How to develop an effective marketing strategy for your vehicle-sharing business
December 28, 2023
min. read
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Marketing in the mobility business is unique because your fleets – be it scooters, bikes, cars, or mopeds – are like a flexible billboard moving all over the city. Whenever someone chooses your service, they essentially parade it around town like a brand ambassador, and even when your fleet is stationary it attracts significant attention as people constantly see it on the streets.
In other words, urban mobility businesses enjoy high brand awareness.
Still, for mobility entrepreneurs, this is the norm. Namely, it's an industry baseline that everyone benefits from and it won't necessarily help you gain more customers, outperform competitors, and boost business.
To do all of those things, you still need an effective marketing strategy that reaches the right audiences and activates users.
Understanding your target audience
Vehicle-sharing customers are diverse, as are their motivations for using the services. Since you're likely operating in a very specific market, i.e. a particular city or region, it's critical to identify and understand your target audience and the different segments to not only reach and speak to the right people, but also avoid wasteful ad spend.
Determining who you're marketing to will also help you in defining the messaging and channels you use, which are key for successful campaigns.
1. Differentiating between B2C and B2B segments
The broadest categories are business-to-consumer (B2C) and business-to-business (B2B). While most people associate vehicle sharing with B2C, e.g. a person zooming on a scooter down a bike lane to make an appointment, the reality is that the far-less-visible B2B segment is thriving with initiatives like corporate car sharing schemes.
The messaging for these two – the individual on the scooter and the CEO looking to offer a convenient mobility solution to their employees – will vary greatly. Different pain points, motivations, and use cases mean that you must adapt how you talk to each segment and differentiate between the two from the get-go. That is, if you're looking to target both.
2. Conducting market research to define customer personas
Whether you're focusing on B2C, B2B, or both, you should research who are the people using/buying your services. The goal is to have your marketing efforts reach the right people, and by digging into the background of your customers, you'll gain an understanding of who they are.
To do so, dive into demographics (age, gender), use cases (how, when, and why they travel), and price sensitvity (how much they spend, do discounts affect their decisions), among other things. Companies often craft user personas by putting all of this information together and creating a profile of the average customer, which they then use to develop their messaging.
Do note that if multiple dominant categories emerge, it's completely normal to have 2-3 user personas. Plus, these can evolve over time, so make sure to conduct ongoing research and refine it according to new data.
Finding the right marketing channels
Once you know who you're targeting, it's important to find out where these people are to reach them in the most effective way possible. If your primary customers are college students, you're unlikely to find them on Facebook.
Generally speaking, we can split the marketing channels into two categories – online and offline.
Online channels
Nowadays, digital marketing is where the bulk of action happens.
Social media platforms offer a fantastic opportunity to reach your specific audience, as they typically allow advanced targeting. By narrowing down various parameters, such as location, demographics, and even related preferences (the factors we defined when creating user personas), it's possible to have very cost-effective ads that generally reach the people who are most likely to convert. Collaboration ith influencers is also an increasingly effective strategy.
However, you must carefully consider which platforms to advertise on. B2C content will thrive in places like Instagram, but, if you're targeting CEOs and CPOs for B2B services, LinkedIn may prove to be a better fit. It's extremely difficult to accurately predict which platform will perform best, hence it's wise to have a presence on multiple platforms, and allocate budgets according to observed returns.
Search engine and content marketing is another avenue worth exploring – think of it as your company showing up as the first result when somebody searches for a keyword relevant to your business, e.g. “best car-sharing in (city)”. This can be paid, where your website or app appears as a sponsored result. Or it can be organic, where you produce valuable content that ranks highly on search engine result pages.
Organic content may take longer to deliver results, however, it can offer greater long-term return on investment (ROI). For example, if your city is a burgeoning tourist destination, you can create a guide on how to get around the city and include your services as one of the best ways to do so.
Display advertising is another paid channel and, in essence, it entails paying partners to place ads/banners of your services on their website. For display advertising to succeed, finding the right partners is key. For example, it might make more sense to have your car-sharing service banner appear on a local tourism page or a student club website than a clothing e-commerce store.
