This is how DriveNow runs its marketing in Finland

DriveNow’s marketing is performance-driven, technical, and modern. The team is data-driven, experimental, and agile. We scale up, productize, and automatize the marketing experiments that have worked. We use advanced analytics to build pricing and segmentation models and to develop customer experience.

 

This is all good, but what if nobody cares?

Marketing’s job is to grow both the business and the customer value by developing new products and taking them to new markets.

However, when talking about growth, we often have a very narrow view on marketing. We tend to focus on digital and technical performance and ad optimization. The myth of a “lone unicorn growth hacker who can make products grow exponentially overnight” still prevails.

Yet growth can only occur when a multi-talented, client-focused growth team has the mandate to innovate for the users’ benefit. The functional and technical performance doesn’t cut it if the product doesn’t mean anything to its users.

 

Why does DriveNow matter?

The disruption of car ownership and mobility and the trends related to sustainability and the sharing economy are a big part of DriveNow users’ reality. DriveNow enables its users to live a more sustainable lifestyle in a practical way. Customers now have a smart way to move from A to B and a functional alternative to owning a car.

By sharing values and meanings with its users, DriveNow reaches new customers where traditional advertising doesn’t work. These are places where referrals, recommendations, and positive word-of-mouth rules.

 

Building habits is the fuel for growth

One of the fundamental drivers of growth is when marketers focus on generating customer lifetime value instead of focusing on acquiring new users. In practice, this means following user activity and retention rates to ensure that a significant proportion of customers use DriveNow on a regular basis.

Few users will make a habit of the DriveNow experience right away. Habits are formed when users encounter a series of positive experiences that are both relevant and meaningful to them.

Therefore, our biggest marketing opportunities lie in developing the customer experience, from how DriveNow is adopted to how it affects everyday life. The most important operational aims of marketing are: following user activity, and helping users establish DriveNow in their regular routines.

 

How do we keep the spark alive?

DriveNow will remain in people’s minds by proactively interacting with its users. For DriveNow to be significant to its users tomorrow, the users must be a part of developing the service today.

The most active DriveNow users are 10% of the customer base, and they form the DriveNow community. Our job is to get to know these people and use their feedback and intel to develop the service even further, all the way from the quality of our customer care agents to the availability of the service and the features inside our app.

We make sure that the members of the DriveNow community know that we care. Who wouldn’t want to be a member of a community, where they are appreciated in? And wouldn’t you want to introduce your buddies to a service you’ve been a part of developing?

DriveNow’s marketing is performance-driven, technical, and modern. The team is data-driven, experimental, and agile. We scale up, productize, and automatize the marketing experiments that have worked. We use advanced analytics to build pricing and segmentation models and to develop customer experience.