THE OUT are a luxury car hire startup. Founded by Jaguar Land Rover in 2019, THE OUT has been providing luxury car hire service in London. For 2 years I was their Head of Marketing working across all marketing channels as well as owning the pricing strategy, utilisation forecasting and merchandising.
THE OUT sought to expand its reach beyond its London base. In the wake of the pandemic, increased competition in the capital prompted a strategic move into new markets. This case study details how I spearheaded THE OUT’s successful launch into Manchester, achieving impressive growth within just months.
Why Manchester?
To identify the ideal location for expansion, I conducted thorough market research, assessing both international and national demand for luxury car hire, with a particular focus on the popularity of Jaguar Land Rover vehicles. Manchester emerged as the prime candidate for several reasons:
Gearing Up for Launch
Before launching in Manchester, meticulous planning was essential:
Financial Projections: I developed detailed revenue forecasts, factoring in pricing strategies tailored to the Manchester market, competitor analysis, and projected operational overheads.
Fleet Optimisation: I carefully curated the initial fleet mix for the Manchester location, considering anticipated demand and vehicle popularity. This mix was continuously adjusted based on real-time data, seasonality, and customer preferences.
Multi-Channel Marketing: A comprehensive marketing strategy was implemented to generate excitement and drive bookings.
Paid media campaigns were launched across relevant platforms.
Collaborations with local influencers created buzz and brand awareness.
Targeted email campaigns reached out to potential customers in the region.
New web pages were created to capture organic search traffic and provide targeted landing pages for paid advertising.
The Results
The Manchester launch exceeded expectations, achieving impressive results:
Rapid Revenue Growth: Within eight months, monthly revenue surpassed target by 40%.
Month-on-Month Success: Month-on-month growth reached an impressive 133% at its peak, demonstrating the rapid adoption of THE OUT’s services in the new market.
High Vehicle Utilisation: Vehicle utilisation rates reached 70%, highlighting the efficiency of fleet management and strong customer demand.
Key Takeaways
THE OUT’s successful expansion into Manchester underscores several key learnings:
Thorough Market Research: In-depth market analysis is crucial for identifying the right location and understanding customer preferences.
Data-Driven Fleet Management: A dynamic approach to fleet management, informed by data and market trends, ensures optimal vehicle utilisation and profitability.
Multi-Channel Marketing: A diversified marketing strategy maximises reach and effectively engages target audiences.
Local Influencer Partnerships: Collaborating with local influencers builds brand awareness and credibility in a new market.
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