You'll find further digital marketing opportunities with email marketing, referral programs, push notifications and more. With online advertising, experimentation is critical – test various methods and platforms to explore what brings the greatest ROI.
Offline channels
Offline channels include things such as traditional media (TV, radio, print), outdoor advertising, as well as partnerships and sponsorships. These can complement a strong digital marketing strategy, particularly as it relates to standing out among the competition.
Fostering brand awareness is its strong suit, as offline advertising typically struggles with driving direct conversions. That is, a bus stop poster may not give you immediate app downloads, but its primary value lies in your business being top of mind when the potential customer is looking for a mobility solution.
Of course, you don't have to – nor should you – go all-in on a single channel. Rather you should dabble in multiple to see what works, and then double down on the most effective channels.
Allocating ad spend effectively
The goal of any marketing effort is to invest $1 and get more than $1 in return. Working with a limited budget means you must carefully manage your ad spend to get the most out of it.
First, you should define measurable goals for your marketing campaigns. Setting key performance indicators (KPIs) allows you to measure the success of your campaign. These KPIs – e.g. app download, website visit, account creation, first ride, user activation – can vary between channels, platforms, and campaigns, however, they should always be conducive to achieving your business goals.
With clear goals, you can evaluate performance. Investing in various channels and seeing how they perform will provide you with insights about which should be left alone, and which are the more lucrative ones that demand prioritzation.
Still, here are some things to keep in mind:
- Adapt your campaigns to each platform. A video of a teenager dancing around your scooter might do great on TikTok and flop on LinkedIn.
- Take into account that vehicle-sharing, and e-scooters in particular, can be a very seasonal industry and your marketing goals should reflect that.
- Your campaigns should become more effective over time as you gather more data, so don't get discouraged early on.
- Always tackle low-hanging fruits first, namely, the opportunities that give you the most returns with the least amount of effort.
Effective ad budget allocation is a balancing game that you will get better at with experience. Early on, it's about defining achievable goals and finding the easiest way to reach them.
Making use of ATOM Mobility's features for marketing
Best-in-class software platforms for mobility, like ATOM Mobility, should offer various tools that help you along in your marketing journey.
For example, ATOM Mobility can inform your overall strategy with the comprehensive analytics business owners can find in their dashboard. Ride and customer data, statistics and heatmaps, reports and insights can all help you get a better grasp of who is using your services and where. This, in turn, may aid in defining user personas and ensure you don't have to start your marketing from scratch.
More directly, ATOM Mobility also offers inbuilt advanced marketing tools:
- Loyalty and referral programs that drive word-to-mouth marketing,
- Integrated email marketing, in-app messages, and push notifications that help stay top of mind and re-activate existing users,
- Discounts, promos, and bonus zones that appeal to deal-chasing customers.
This article has mostly focused on customer acquisition, however, retention and activation should also have a prominent place in your strategy. By leveraging your own organic communication channels – your app, email subscribers, social media – you can increase customer lifetime value, boosting revenue at low expense to yourself.
Level up your mobility business
A well-executed marketing strategy can elevate your business. Putting one together takes effort and resources, but it can be the difference between struggling to make ends meet and a thriving mobility enterprise.
So, identify your customers, target them where they hang out, iterate and optimize. And make sure to use tools and platforms that help you along the way.
Interested in launching your own mobility platform?
Click below to learn more or request a demo.
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Fleet management with ATOM Mobility: The future of task automation
🔧 🚗 Simplify fleet management with automation! ATOM Mobility’s latest Task Automation feature creates maintenance tasks automatically, so you can focus on growth instead of scheduling. From mileage-based services to feedback-triggered check-ups, this tool has your fleet covered.
November 11, 2024
min. read
Automating fleet management with ATOM Mobility: The future of task automation
Managing a fleet comes with many moving parts—from ensuring vehicles are serviced regularly to addressing feedback and operational needs. ATOM Mobility’s new Task Automation feature optimizes this process by automatically creating tasks based on each vehicle’s real-time parameters, such as mileage, time, user feedback, and ride count. This allows fleet operators to focus on strategic growth while routine maintenance and issue resolution become automated. Here’s how this feature could make fleet operations smoother, efficient, and more scalable for shared mobility and rental businesses.
