2011 Digital Strategy | May 6, 2011 ,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,Table of Contents,• Objectives,• Marketers’ Digital IQ Index,•,•,•,•,•,•,•,Consumer Insights & Take Away,Comparative Analysis,Hertz China Opportunities,Digital Strategy,Creative Concept,– Brand Website,– Online Campaign,Hertz China Digital Ecosystem,Timeline & Cost,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,2,OBJECTIVES,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,3,Objectives,How we understand your objectives,Project Objectives,Digital Objectives,Improve features and user experiences of HertzChina.com.,Develop new and improved site structure catered to Chinese digital user behavior and brand position.,Reach, capture, and recruit in digital space.,Establish brand uniqueness of Hertz China.,Generate brand awareness and user engagement online.,Develop CRM strategy that is fully activated within HertzChina.com e-commerce site.,Define Hertz China’s brand proposition and outstanding services to differentiate from competitor brands.,Design a multi-platform digital campaign linking between brand site, SNS presence, and mobility devices.,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,44,Marketer’s Digital IQ Index,How do other players do digital successfully, and what they seek after.,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,55,Successful Players’ Principles,The last thing we want is to take a campaign idea that was made for TV and use it to create a digital campaign.”,Offer something that’s useful, not just generate awareness.”,Red Bull knows how to do it. They try to push you towards sports, things that are relevant, not boring. Link to brand essence not just the brand.”,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,61,Successful Players’ Principles,Must establish realistic process, to make sure it doesn’t get put on a shelf.”,Every phase, every move, and every touch point on digital for campaigns should hang off the strategy umbrella.”,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,77,Successful Players’ Principles,Every successful brand has a DNA, it’s very own unique DNA. And what that should align with is one of a kind market offering.”,What does the digital future look like and how can we play?”,What are our strengths according to the consumer insights and how can we capture these?”,Opportunity lies on not just what we choose to do, but more so on what we choose NOT to do.”,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,88,Successful Players’ Principles,What innovation should mean, is how well it is being used by our consumers, not how rare they will touch it.”,Create world-class award winning digital assets for us, not a bunch of me too.”,Being innovative sometimes means coming up with a new method with old tricks. ,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,99,CONSUMER INSIGHTS & TAKE AWAY,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,10,Customer Expectation?,*Results generated from email survey conducted with 100 respondents within targeted audience group. Of which, local respondents and expatriate respondents take up equal split ,Your communications on SNS should be well-balanced between sales promotions and aspiration,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,11,Customer Expectation?,*Results generated from email survey conducted with 100 respondents within targeted audience group. Of which, local respondents and expatriate respondents take up equal split ,92%,Locals do it for personal leisure,Tailor your experience and service offering to smaller social group activity types,88%,Of expats do so for biz related occasions,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,12,Customer Expectation?,*Results generated from email survey conducted with 100 respondents within targeted audience group. Of which, local respondents and expatriate respondents take up equal split ,48%,Cares about value added features,There are always hidden needs to be discovered, and those are so-called “market gap” and “opportunities.”,39%,Wants to see customization feature,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,13,Customer Expectation?,*Results generated from email survey conducted with 100 respondents within targeted audience group. Of which, local respondents and expatriate respondents take up equal split ,93%,Of respondents use more than one device to connect online,Their devices are on the go, so should you and your services.,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,14,Customer Expectation?,*Results generated from email survey conducted with 100 respondents within targeted audience group. Of which, local respondents and expatriate respondents take up equal split ,52%,Of respondents think existing rental service fulfills their needs,#1 Variety of cars#2 Promotions#3 Convenience#4 Liability & insurance,Identifying a new, unique offering and leading the industry, is far smarterthan only competing with what everyone is already doing.,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,15,COMPARATIVE