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Avis - Demand generation campaign
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Hitwise - Demand Generation campaign impact on Avis share of voice
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URL: www.avis.co.uk
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Key Industries:
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Business
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Entertainment & Leisure
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Internet
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Travel
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Key Sectors:
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Content Management
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e-commerce
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Pay Per Click
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SEO
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Avis - Demand generation campaign
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The challenge:
In 2006 Avis’ UK outbound revenue fell dramatically from 5% ahead of previous year to 4% behind the previous year. The decline had not been consistent in any one segment or variations with fleet availability and conversion. Avis tasked Web Liquid with analyzing the online market to identify the possible sources of the decline and define a plan of action.
The solution:
To identify the possible sources of the decline, Web Liquid undertook an extensive analysis of the travel and car hire market in the UK to ascertain whether online travel brokers were responsible for the drop in UK outbound business over the period in question or whether it was just a market (seasonal) anomaly?
The study revealed that while Avis.co.uk was a dominant brand in the online car hire sector, its overall share of voice and consideration within the outbound segment had been impacted by:
- Increased consumer research via broker sites given the longer purchase consideration cycle
- Avis’ focus on demand meeting initiatives as opposed to demand generation communications at key times throughout the year.
The findings of the analysis were presented to the board of directors, identifying a series of recommendations including the launch of a demand generation campaign, aimed at leveraging the upstream and downstream traffic of broker sites and avis.co.uk.
The campaign leveraged behavioural targeting; to retarget users that had visited avis.co.uk and performed a quote check as well as users that had visited broker sites. The campaign generated 890 incremental outbound bookings and a considerable increase in site traffic.
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