VCW 4 Anygo: Driving Car Sharing Adoption in Belgrade
Implementing a targeted B2C marketing communication strategy to educate and engage the Belgrade market with Anygo's car sharing service.
What is the right B2C marketing communication strategy for Anygo for introducing car sharing in Belgrade?
Anygo, a car sharing service launched in Belgrade, Serbia, faced low adoption among locals. This project employed the VCW framework to develop a B2C marketing communication strategy focused on social media marketing and on-car advertising to increase awareness and understanding of car sharing.
Overview
Anygo, the first car sharing service in Serbia, needed to increase adoption among local residents in Belgrade. The team used the VCW method to identify the root cause of low adoption, which was a lack of familiarity with car sharing and Anygo's service. The project focused on developing a targeted marketing communication strategy that included social media campaigns and on-car advertising to educate and engage the target audience.
Application
The project began with a diagnostic phase, analyzing the European car sharing market and Anygo's position in Serbia. The team used 5Cs and Porter's Five Forces analyses to understand the market dynamics. Interviews with customers and stakeholders revealed the need for better education about car sharing. The team defined KPIs related to new customer acquisition and awareness. Through brainstorming and AI tools, they generated ideas and filters. The POKER method helped refine and prioritize these, leading to the selection of social media marketing and on-car advertising. A multi-criteria decision analysis matrix evaluated the ideas against the selected filters. The team developed a prototype that included a targeted SMM campaign and vinyl stickers with QR codes for on-car advertising. The implementation plan included a phased approach with clear timelines and responsibilities.
Key Takeaways
Education is Key: Overcoming a lack of awareness about a novel service like car sharing requires a strong educational component in the marketing strategy.
Targeted Social Media is Effective: Utilizing social media platforms to reach the specific target audience (Millennials and Gen Z) is crucial for engagement and awareness.
On-Car Advertising Enhances Visibility: Combining digital and physical marketing, such as on-car advertising with QR codes, improves accessibility and understanding of the service.
Continuous Feedback is Essential: Regular interaction with key decision-makers and stakeholders ensures the project stays aligned with business objectives.
Data-Driven Decisions Drive Success: Using data from customer interviews and market analysis helps to refine the marketing strategy and ensure its effectiveness.
Conclusion
Anygo's strategic use of the VCW framework demonstrates how a structured approach can effectively address marketing challenges. By focusing on education, targeted communication, and continuous feedback, Anygo successfully developed a marketing strategy that is poised to increase adoption and drive growth in the Belgrade market.