The Fleet
Case Study
The Company Miami Vintage LLC came to us asking for a vision of a full launch campaign for their new vintage sports car club. Unfortunately, there are over 100 rental companies that cater to this demographic as well as two high end clubs that cater to car aficionados. Our challenge was to identify the audience for Miami Vintage, and develop a strategy to entice car enthusiasts to join this club.
What’s the Business Issue: Limited awareness
Miami Vintage LLC is the new car rental company on the block and is looking for both a way to get the word out on it’s new car club community and define Miami Vintage to the public.
What’s the Marketing Problem: Finding a unique position
Miami’s car scene is thriving. People all over are appreciating and renting classic and sports cars all over the city. However this means this is a very crowded space. There are hundreds of exotic car rental companies. So where does Miami Vintage LLC fit?
What are the Business Objectives: Grow membership
We need to define who this new car club is for and why they want to become a member. If we can set ourselves apart, and communicate the right proposition we can win initial converts and grow momentum into a burgeoning membership.
Our Audience: the “Ambition Driver”
We’ve identified a highly relevant population that we’ve dubbed the “Ambition drivers”. Here’s some things we found out about them:
They’re the right age, and make enough money to afford the club: The Ambition Drivers are ages 25-44, making $150,000-$250,000 a year. This demographic is also known as HENRYS (High Earners, Not Rich Yet).
They Spend on Cars and Luxury: They may own a BMW or a Porsche, and we found they reportedly spend an average of $86,000 a year on luxury goods.
But they want more: They want to expand their journey into the world of classic sports cars. To them, cars are more than a mode of transportation, they are a passion. However, they don’t have the time, experience or means to have a vintage/sports car collection of their own.
There’s a lot of them: They make up 7.53% of the population in Miami Dade County. With Miami metro’s population at over 6 million people, we have a targeted audience of approximately 464,000 individuals.
What is the White Space in the Industry: Access + Community
(See image below): We analyzed the car market in Miami Dade county and we found something interesting. Two main groups of car enthusiasts are being catered to. One, Which we’ll call “The True Collector '' has the option of several high and low cost options to become part of a community of classic/sports car owners through informal car organizations and high end clubs. We also found another group, which we’ll call the “Occasional Enthusiast”. This group wants to, every so often, take out a classic sports car for a fun drive. This group has a myriad of ecotic and classic car rental companies throughout the city. However there is a third group that isn’t being catered to at all and that is the Ambition Drivers. They want a community of car enthusiasts who may not be able to have the time and money to own a classic/sports car, but still want the experience. And that is where Miami Vintage has the opportunity: access to cars in a unique community setting.
Our Strategy Is To: Meet the needs of an underserved and unique group of people in the market
GET: Ambition Drivers who love classic and sports cars and who want the full club experience
WHO: Think sports and classic cars are hard to deal with, too expensive and don’t have access to a car owner centric community
TO: Understand that there is a car community that lets them connect with other Ambition Drivers and drive the cars of their dreams without owning a classic/sports car
BY: Showing them that only Miami Vintage can give them a premium experience of the exotic car hobby AND foster great relationships with like minded individuals