ANALYSIS,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,16,Assessment Criteria,Digital advertising campaigns, etc,Opportunities to experience the brand lifestyle,Experiences built to drive sales,Utilizes the effort of the customer base,Management of ongoing customer relationships,Ideas that push traditional boundaries,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,17,Summary Scorecard,12,13,15,16,13,13,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,18,1Hai.com（一嗨）,PROS,CONS, Car delivery & pick up service Auto display of visitor’s current City by IP detection Password retrieval via SMS or email, Detailed booking filter selection Insurance and pre-authorization range Reminders Highlight of VIP special discounts, Special discount for first time rental & bank partnerships 免陪险 1hai accident insurance Gas refill service, GPS，city map purchase Discount code redemptions, Full range of payment method：1. In-store pay2. Online pay3. Car Rental Card, Email/SNS reminder for pickup Easy Registration / Booking Easy online cancellation,No international rental serviceChinese version only,Does not include car capacityLacks specialty car selection,No children seat rental,Lack variety in redeemable gifts, iPhone app for mobile booking Instant online customer service(百度商桥) Zip-car DIY car rental,Clustered homepage,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,19,Zuche.com（神州）,PROS,CONS,Highlights car delivery service, Special package suggestion for long-term rental Insurance and pre-authorization range notice, Special offers only for online booking Discounts for first rental & partnership， Children seats rental GPS rental, Password retrieval only through hotline Chinese version only Limited order time for special day (e.g. Friday), No car selection filter No store map& route, Single insurance type, After ID verification email, payment options are given, To cancel, must call hotline within 6 hours of booking, includes bonus points reduction., Email confirmation to activate payment , Can not pay directly within booking process; requires order number,Discounts newsletter subscriptionWeather forecast, No membership registration confirmation email,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,20,AvisChina.com,PROS,CONS, Bilingual brand site [Chinese/English] Easy selection between self drive, chauffeur drive and outbound rental Incentive points to register / recommend to friend,Specialty cars available [i.e. Mercedes-Benz Smart, Mini Cooper] Cars grouped by user wants/needs, No insurance and pre-authorization range notice during booking,Variety of insurance coverageGPS rentalExtra driver permit,No child seats rentalNo discounts offered, After ID verification email, payment options are givenInstant cancellation available, Email confirmation to activate payment , Can not pay directly within booking process; requires order confirmation,Incentive to submit online customer feedback form（get 50 point）,English version of site consist of a mix of Chinese / English text ,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,21,What can Hertz China adopt,USER EXPERIENCE,CRM,Opportunity,Opportunity, “City” is auto displayed by IP Easy navigation Detailed selection filters Password retrieval via SMS or email Full range of payment methods Mobile booking App,Detailed location selector Perfect-fit recommendations Easy payment in booking process,Registration and recommend a friend with added incentives Variety of gift redemptions/incentives Instant registration、online booking / cancellation Friendly SMS Reminders Online Feedback form Instant response service,Provide bilingual service Personalize each visitors’ experience by identifying their wants and needs Cater to customers on a 24/7 basis,Convenience• Easy Selection• Multiple Bookings• Easy Payment,Reliability & Customization• Personalized care•Instant Customer Service• 24/7 Service,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,22,SO, WHAT ARE OUR OPPORTUNITIES?,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,23,Hertz China Opportunities,AspirationUnique ServiceMobilityAdded Values,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,24,“RAZORFISH creates experiences that build businesses.”,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,25,A Razorfish Strategy,Hertz China Does Car Rental & Beyond. ,With a aspiration-led user experience, seamless technology, outstanding personalization, and a carefully crafted loyalty program that is in everyway beneficial to users advantages. Hertz China becomes a platform that presents a one-stop journey of car rental that provides a smooth user experience, instant consumer interactivity, warm customer relationship management, valued "Premium service",Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,26,Components of our Digital Strategy,Exclusive Serv ices,Special service for trailCreate exclusive service to stand out and encourage customer to trial,Brand Website,Campaigns,International look & feelPresent the consistent tonality of Hertz brand,Friendly