Hertz Europe

Brierley Europe

THE TEAM

Rob Fountain, David Oliver, Kate Majmader, Kate Smith, Patrik Utterstrom.
Other contributor: Iris Creative.

WHAT IS WONDERFUL ABOUT THIS WORK?

Using the principle 'challenge everything and follow sound DM principles' set firsts for Hertz and the car-rental industry as a whole, serving the right messages at the right time. We got an ROI of 42:1 and a YoY increase in directly trackable revenue of 30%.

OBJECTIVES

To increase average revenue per member and revenue directly attributable to marketing. Additionally identify customer groups and launch a segmented communications plan that treats high-value, medium-value and lower-value segments appropriately, and aggressively targets inactives.

STRATEGY AND TARGETING

The Hertz #1 Club programme is the market leader in the car-rental industry, but analysis of returns up to 2007 indicated that less than 1% of business revenues were attributable to communications. We created a new strategy that set a number of firsts not only for Hertz globally, but within the car-rental industry as a whole. Analysis of the 360,000-customer database identified significant and actionable characteristics. Four variables (annual spend, business vs. leisure rentals, recency of rental and customer tier) were used to identify seven groups. Consumer research validated the segments and probed motivations.