Marketing Essentials for Lyft Brand Ambassadors

Facilitated by:Mercedes Diane Griffin Forbes

Seneca Gates

© Diane Griffin Enterprises, LLC, 2016

www.dianegriffinenterprises.com

Market Research Basics• What is your specific goal?• Who is your target audience?• Where is your target audience found?• What tools do you have? What are your options?• How are you going to reach your audience?• How much are you willing to invest to secure your

audience?• How will you know when you have been successful?

Targeting• Who is your Customer?• 18-34 year old Caveat

Might be higher in major cities• Highly educated• Live in urban neighborhoods• Higher than average level of income

Stay away from suburbia

Positioning• Now that you know your customer:

1. Where do these people go? 2. What do they do for fun?

• Make a mind map and branch out. Locations that have worked for us: Colleges,

Metro Stops, Concerts. Etc. • Focus on your target customer

Tricks of The Trade• Mindset is everything!

If you have a bad attitude, don’t go out and promote

Know yourself. i.e. • Grab a partner to keep you accountable.

Find someone who complements you*• Form a funnel• 3 Second Pitch• Thoughts on Codes • Find the sitters.

Tricks of The Trade (Continued)

• Smile, make eye contact, and look at your card• Tell a Story (Bus Stop vs. Expo East)

Halloween bundle vs. handing out candy• Partnerships:

1. Start inward, and work your way out.2. Provide VALUE.3. Lyft HQ is a partner: Swag, T-shirts, local market

knowledge• Social Media:

1. Can be very time intensive and yield low returns!2. Work with online groups or organizations you partner with.

Strategize• Experimental Discovery:

Make small bets. “Fail small, fail often.” (Capitols Baseball)

• Be goal oriented. 1. Know the outcome you want to reach. 2. Time is money. 3. If you fail to plan you plan to fail

• Move more cards + the right hands • = winning

Budget• How much are you willing to invest?• Remember time = money!

1. What days, times, work best?2. How many hours do you want to spend?

• What do you need to purchase (i.e. cards, tshirts, candy, any other giveaways)?

• What other costs will you incur (i.e. gas, metro, food, etc.)?

Other items: candy, drinks, transportation to/from, business cards, costume, etc….

How much do these cost? What do we have to pay for ourselves? What’s our budget?

Measure• Use codes to test your strategy.

Currently, we are using one code to test placing cards on library information tables.

We always make event specific codes.• Are there any particular card features or designs that

work best? What are the facial expressions you notice? Do people say thank you? Do they seem excited?

• What about you makes a difference? Females: Make up v. No Make up Males: Approaching men v. women Lyft tshirt v. plain clothes

• Keep a log or journal of your daily experiences!

How are people responding to what they see?