be constantly exposed to Avis’ ad messages displayed prominently either on the top or side portion of the search results to enhance top-of-mind-recall of Avis in the online landscape.
In order to maximize Avis’ reach, sponsored listings on Google & Yahoo’s worldwide network was tapped on to reach the global and local audience.
The Execution
To fully capture yet discern web traffic sources, separate ad campaigns were set up to fulfil the respective search queries. A list of broad search terms alongside specific keywords, both long and short tailed, were used. Traffic generated by each country was directed to their local website to increase the relevancy of the search to facilitate online bookings.
Different ad messages were crafted for respective target groups to raise conversion rates from visitors who landed on Avis’ website. As such, it would be easy to tackle customers with specific needs (e.g. limousine service) and seasonal promotions (e.g. NATAS fair).
Sales leads generation increased by over 30% since campaign launch. At least 8-10 hot call-in leads are consistently generated on a daily basis. Web bookings (online sales acquisitions) surged by 22%. Singaporeans using Avis.com.sg for overseas car rental bookings versus booking direct with Avis Worldwide sites increased by 15%.
The Results
Sales leads generation increased by over 30% since campaign launch. At least 8-10 hot call-in leads are consistently generated on a daily basis. Web bookings (online sales acquisitions) surged by 22%. Singaporeans using Avis.com.sg for overseas car rental bookings versus booking direct with Avis Worldwide sites increased by 15%
