From trust to sharing: A marketing roadmap for RV owners

From trust to sharing: A marketing roadmap for RV owners

Hanekroot, A.T.

Mooij, S.C. (mentor)
Roscam Abbing, E. (mentor)
Peeters, M. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2016-03-31

This graduation project is done in collaboration with Camptoo, a young startup offering an online platform that connects RV owners with renters. Camptoo applies the lean startup method to their business. They have never really focussed on a specific target group when introducing their service to the market. This caused that nowadays there is a lack of overview on their current customers nor do they have an idea of a potential customer segment that will generate profit by either making a booking or listing a RV at the website. A motorhome or a caravan is for most people quite a valuable asset. One of the main struggles for Camptoo is to find out who is willing to share their motorhome or caravan and how to target them. As a result of several research activities, a new and clear positioning and personas are presented to make it easier for Camptoo to connect with their target segments but also to establish a foundation for marketing activities. To generate growth for Camptoo a marketing strategy is suggested. This strategy is based on the principle: let current users spread word-of-mouth to build trust among potential users. The focus of the strategy lies on RV owners since dual-sided rental marketplaces all compete on offer. A referral program is designed to create awareness to non Camptoo users. It stimulates current owners and renters to spread word-of-mouth, making it more trustworthy than traditional marketing. The marketing roadmap shows all the marketing activities over time to create awareness and build trust among RV owners.

marketing strategy
value proposition
roadmap
camping
referral program

http://resolver.tudelft.nl/uuid:192c1117-1d89-4ae0-b66a-02c79e0d4ba7

2018-03-31

Campus only

Student theses

master thesis

(c) 2016 Hanekroot, A.T.