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The Road to Success: Top Car Rental Marketing Techniques for Growth

Email marketing
October 18, 2023
7 min

The revenue in the global car rental market is projected to reach $99.27 billion by 2024. At the same time, the industry's annual growth rate (CAGR 2023-2027) is expected to reach 2.99%, resulting in a projected market volume of $111.70 billion by 2027. Do you also consider these statistics prospective? If yes, it’s high time to invest in growth strategies. 

car rental sales channels
Car Rental Sales Channels Worldwide Source: Statista

To stand out and thrive in a highly competitive car rental market, it's essential to identify and implement the right techniques. As 67% of car rental sales are made online, the best car rental advertising tool is digital marketing. In this comprehensive guide, we will explore the top car rental marketing techniques that can propel your business toward growth and success.

Identifying Your Target Audience

Before diving into car rental marketing, it's crucial to understand your target audience. Knowing who your potential customers are will help tailor your marketing efforts more effectively. In the car rental industry, your audience might include business travelers, tourists, or even local residents in need of temporary transportation. Conduct market research to identify their preferences, pain points, and expectations. 

For this matter, the buyer persona technique is an effective tool. 

What is a buyer persona method?

The buyer persona is a strategic approach used to create detailed and semi-fictional profiles of your ideal customers. These profiles are based on market research and data about your existing customers, allowing you to better understand and connect with your target audience.

Here are several car buyers persons of the car rental service. 

Creating a User-Friendly and Responsive Website

Your website serves as the face of your car rental business, which is also the basis of car rental marketing. What is more, as 67% of car rental services sales are made online, your website is also your selling tool. 

❗ The typical car rental customer allocates approximately one-third of their research period using a mobile device.

Ensure it's user-friendly and responsive to cater to the needs of your potential customers. A well-designed website with easy navigation, clear pricing, and a secure booking system can enhance the user experience. Optimize it for mobile devices to reach a broader audience.

"Smart design needs to be the basis for developing a website for a car rental service. It means that before creating layouts, our UX/UI team immerses in business to achieve the best possible outcome”.

Yevhen Ivliev, Head of UX/UI at Promodo

Running Paid Search Ads Targeting Relevant Keywords

Paid car rental ads are a powerful tool to drive targeted traffic to your website. Research and choose relevant keywords related to car rentals and create compelling ad copy. Use platforms like Google Ads to target specific geographic locations and demographics. Regularly monitor and optimize your ad campaigns to maximize their effectiveness.

However, large car rental services may face a considerable problem. For example, a customer is searching for a car to rent with specific vehicle characteristics that they specify during their search and consider for further selection. The website addresses this need through filters. As for car rental advertising, Promodo has developed a powerful PPC tool for the automation of creating groups of relevant ads. Find more details in our case study.

ppc automation

Leveraging Social Media Marketing (SMM)

One of the popular car rental advertising ideas is promoting services in social media. Create and maintain active profiles on platforms like Facebook, Instagram, and Twitter. Share visually appealing content. Engage with your audience through comments and messages, and consider using paid social advertising to reach a broader audience.

If you are out of car rental advertising ideas of content in social media, grap several hints from Promodo’s experts:

🚗 Vehicle Spotlights: Feature individual cars from your fleet with high-quality photos and brief descriptions. Highlight unique features, such as spacious interiors, advanced safety systems, or eco-friendly options. Share fun facts about the cars, like fuel efficiency or top speed.

🚗 Customer Testimonials: Share customer reviews and testimonials as text posts or short video clips.  Create a dedicated highlight or tab on your profile for customer stories.

🚗 Behind the Scenes:  Offer a glimpse into your rental process by sharing behind-the-scenes photos and videos. Showcase the cleaning and maintenance procedures that ensure the safety and cleanliness of your vehicles. Introduce your team members and their roles in the company.

🚗 Promotions and Discounts: Announce special offers, seasonal discounts, or package deals. Create eye-catching graphics with discount codes for social media followers. Run contests or giveaways for a chance to win discounted rentals or merchandise.

🚗 User-Generated Content: Repost and give credit to user-generated content featuring your rental cars. Encourage customers to use a branded hashtag when sharing their experiences. Run "Photo of the Month" contests and feature the best submissions.

🚗 How-To Guides: Create informative videos or infographics that guide customers through the rental process Explain how to book a car, pick it up, and return it with ease. Offer tips on navigating GPS systems or using car features.

🚗 Car Maintenance Tips: Share maintenance tips that can help customers keep the rental cars in top condition during their trips. Offer insights on fuel-efficient driving and eco-friendly practices. Provide guides on checking tire pressure, fluid levels, and other essentials.

