Storytelling Car Company Takes on Giants
Silvercar was launched in 2012 by a couple of entrepreneurs who saw an opportunity in the car rental business, where price had become the only point of competition. With a fleet composed solely of tech-loaded silver Audi A4s, smart phone enabled rentals and simple pricing, their app is being downloaded a thousand times a day and they are already in five out of the six biggest U.S. airports. How did they do it? As Inc. magazine points out, “At its core, Silvercar allows customers to tell a more attractive story about themselves than their larger competitors do. While someone using a traditional rent-a-car doesn’t know whether he’ll be a minivan guy or a sedan guy, a Silvercar user knows he can see himself as an Audi guy…by default. Whereas a traditional rental customer may be stuck with little more than a pair of windshield wipers and a roadmap, Silvercar users know they will be able to show up to the world as tech-savvy travelers.”
Every decision they make, according to their marketing guru, Russ Lemmer, is done to position Silvercar as a lifestyle brand, similar to their partner, Virgin America. Create a product that matches the customer’s view of themselves – their story – and they will become your best salesperson.
- Do you know your customer’s story – how they view themselves? Do they see themselves as grand adventurers, rebels, caretakers or something else?
- If customers love your company, congratulations? Do you know why?
- Have you asked them what they don’t like about dealing with your company? They may think it’s “just how things need to be” and you may be missing out on a product or sales opportunity.
- Take a look at the customers who use your competition. Are they a particular personality type?