Let me put it this way…my husband and I recently purchased a Toyota Corolla and park it in the same Brooklyn garage where we used to rent Zipcars. Yet, we still hold onto our Zipcar membership, just because we like them so much. Or should I say, I like their marketing so much — the cars are great, but it’s the cute e-mail newsletter “Under the Hood” and the free coffee and smiles we get at our local subway stop (complete with sample Zipcar) every once in a while. Seriously, I delete many of the e-mail newsletters I get, but I always read through Zipcar’s. It’s simple — a standard Constant Contact layout — but it’s humorous, informative, and they send it to their ongoing customers who tend to be a loyal bunch. I enjoy reading about the new cars they offer in my neighborhood, green tips and even things I consider silly, like an upcoming ping-pong challenge (a little too hipster for me). But overall, I think Zipcar is a great example of good marketing — honing in on loyal customers and keeping them as fans of the brand. Even if some of them, like me, now have their own cars.
