Enterprise Activates 10,000 Events to Boost CarShare
The concept of the rideshare has exploded, offering car-less urbanites the sweet freedom of borrowing a vehicle when they need it, without the hassles of owning one—and parking one. But the key behind the success of these membership-based services is finding consumers who are open to the idea of alternative transportation options, and then getting them to sign up.
For the launch of its CarShare service, Enterprise wanted to intercept large numbers of its target audience, set the stage for consumers to sign up for its service and stay one-step ahead of the competition. To do this, the brand enlisted an army of more than 100 staff members to activate more than 10,000 events across five markets, including street-side registration kiosk stands.
In each market, Enterprise activated a two-pronged strategy—first, to take over neighborhoods in high-traffic locations for hyper-local events. The street teams reached out to residential complexes to host tenant appreciation events, from wine and cheese happy hours to rooftop socials and pizza parties. The second part of the strategy targeted large community events such as fairs and festivals with branded tents, banners, cars on-site, games and giveaways. Partnerships with local restaurants offered complimentary lunch or beverages to patrons in return for signing up.
The brand reported that street team acquisitions garnered the greatest majority of new members and outpaced all other sales drivers.