STEER
STEER is an electric car monthly subscription service that offers drivers an alternative to buying or leasing. A STEER membership includes insurance, maintenance, roadside assistance, and the ability to swap between various models from brands like Tesla, Porsche, Audi, and more.
Problems Faced
Cost
Just like owning or leasing a car, a Steer subscription is a capital intensive purchase.
Wide Audience
Steer offers three unique plans, each at its own price point, attracting different audiences.
Complex Approval Process
Applicants must be approved based on past driving record and credit score to access the subscription.
Solutions Implemented
Market Strategy
Conducted market studies to identify key consumer profiles before deciding the direction of innovation.
Rapid Product Prototyping
Using competitor data we designed variations of product offerings, sales funnels, and CTA based lead gen.
Implemented GoHighLevel
Developed automation and marketing features within GoHighLevel to enhance STEER's marketing process.
Landing Page Creation
Designed a fully custom website through WordPress that used advanced sales funnels and graphics to inspire interest.
Facebook & Instagram Ads
Designed advertisement scripts and used market data to create funnels. Implemented A/B testing on Meta ads.
Influencer Marketing
Connected STEER with micro and macro influencers that fit their brand identity profiles to generate leads and market data.
Our Approach
1. Identify Consumer Profiles
Conducted market research about the types of people who would be interested in STEER's services. Using this data we were able to identify unique customer identity profiles to design ad campaigns designed around significantly different price points.
2. Rapid Product Prototyping
Using competitors data we chose to design STEER's service offerings in a way that modeled successful competitor programs, but also provided us the opportunity for advanced testing on improvements that we could implement.
Due to this fast prototyping process, we were able to develop the perfect marketing campaigns with relatively short ad testing phases.
3. Define Lead Journey
Defined lead journey patterns by channel, source, first touchpoint. These unique lead journeys were built individualized based on deal size due to the nature of having wide ranging prices.
4. Automation Through GoHighLevel
Using the lead journey patterns we developed end-to-end automation for nurturing leads through all steps of the sales cycle and even after.
5. Email Marketing and Advertisements
First, the email list: We came up with and used an incentive that took place in the future. It was an exclusive offering for early access users to sign up with their emails.
Through running paid advertisements on Facebook and Instagram, we were able to gather 8500+ new email sign ups in the first month.
We then used GoHighLevel automation to nurture the leads, utilizing various sales and offerings for warm leads.
6. Coordinating Influencer Marketing Campaigns
Identified critical influencer partnership opportunities for STEER and coordinated User-Generated-Content (UGC) campaigns to assimilate the products with each influencers audience. We utilized both micro and macro influencers for this project.
Negotiated better rates for STEER and handled payments and communication between all parties including content creators.
7. Data Implementation and Conversion Rate Optimization
Very simply, gather data and implement data. We handle all of this for you!