Sharon Feigon - I-GO Car Sharing

Promoting Market Innovation and Growth through Community – Based Marketing Presentation to the BrandSmart Conference June 24, 2010

I-GO Background and Mission ,[object Object],[object Object],[object Object],[object Object],[object Object],I-GO’s Mission: Reduce car ownership rates, decrease transportation costs, reduce urban congestion and improve air quality in Chicagoland neighborhoods

How it Works ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Decentralized – Available close to home and work 35 Neighborhoods and 6 Suburbs

How we differentiate from the competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Challenge for I-GO when we started and now ,[object Object],[object Object],[object Object],[object Object]

I-GO Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results as of 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Challenges to Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

US Car Culture ,[object Object]

Functional and emotional attachment to cars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Trends moving against those ideas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

I-GO: Address functional needs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Address Emotional: I-GO Community

Segment Growing ,[object Object],[object Object],[object Object],[object Object]

Marketing Strategy: Addressing functional and emotional needs ,[object Object],[object Object],[object Object],[object Object],[object Object]

Leverage Partners: Joint Smartcard with CTA

Visibility: Transit Campaign with I-GO Members

Visibility: Events and Street Teams

Visible Car Locations and Signage

Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Challenges Ahead ,[object Object],[object Object],[object Object],[object Object]

Leadership can change behavior

Sharon Feigon - I-GO Car Sharing

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