Marketing Plan I Carlos Collado

U B E R I E A T S

C H A L L E N G E I E A T S Launch

Customer Acquisition with an Engagement StrategyThere are five stages we will cover in our strategy which allow us to acquire, engage and retain Eaters, both existing Uber riders and new users:

AwarenessTactic 1Ubereats teams with six influencers to promote the launch of our new service #UbereatsMadrid campaign. Using only six influencers, we can reach over one million targeted consumers with high-quality content.We invite them to a ubereats experience tasting in our offices.We record and photograph the whole process in order to make adorable content later on.We co-create with the influencers their own-content about us and set up a minimum and maximum of impacts.

Getting our brand noticed is the first step and this means promotion.

Social media offer us the opportunity to move beyond clever (and expensive) marketing to activities which actively engage with our customers.

Amount of Content GeneratedEngagementNumber of Clicks Conversion Rate

Key performance indicators

Our pitch to get them on board

Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers. From our founding in 2009 to our launches in over 320+ cities today, Uber's rapidly expanding global presence continues to bring people and their cities closer.

Now, with our new app, U B E R E A T S makes it possible for you to explore different cuisines at the tap of your smartphone screen.We want you to join our unique and meaningful relationship we have created for you.

Do you want to join to the revolution? “We send them an uber car to pick all of them and bring them to our offices to enjoy the experience”

U B E R E A T S display advertising on websites or apps. It includes many different formats and contains items such as text, images,video, and audio.

The main purpose of our display advertising is to deliver general advertisements and brand messages to site or app user or visitors.Facebook adsInstagram ad solutionsTwitter adsGoogle displayDouble Click Campaign Manager

Tactic 2

How would we measure the results of the campaign?

Key performance indicators

Impressions, Reach, Cost, Engagement Rate, Clicks, CTR and CPC Visits, Visitors, Page Views, Bounce Rate, Engaged Visit Rate, Conversion, and Conversion Rate.

InterestTactic 1Lead nurturing strategy Email marketing Content about how fun,simple,magic and tasty is our product.Remarketing Once the lead has experienced the app but has not ordered yet a meal, we use remarketing tactics to impact them with promotion messages.Cross channel Display messages “facebook, Instagram email google display, dbm”.Promotions discount in their first order.

At this stage our customers has an interest in our service.

This is the point when consumers will begin to search for something specific, probably online, and begin their research. This research could be significant and will include looking at customer ratings, personal recommendations, availability and location etc.

Cross channel Display kpisImpressions, Reach, Cost, Engagement Rate, Clicks, CTR and CPCVisits, Visitors, Page Views, Bounce Rate, Engaged Visit Rate and Conversion Rate

Email marketing kpisConversionOpen rateClick-through rateUnsubscribe rateAverage time before purchasing

Key performance indicators

DesireTactic 1We target buyer personas in micro moments with sms marketing and macro moments with

Email marketingLunch time officeNetflix at homePicnic on a sunny day

This is where we move beyond the practical pairing of product and need to make the emotional connection between the consumer and our brand and service. Whether this be the service itself or our brand as the provider of choice, connect with our customers on a level that goes deeper than just being informative.

Email marketing kpisConversionOpen rateClick-through rateUnsubscribe rateAverage time before purchasing

Sms kpisDelivery rateFailure rateClick-through rate

Key performance indicators

Purchase Tactic 1We give our customers and extra discount if they share our app experience with their community of friends.Managing our customers through the

purchase process to ensure they have a positive experience will bring us far greater rewards in the future.

Turning customers into loyal Advocates is the holy grail for us, getting our customers to say good things about us and recommend us to a friend is probably easier than we think.

Numbers of shares and recommendations Key performance indicators

RetentionTactic 1We give our customers and extra discount if they share our app experience with their community of friends.

Creating opportunities for long term mutually beneficial relationships is what social media was made for.

Customer care post purchase is just as important as the support we offer during the selling process. Once a customer has selected us as a supplier don't let them just walk away, build on the connection that now exists, provide opportunities for feedback, follow up support, issue management and reviews.

Key performance indicators Social media monitoring KpisClicksLikesCommentsBrand MentionsProfile Visits Active FollowersTraffic DataHow many of these engaged fans are actually interested in making a purchase from U B E R E A T SCustomer acquisition and conversion rates.

Birthday free meal KpisNumbers of users use that voucher

C H A L L E N G E I User Conversion

First InitiativeSegment our email contact listMeet their expectations by using our email service provider’s segmentation and targeting options. Our opt-in email subscribers usually expect quality output from us that is interesting and relevant to them.We can sort our email contacts into segments based on recent conversion events or their behaviour on our app or website (they looked at a particular meal, or read a specific piece of content).

Segmentation options like location, date added to list and purchase history. It’s clear to see how segmenting our email list in these ways would lead to more relevant, targeted emails and higher engagement and conversion as a result. There are various types of emails we can incorporate into our email marketing strategy, from thank you emails sent when people first subscribe or download a piece of content, to newsletter or bulletin style emails and lead nurturing emails which send out relevant pieces of content or offers such as free trials or coupons.

Injecting variety into our email marketing output makes sense when we are dealing with recipients at different stages of the buyer’s journey. Adapting the pace and style of our emails makes for increased relevancy and engagement.

Second InitiativeTriggered Emails To Remarket Abandoned Carts

Optimizing our shopping cart means maximizing the potential conversion of users deep in the sales funnel.

Even after our users have left, there is still a great opportunity to remarket to them. They initially added a meal to the shopping cart because there is an interest to buy, which means they are further down the funnel. Often, they just need time to consider the purchase or need a reminder at a more convenient time.

This is where an email triggered after abandonment is effective.

We send out a timed email with the abandoned shopping cart item or cross selling items to encourage users to pick up where they left off.

We can test also the best duration of time after abandonment to send triggered emails.It does not always have to be abandoned items, it could be recommendations that a user had not seen.

We pare the email with an incentive to complete the order, such as a discount.

B Y E !

U B E R I E A T S Food Delivery at the Tap of a Button