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How Hertz Won Over a New Customer Segment

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.

 Click here to read the full study.

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