Task automation for fleet management
ATOM Mobility’s Task Automation feature builds on its ongoing focus to simplify fleet management. This new addition enables operators to automate task creation based on specific vehicle metrics, reducing manual effort and enhancing overall fleet efficiency.
The idea is brilliantly simple: instead of creating tasks manually (which can be tedious and time-consuming), this tool will automatically create tasks for you based on pre-set conditions.
With Task Automation, you can set specific parameters that will trigger task creation, such as mileage, ride count, ratings, or time. Picture this: every 5,000 kilometers driven, the system can automatically create a “Tire Check” task. Or if a specific vehicle receives user ratings below two stars, a “Low user review, check up required” task can be triggered. This approach to task generation not only saves valuable time but also ensures that vehicles receive consistent care based on real usage and performance, not guessing.
How task automation works in a nutshell
Setting up Task Automation in ATOM Mobility’s dashboard is designed to be as seamless as possible. The process essentially boils down to three simple steps:
- Log in to the ATOM Mobility platform, and head to the Fleet Maintenance section under “More.”
- Create a new automation: Specify the task type (like check-ups or cleaning ro anything else), set priority (low, medium, high), choose the relevant vehicle model, and add an optional description.
- Set a trigger parameter and value: Choose the metric that will trigger the task, whether it’s mileage, ride count, user feedback, or time schedule.
Once everything’s set, the system will keep track of these parameters for each vehicle, ensuring that when a trigger is met, a task will be created automatically and added to the dashboard. You’ll have everything you need to keep each vehicle in tip-top shape without manual oversight.
Why task automation is a game-changer for shared mobility operators
It’s no secret that keeping up with fleet maintenance can be a full-time job—and then some. Task Automation is built to give you time back in your day and enhance fleet health without excessive manual work. Here’s how it shines:
- Minimizing downtime and maximizing efficiency: With automated tasks created on schedule, you’re reducing the chance of missing maintenance, which can lead to unexpected breakdowns or, worse, unsatisfied customers.
- Boosting customer experience: Users expect seamless, safe, and reliable rides. By setting automated checks based on feedback ratings, you can address any hiccups before they escalate, like a regular check-up triggered when user ratings dip, ensuring issues are handled swiftly.
- Optimizing resource allocation: Operators save time, money, and stress by allowing ATOM’s platform to handle task creation. Staff can then focus on actual maintenance rather than constant monitoring and task creation, ultimately lowering operational costs.
Examples of task automation in action
To illustrate how powerful Task Automation can be, here are some scenarios where it could make a real difference for fleet operators:
- Mileage-based maintenance: Automatically set oil changes or tire rotations every 5,000 kilometers. No more sticky notes or vague reminders—once the mileage threshold is hit, the task is created instantly, saving time and maintaining vehicle health.
- Feedback-based follow-ups: Let’s say you have a popular scooter, but a few users have noted a squeaky brake. Once the feedback drops below a specific rating, an automatic check-up task is created. That way, you don’t have to wait for a cascade of bad reviews before you act.
- Time-based cleanings: Hygiene is crucial, especially in shared mobility. You could set a task to clean and sanitize vehicles after a set number of hours or rides, ensuring each user gets a fresh experience without needing someone to track hours.
Task automation meets scalability: ideal for growing fleets
For any business with a growing fleet, Task Automation provides a clear advantage. By using parameters to generate tasks, you can scale up without needing additional manpower just to manage scheduling. As your fleet grows, Task Automation scales with you, handling more vehicles and keeping you updated on the health and performance of each.
Think of it as a maintenance manager that grows alongside your fleet without increasing your operational costs. It’s no longer about manually checking every vehicle at every mile marker; it’s about letting the system manage maintenance alerts while you keep your attention on strategic growth.
