In our previous article, we have discussed in detail the SWOT analysis of Enterprise. Now, in this blog, we are going to discuss in detail the marketing strategy of Enterprise which is a car rental company
The main objective is a detailed analysis of the marketing strategy of Enterprise-Rent a Car and to see how they manage to gain a firm foothold in the car rental space.
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Firstly before diving deep into a detailed discussion about the marketing strategy of Enterprise, what is its targeted audience of the company. By the time you reach the end of the blog, you will have a detailed idea about the strategy used by the Enterprise, for its marketing.
About Enterprise – Brief Overview
Enterprise Rent-A-Car service began in 1957 by Jack Taylor in Missouri with only seven rental cars. The industry increased to be the most extensive car rental service in the U.S. with over 68,000 employees in 2012. The company has over 6000 locations crossing the U.S, Canada, Germany, Ireland, and the UK. Enterprise Rent-A-Car holds a customer service-based business.
In 1989, Taylor developed the company’s name from “Enterprise” to “Enterprise Rent-A-Car”. At this point, there have been over 500 Enterprise Rent-A-Car locations and over 50,000 rental cars.
In 1993, Enterprise opened its first foreign office in Windsor, Canada. In 1995, Enterprise Rent-A-Car inaugurated its first airport office in Denver. By this time, Enterprise Rent-A-Car created two billion dollars in yearly income. In 2004, each Enterprise location was about 15 miles apart from one another for 90% of the U.S. At this time, Enterprise Rent-A-Car was making over seven billion dollars in annual revenue.
In 2007, Enterprise published its environmental goals and how they would affect business. In 2012, Enterprise designed the Enterprise CarShare network to allow customers to rent cars through automated systems. As of 2012, the company generated 14 billion dollars in annual revenue.
| CEO | Chrissy Taylor |
|---|---|
| CMO | N/A |
| Area Served | U.S., Canada, the U.K., Ireland and Germany |
| Industry | Automobile and car rental |
| Market Share/ Revenue | $23.9 Billion |
| Vision | N/A |
| Tagline | A corporate culture with family values at the core |
Marketing Strategy of Enterprise Rent a Car
Let’s dive deep and learn about the marketing strategy of Enterprise and how it has expanded over the years.
Segmentation, Targeting, and Positioning
The targeted customers are divided into two categories: retail and corporate. The services are tailored to address the specific demands of these client groups. It’s also worth noting that, as a local rental car service, the company has a large number of offices outside of airports. This is in contrast to several other automobile rental firms that specialize in airports. This makes it simple to remember the firm the next time one needs to rent a car.
Selective Segmentation in the Enterprise Previously, the rental car sector was solely focused on domestic visitors. Enterprise drew in a sector of the community by opening branches in the area for those who needed rental cars as replacements for cars that had been wrecked, stolen, or were in repair. Other rival companies have now dabbled in a new basis for segmenting the rental car industry as a result of Enterprise’s study of a new segment of the market.
Enterprise made its positioning in the market by 1957 and has been expanding its business to date all over the United States. It is one of the three big rental car holding companies in the United States, holding a 33.2% market share. It has made its impact on every type of audience from students to working professionals. Enterprise has made it easy for the user to hire a car from anywhere and provides quick service for the same.
Marketing Campaign
This campaign shows that Enterprise Rent-A-Car captures a community’s everyday travels was done by Enterprise in 2022. This shows how enterprise connects with people and helps them to make their life easier.
This campaign was done by Enterprise in 2019 in which Actor Gerard Butler stars in a series of high-intensity action sequences to show that Enterprise can handle the most demanding time smoothly. This was a great success campaign as it got a lot of attention from all over.
This campaign was done by the Enterprise in 2017 with this rental agent Brad and straight-laced Englishman Dave helping various customers about the Enterprise. It was a great success and made people aware of various services provided by the agency.
Social Media Marketing
Enterprise is quite active on social media/ Digital media it has around 232,000 followed audience on Linkedin. On Facebook Enterprise has an engagement of around 500K people. The Instagram audience for the same range from 23K-24K and around 39K on Twitter. The highest engagement of enterprise is through Facebook and a lot of promotion is done through the same.
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Linked-in |
232K followers |
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500K followers |
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23K-24K followers |
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39K followers |
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SEO Strategies
As per SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can observe, www.enterprise.com has 822,297 organic keywords. More than amazing it shows that the digital marketing of Enterprise has gained huge insight.
The monthly organic traffic on the website is over 16,735,415 which shows how many people visit it every month. This shows the website that a lot of people trust this website and maybe are regular users. Enterprise has done great work in its SEO marketing strategy as its numbers show the result.
Influencer Marketing
Enterprise does not use any major influencer marketing strategy, having a huge history of over 65 years it has made a huge impact by gaining people’s trust over the years. In 2019 Enterprise cast Actor Gerard Butler for one of its advertisement campaigns which you must have already read above which shows Enterprise can handle the high intensity of demand.
Enterprise Rent-A-Vehicle, National Car Rental, and Alamo Rent-A-Car are all owned by Enterprise, which is the largest car rental firm in the United States.
E-Commerce Strategies
Enterprise has its own website www.enterprise.com which has a huge number of monthly organic traffic, you must have read this in the section on SEO strategies. This website offers various services such as renting a car, Car sales and maintenance services. The website is easy to navigate and directs you to your destined location without a lot of hassle
Enterprise has done a great job in their E-commerce Strategies which we can see from the huge number of organic traffic visiting them every month. For more insight keep reading below.
Mobile App
Enterprise has its Mobile App for both IOS and Android users. In this modern era, everyone carries a mobile phone along with them everywhere to make their life easy. Enterprise mobile apps are here for the same, To make the life of customers easier. This App offers all the services provided by the Enterprise website, from renting a car to buying and selling cars.
This ends the elaborative marketing strategy of Enterprise. Let us conclude our learning below from the marketing strategy of Enterprise.
Conclusion – What’s Unique in Enterprise’s Marketing?
The marketing strategy of Enterprise-Rent a car has gained support from all around. It includes the trust of a number of people accumulated over 65 years, which the enterprise has never let down. As buying a car comes with a lot of hassle and hectic situations people in today’s period prefer to rent a car which is the convenient majority of the time. Over the years Enterprise has won over their competitor by implementing various strategies with uniqueness and innovation.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Enterprise has given you a good insight into the company’s marketing strategies.
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