user experienceProvide complete functions to our customers,Communication hub of campaignsFocus on the customer journey – not just the destination,Brand voice to social voiceBring the brand to social space and create conversation,Focus on customer benefitsOffer what customer needs, not just discount.,Platform ApproachOptimize digital experiences for multiple platforms,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,27,Creative Concept,Always+ Experience,Always+ is about service, added value service.,Always+ is about experience, smoother experience.,Always+ is about relationship, more care and understanding.,Always+ is about professional, more suggestions and targeted benefits.,Always+ is about attitude, always positive when heading on your journey.,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,28,Always+ Experience,BRAND SITE,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,29,Brand site Proposition,“Every Driving Journey with Hertzchina.com is an Always+ Experience”,Because at Hertzchina.com, rental experience goes above and beyond, with every need of your journey always being taken care of. We offer services that are always by your side whenever you want, to fulfill both your leisure and business rental needs. Get ready for a journey of car rental with smooth user experience, friendly site access, instant consumer interactivity, warm customer relationship management, and premium services that values you as a member.,Hertzchina.com – Always+ Experience,Platform Key Feature Pillars,Brand Induction,Clear Product Type,Guide & Book,Aspiration,InstantInteraction,CRM,Mobility,Premium Services,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,30,Landing Page [Looping Background],31,（partial creative content & mechanism removed),Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,32,CRM RECOMMENDATIONS,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,33,Our Strategic Approach,A 2-Leveled CRM Approach:,Because customer needs arise at any time, it is essential to go beyond traditional approach, in order to capture, activate, and re-activate through deeper engagement at any possible trigger points. ,** 1st Tier: encompasses basic needs to meet expectations. ** 2nd Tier: goes beyond the ordinary to astonish customers with “values”,LEVEL 1 –BASIC NEEDS,Fulfill the elementary needs by reassuring and easing the customer in its choice，by making the customer part of the community and by anticipating his needs,LEVEL 2 –ULTIMATE NEEDS,Fulfill the ultimate needs by making the customer feel he is unique and valued him with statutory services,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,34,How does it align with the objectives?,A 2-Leveled CRM Approach:,LEVEL 1,Fulfill the elementary needs by reassuring and easing the customer in its choice，by making the customer part of the community and by anticipating his needs,LEVEL 2,Fulfill the ultimate needs by making the customer feel he is unique and valued him with statutory services,,Encourages registration and recruitment with rewards and ease to browse.,,Strengthens brand loyalty and WOM with statuary offerings.,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,35,Who are we targeting in each level?,,Encourages registration and recruitment with rewards and ease to browse.,,Strengthens brand loyalty and WOM with statuary offerings.,LEVEL 1 – BASIC NEEDS,LEVEL 2 – ULTIMATE NEEDS,POTENTIAL – site browser ,no registration,REGULAR BOOKER – site ,browser ,no registration,VISITORS - registered but no intention to book,FREQUENT BOOKER - registered ,but no intention to book,PROSPECTS - involved in booking procedure but half way drop out,LOYAL MEMBERS - involved in ,booking procedure but half way drop,ONE TIME BOOKER - book online ,BRAND ADVOCATE- book online ,once a year,once a year,36,How do the 2 CRM levels work during launch, retention, and advocacy phases?,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,37,2-Level CRM & Phases,In order to extend brand awareness and establish solid relationship with customers, Hertz need to use multi tactics and incentives to increase registration rate,Launch,Retention,Advocacy,Incentivized Registration,- 1st time register receive Bonus Reward Points- Wish-List a car, get special promotion next time!,Continuous Rewards For Multiple Booking,Supreme Membership Privileges ,One Step Login with Other Accounts,Easy Track Records of History Booking for fast access,Customization of Booking & Traveling Experiences,-,Login with SNS, Travel Sites,Member of our Partner Sites? We value that here at Hertz,Priority Booking with Upgrade Membership,-Instant Upgrade of Membership- Care Package to Welcome- One Year Special Deals on both sites,Supreme Membership Privileges at Partnership Sites Activities,R,e,w,a,r,d,s,B,a,rr,i,e,r,M,i,n,i,m,u,m,A,pp,r,e,c,i,a,t,i,o,n,Thank You,A Razorfish Creative Product,Contact: ,Allen Wang, Business Director,Allen.wang@razorfish.com,Cassie Dai, Account Executive,Cassie.dai@razorfish.com,Hertz 2011 Digital Plan by Razorfish. All Rights Are Reserved.,39,
