"Our vision is to build a global lifestyle brand," said Zipcar Chairman and CEO Scott Griffith. "Its not about cars, it's about urban life. We're creating a lifestyle brand that happens to have a lot of cars."
But since the car-sharing service is in 12 cities in North America plus London, media campaigns can't really reach the brand's target audience: urbanites within 10-minute walking distance of its cars.
"Even with today's highly targeted web, it's hard to target at that hyper-local level," Mr. Griffith said, adding the brand has marketing teams in each city that report back to Zipcar's Cambridge, Mass., headquarters. "So, our street teams do it block by block, zip code by zip code."
That initial strategy was put in place nearly five years ago and has since evolved to include some local web ads, transit advertising, PR and car fleets that are tailored to local Zipsters -- what the brand calls its members. In Seattle and Portland, Zipcar has cars equipped with bike and ski racks, as well as passes to get Zipsters into local parks for free. On the less-outdoorsy coast, that city-specific customization looks like transponders in the toll-ridden city of Boston.
On the street, Zipcar aims to exhibit the need for car-sharing in potential customers' neighborhoods. In Washington D.C., street teams planted a couch on one busy sidewalk with the sign "You need a Zipcar for this." The brand has also entered into partnerships with local businesses such as dry cleaners and coffee shops.
|Scott Griffith, chairman and CEO, Zipcar|
Tapping Zipcar customers to evangelize the environmental, health and cost benefits of car sharing, and aligning itself with those warm, fuzzy qualities, has paid off for the brand. The company reports 30% of new members come to the brand because of existing Zipsters.
All that adds up to 325,000 members at third quarter, and that's just the beginning. This year, Zipcar issued a study of 75 global cities that estimates a potential global car-sharing market of more than 37 million members and annual revenue exceeding $10 billion.