Carbar claims to be a brand with a complex range.
The car subscription company successfully increased its audience and brand awareness almost exclusively through digital channels and grew significantly through 2020 and 2021.
“We have a complicated story to tell, and to tell it we had to clarify our proposal, create a category, create a new audience, and let them know about our service,” Kieron Wogan, Carbar’s chief marketing officer, told CMO.
“When I started Carbar, the company tried to do a lot of things, but it wasn’t really clear what worked or why. We did our market research, identified the audience, and instead of doing a lot of mediocre things, we agreed to focus on a few channels and do them well. ”
With the support of IAG, Carbar has developed a social-first approach that offers the startup valuable tools in its marketing kit. “We identified social media as a key channel to get attention, start building the brand, and drive leads. This would allow us to challenge category norms, do things differently as we test and refine our messages to quickly see what works and what doesn’t, ”said Wogan.
“To do this well, we needed creative people who were suitable for the channel and who knew the platforms so that we could combine the right media thinking with best-practice creatives. We have teamed up with Connecting Plots and this year increased our subscriber base by over 900 percent. ”
Wogan explained that social media enables Carbar to reach its target audience efficiently. The organization added artificial intelligence (AI) improvements, but found that wide targeting is more efficient than tight targeting. “This means we can reach more people for less,” he noted.
But it’s not just about reach. “With AI, we can also focus on engagement and create different multi-purpose creative groups to quickly learn what message is getting across to each audience and adjust and iterate based on the insights.”
To effectively measure social strategies, the brand has invested heavily in its data and technology capabilities. “We review performance daily, weekly, monthly, and quarterly, focusing on interest, demand, cost, and lifetime value,” said Wogan.
By focusing on a few channels, Carbar’s marketing team can turn campaigns on and off or spend to see the impact on leads and sales.
“We use social media to introduce and influence various metrics. Some of the most important ones are our availability efficiency through CPMs, the cost of increasing website access and the cost of lead conversion,” continued Wogan.
To improve its offering, Carbar has conducted a lot of customer research, from qualitative interviews to internal and external surveys about what is appealing and what the weak points are for its customer base. Two main desires continue to emerge in groups that prefer a car subscription: The desire for a flexible life and for financial stability.
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“Through our surveys and social tests, we’ve found that messages are flexible [no commitment]Convenience [all-inclusive costs] and simplicity [simple weekly payment] The best response is with prospects, ”explained Wogan.
Develop creative messaging
Carbar has three main pillars that are part of his creative mission every month. “We try to survey our customer and lead base quarterly in different business areas. These insights are shared with our team and partners and included in briefs, ”said Wogan.
“We review the top performing subjects, create variations, and add new messages to the mix. Every month, every campaign we plan to do our best with a new, improved set of creatives. We often find that creative fatigue or decline is slower than we think. For example, one of our creatives has been in our top performing campaign for almost a year. “
The next focus is on testing and learning across all channels and gathering a variety of insights from all activities.
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Obviously, each channel has its role to play and some are complementary. We have and are currently leveraging creative insights from social networks across other channels. We have used them with some success in Search and Messaging in our Lead Nurture and CRM -Programs coordinated, said Wogan.
Carbar is very clear about targeting a certain customer segment – those who want to simplify vehicle ownership, have flexibility and cost security.
“We will continue to drive and expand our initial digital technology and customer strategies and apply the insights we gain along the way to efficiently scale our business over the next few years,” added Wogan.
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