Our latest case study details how Benenson Strategy Group worked closely with Hertz, the nation's leader in car rental by sales, to pinpoint and win over a new customer segment.
- Our custom research program consisted of a national survey of self-identified non-car renters.
- Research focused on identifying target consumers through a battery of values, attitudinal and lifestyle questions, centered on latent needs or aspirations, rather than focusing our inquiry on car rental scenarios.
- Further, BSG tested a variety of messages with the goal of honing in on the types of emotional connections Hertz would have to make with these target consumers.
- We profiled who the target consumer was and developed a communication strategy that tapped into their deep-rooted values to deliver the right combination of content and offer.