Implementing Email Marketing Campaigns

Email marketing remains a cost-effective car rental advertising tool to reach your existing customer base and potential leads. What’s more, an effective retention campaign is also on the list of powerful car rental sales tips. 

🚗 Build a subscriber list;

🚗 Send out regular newsletters with updates, special offers, and travel tips;

🚗 Settle triggers based on their actions on the website. 

🚗 Personalize your emails to make your customers feel valued and engaged. 

🚗 Ensure that your email campaigns comply with relevant data protection regulations.

Partnering with Travel Agencies and Hotels

Collaborating with travel agencies and hotels is one the list of non-traditional car rental sales tips. 

Picture this: When a tourist arrives at their destination, the hotel receptionist is often their first point of contact when seeking recommendations. What if the suggested car rental service was yours? It could be a game-changer for your business, right?

As a result, these partnerships can lead to a steady flow of referrals and bookings. Offer exclusive deals to travel partners and provide excellent service to ensure repeat business.

Offering Loyalty Programs

Loyalty programs are a great way to retain customers and encourage repeat business. Implement a rewards system that offers discounts, upgrades, or freebies to returning customers. A well-structured loyalty program can set you apart from the competition and keep your clients coming back.

We’ve researched for several well-working loyalty programs of car rental services. Read and get inspired!

🚗 Hertz Gold Plus Rewards: Hertz offers a loyalty program that allows members to earn points for every rental, which can be redeemed for free rental days. Members also enjoy expedited service, the ability to choose their own car, and access to exclusive offers.

🚗 Avis Preferred: Avis Preferred members can skip the rental counter and go straight to their reserved car. They also earn rewards points for each rental, which can be used for free rental days or other rewards.

🚗 Enterprise Plus: Enterprise offers a loyalty program where members earn points for every rental. These points can be redeemed for free rental days with no blackout dates. Members also enjoy faster check-in and can choose any car in the "Aisle" at certain locations.

 🚗 National Emerald Club: National Car Rental's Emerald Club offers expedited service, a choice of car, and the ability to earn free rental days. Members can also earn rewards for each qualified rental.

🚗 Sixt Express Card: Sixt's loyalty program provides benefits like express check-in, discounts, and the ability to earn points that can be redeemed for free rentals or upgrades.

Collaborating with Influencers or Bloggers

One more type of car rental ads deals with cooperating with bloggers and influencers. They can expose your car rental business to a broader audience. Identify local travel influencers or bloggers who align with your brand and services. Partner with them to create engaging content or reviews that showcase the benefits of renting a car from your company.

Analyzing Marketing Performance

Regularly track and analyze the performance of your marketing strategies. Use tools like Google Analytics to measure website traffic, conversion rates, and user behavior. Adjust your tactics based on the data to optimize your marketing efforts continually.

In conclusion, the road to success in the car rental industry involves a multifaceted approach to marketing. By identifying your target audience, maintaining an excellent online presence, and implementing a range of strategies, you can position your car rental business for growth and increased profitability. Stay agile, adapt to market changes, and consistently provide exceptional service to make your business stand out in a competitive market.

Written by
Olesia Holovko

Team Lead of Content for

Content marketing manager at Promodo with 7+ years of writing.

When creating valuable business content, I always seek fresh data, interesting facts, the expertise of professionals, and meaningful insights to bring relevant ideas to the audience. I believe that good content can enrich the experience of marketers, empower business owners to make data-driven decisions, and enhance companies in growth.

Written by
Yevhen Ivliev

Head of UX/UI at Promodo

‣ Experience in international markets (East Asia, Africa, South America).

‣ As a Design Lead, developed innovative design solutions and strategies that helped improve user experience and reflected in positive changes in key performance metrics.

‣ Project leadership and management: While working in design agencies, he has successfully led project teams, ensuring that tasks are completed on time and within budget.

‣ While working for a startup, he played a key role in growing the company from one market to five, which led to increased sales and revenue.

‣ Successfully assembled and managed a multi-national team of 15 talented professionals from different countries, fostering cultural diversity and creativity.  

‣ My design solutions have contributed to increased conversions, reduced bounce rates, and increased user engagement, positively impacting key business metrics. ‣ Ensured high quality UX/UI products, taking into account the needs of users, which led to excellent reviews and customer loyalty.

‣ Successfully collaborated with various internal teams such as product development, marketing, and analytics, which contributed to a harmonious approach and achievement of common goals.

‣ Actively contributed to the development and implementation of design processes and methodologies, which ensured more efficient and synergistic teamwork.

October 18, 2023
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