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Promotional campaigns

Last updated on 
October 6, 2022
Introduction

Introduction

Sourcing Vehicles

Sourcing Vehicles

Procurement

Procurement

Financing

Financing

Acquiring Customers

Acquiring Customers

Above The Line

Above The Line

Point of Sale

Point of Sale

Key Value Propositions

Key Value Propositions

Discounts & Promotions

Discounts & Promotions

Lead Management

Lead Management

Inbound Lead Generation

Inbound Lead Generation

Outbound Lead Generation

Outbound Lead Generation

Managing Customers

Managing Customers

Customer Onboarding

Customer Onboarding

Customer Service

Customer Service

Customer Experience

Customer Experience

Legal Agreements

Legal Agreements

Receivables & Arrears

Receivables & Arrears

Collection & Handover

Collection & Handover

Delivery

Delivery

Fines & Tolls

Fines & Tolls

Breaches & Reposession

Breaches & Reposession

Insurance & Claims

Insurance & Claims

Eligibility

Eligibility

Claims Management

Claims Management

Incident Management

Incident Management

Fair Wear & Tear

Fair Wear & Tear

Fraud Risk & Prevention

Fraud Risk & Prevention

Managing Vehicles

Managing Vehicles

Subscription Structure

Subscription Structure

Profitability & Performance

Profitability & Performance

Promotional campaigns are a great way to increase the revenue of your car subscription service by: 

  • getting new subscribers across the line
  • upselling subscription add ons to existing subscribers
  • extending the lifetime of your subscribers

Planning for your promotional campaigns

While promotions can be created as a response to fluctuating activities in your business - ie. to increase lead flow, they can also be proactively planned for. Similar to how e-commerce businesses roll out campaigns for different holidays on the calendar (e.g. Easter weekend), the same can be applied for your car subscription service.

In addition to national holiday periods, long weekends and school holidays also provide opportunities for your business to increase subscriber revenue. The likelihood of your existing subscribers driving more is high during these periods and as such, you can take leverage this opportunity by offering subscription add ons such as kilometre booster packs at a discount to increase your subscriber revenue.

Marking out these key dates on your promotional calendar can go a long way in helping you forecast subscriptions and revenue for particular months.

Examples of promotions for your car subscription

Your promotional campaigns should vary depending on which customer segment you are targeting and will be largely determined by both your current objectives and state of your vehicle inventory. For example, should you have little to no vehicles in your inventory then it would not make sense to run a promotion to try to acquire new customers. Instead you can build a promotional campaign targeted towards existing subscribers that will help increase the average revenue for each customer.


Some examples of successful promotional campaigns include:

  • Discount off the weekly/monthly subscription price in the form of a percentage or sum amount for new subscribers
  • Discounting or waiving the establishment fee to increase urgency for new subscribers to sign up
  • Offering subscription bundle add ons at a discount for existing subscribers
  • Free vehicle swaps during holiday periods where a particular vehicle type may suit the changing needs of subscribers
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