Driving from awareness to purchase intent

: Indie Campers’ strategy in the US RV rental market

Abstract

This dissertation examines strategies to enhance brand engagement for Indie Campers, a Portuguese motorhome rental company present in over 70 locations around the globe. It focuses on increasing brand awareness, consideration and purchase intent while minimizing customer acquisition costs in the US RV rental market. The research employs a blend of primary and secondary research, including data analysis from Indie Campers' database, Google Analytics, a survey, an expert interview, and a benchmarking of its competitors. The study delineates segments within the company's consumer-base through cluster analysis. Additionally, uncovers the company's challenges in influencer partnership, guiding the creation of an evaluation model. Moreover, a benchmark analysis provides insights on the performance of competitors’ strategies. Lastly, a linear regression helps to understand the marketing efforts that significantly enhance consumer engagement. Findings showed that Indie Campers has 4 segments inclined towards sports and outdoor activities. The study also revealed that competitors rely on providing content around influencer collaborations, UGC content, promotions and travelling tips, mostly on Instagram. Additionally, companies with more organic traffic compared to paid traffic performed better in terms of website traffic. Further, according to survey respondents, the most impactful marketing strategy in boosting consumer engagement is brand collaboration between companies from different industries. This paper finishes with recommendations for Indie Campers’ strategies according to the findings.

Date of Award	22 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)