Michael Martyniuk, Manager, Digital Acquisitions, Avis/Budget, second from right, pointed to the brands' cross-channel messaging strategy that switched things up in the first quarter this year with a spring sale for Avis and Budget. "Our offers usually are the same across the board. For purposes of our spring sale, we made sure messaging, aesthetics our banners, and display assets were consistent."
The hypothesis was that the offer was not as important as consistency in messaging. "We saw a nice performance boost for this time period, due to fact that we are reassuring customer this is deal they are looking for." Reservations and the conversation rates rose while there was a drop in the cost of reservation dollars. Following up, Martyniuk said, they looked at responsive search ads, got performance data from Google and applied it back in revising their social and display assets.
Kevin Cronin, senior manager, search marketing at Chewy, second from left, said they keep things as simple as possible. "We focus on the customer to identify what segments we can target by gender, age, and parental statuses, then push it out via social and search. In order to differentiate Chewy from competitors, Cronin said the brand's customer care center provides a person giving feedback within three seconds. "We try to use this as a lever for driving up lifetime value."
Avis' Martyniuk pointed to the company's audience segmentation standpoint, and the unique opportunities to speak to audiences differently. They are mainly looking for in-market leisure renters. People likely to purchase ancillaries, and those traveling with larger families. Then they use programmatic for retargeting.