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Getting started with task automation on ATOM Mobility
Setting up Task Automation is straightforward, but don’t hesitate to ask ATOM Mobility’s team for more detailed guidance. Here’s a quick overview to get you started:
- Select your trigger: Choose between kilometers, hours, ride count, or ratings, based on what matters most to your fleet.
- Define your task requirements: Each task is customizable, so you can specify different needs depending on the type of vehicle or its usage.
- Monitor with ease: Once in place, the automation will handle task creation. Just check in via the dashboard to monitor progress and handle any high-priority issues as needed. All the information and tasks are synced between the dashboard and fleet manager app.
ATOM Mobility’s commitment to innovation means we’re constantly updating our features to make fleet management more efficient and automated. Task Automation isn’t just a convenience—it’s an opportunity to elevate how you manage and grow your fleet in a sustainable way. With automation taking care of repetitive tasks, your team can focus on what really matters: delivering an outstanding experience to every rider.
Why now’s the time to automate with ATOM Mobility
The shared mobility industry is moving faster than ever, and staying competitive means embracing tools that make operations smoother and more efficient. ATOM Mobility’s Task Automation feature is a game-changer that brings automation to the forefront, allowing operators to focus on high-impact work while leaving routine tasks to the platform.
Whether you manage a fleet of e-bikes, scooters, or vehicles, automated maintenance can streamline your operations, prevent issues before they arise, and let your team work smarter, not harder.
Explore more about ATOM Mobility’s fleet management solutions on their blog and discover other products that can help you on your way to creating a micromobility fleet!
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Explore the future of mobility: must-attend events in Q4 2024
🚀 Ready to explore the future of travel and mobility? Here are the top 2024 (Q4) events for business owners and those looking to enter the mobility space! Don’t miss these opportunities to connect, learn, and meet ATOM Mobility team💡
October 14, 2024
min. read
ATOM Mobility will be attending three major events that focus on micro-mobility, car rental and taxi industry. We’re looking forward to making new connections, meeting potential partners, and showing how our platform can revolutionize shared mobility. Here’s where we’ll be and why you should join us!
World Travel Market (WTM) London 2024
- When: November 5-7, 2024
- Where: London, UK
- Website: World Travel Market London
WTM London is one of the biggest events in the travel and tourism industry, but it’s not just for travel enthusiasts! There’s a growing focus on sustainable urban mobility, making it an exciting event for businesses in the micro-mobility and vehicle-sharing space.
With industry leaders from all over the world, this is a fantastic chance to network and learn about how mobility is becoming a key part of travel experiences.
EU Taximesse 2024
- When: November 8-9, 2024
- Where: Cologne, Germany
- Website: EU Taximess
The EU Taximesse is Europe’s top event for taxi and ride-hailing services, but it's not just about taxis anymore. This event is also a great place to explore new mobility technologies, including vehicle-sharing and fleet management solutions. If you’re working in or alongside these industries, this is the event to check out.
Micromobility America 2024
- When: November 14-15, 2024
- Where: Costa Mesa, California, USA
- Website: Micromobility America
If you’re into micro-mobility, is the event to be at! Taking place in California, this event brings together industry leaders, startups, and city planners to discuss the latest trends in urban transportation. From e-scooters to e-bikes, it's a hub for everything micro-mobility. We’re excited to be attending this event to explore how cities can build smarter, greener transport solutions. Whether you're a startup, an investor, or a city planner, we'd love to connect and discuss how we can collaborate to transform urban mobility.
Why are these events a must, if you’re working in the field?
Connect with industry leaders: These events are the perfect place to meet key players in the mobility industry. Let’s chat and see how we can work together to drive innovation in micro-mobility and vehicle-sharing.
Discover the latest trends: Stay ahead of the curve by learning about the newest technologies and business models shaping the future of transportation.
Grow your business: Whether you’re a startup looking for partners or an established company aiming to expand, these events offer incredible opportunities for collaboration.
Shall we meet?
Are you planning to attend any of these events? Reach out to us – we can’t wait to connect!
Don’t miss out on these amazing mobility events in the last quarter of 2024! Whether you're in Cologne, London, or California, these events offer an unbeatable chance to learn, network, and explore the future of urban transportation.
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