Chris Noone, CEO @ Collaborate

Corporation (ASX:CL8)

Building a customer journey from content to

sales

Would you let a stranger rent your car?

Marketing

Jewellery

Video Games Mobile Peer-to-

peer

CHALLENGES

Supply Demand Marketing Budget

Restrictions

Awareness

WHAT WE DON’T KNOW

Who Where Price TrustworthinessWhen

WHAT ARE WE SELLING?

SOLUTION – Supply

Supply

Supply: Grow Fleet Size

1. Grow awareness for peer-to-peer car sharing,

• i.e. encourage users to list their cars

2. Expand beyond private car share, e.g. vans, and utes

3. Establish corporate partnerships (eg. Melbourne Airport fleet)

SOLUTION – Demand

Demand: Drive Awareness & Set Up for Revenue

• Education is paramount – Content syndication is key

• Mix of different type of articles for holistic content approach (PR

releases, third party blogs, internal blogs)

• Cost effective awareness strategy with strong user engagement

measured via soft indicators such as time on site

• Educates the public on little-known services

• Increases traffic on website

• Improves SEO

• Increase remarketing pool

Demand

Awareness

Engagement measurement:

1.Dwell time > 1 minute

2.Unbounced visitor

Target audience: need for

long-term car rental

Up to 62% cheaper for car hire in Melbourne.DriveMyCar

How peer-to-peer car-sharing saved my Xmas.Lifestyletimes.com.au

SOLUTION – Demand Cost effectively:

Drive awareness

Generate buzz

Avg. time on Page:

3:00

Sponsored Content: Native AdsLanding Pages – Mix of articlesNative

Prospecting

SOLUTION – Demand

Car Booking Requests!Closing the loop with Retargeting

Returning traffic via: Direct Search organic Search paid

Retargeting

Revenue

SUMMARY

Lessons learned• Need to be dynamic and adapt the business strategy• Content marketing strategy is a cost effective, measurable and

strong way to generate awareness and user engagement and eventually revenue

• Remarketing is the key to closing the loop and generating revenue

Next steps for DriveMyCar

• Further grow fleet by expanding partnerships• Targeted campaigns – airports, mining, regional• Maintain growth by smart balancing of supply and demand