Member of Exotic Car Share can enjoy a week or weekend driving the World’s hottest exotic cars. Members paid an annual fee then reserved their choice of a Ferrari, Viper, Mercedes, Alfa Romeo, Corvette, Mustang Mach 1, and more. All were just a phone call or click away.
My first priorities were to give some love to the Website. A new design, an improved customer experience and a re-worked paid search program helped to triple inbound traffic. In 8 months we were at 500,000 page views and 100,000 uniques. (This also gave me ample time to develop my graphic arts and photo retouching skills.)
Most member car ‘reservations’ came from phone calls, but focus group research uncovered demand for email and Web ordering. A re-design of the Web ordering system provided members a convenient alternative that grew to nearly half of the orders. The annual membership renewal program was e-designed as well, adding email and telemarketing to existing direct mail efforts, lifting response nearly 20 percent.
A series of member events were also developed as a result of the research. We created events inviting members to a day of driving several models, we invited magazine editors in to showcase new models, and we created member-get-a-member events to bring friends in for test drives. Revenue from resulting new members and renewals increased five times over cost.
I did get to drive the Ferrari, in fact three different models, a 360, a 355 and my fav 348.
Deliverables: Corporate identity, focus group research, Web design and development, search (SEO and PPC), online banners, national, regional and local space, sponsored email, reciprocal linking, direct mail, telemarketing, public relations, graphic arts, lead source tracking, measurement and analytics for Web, SEO and CPC channels.