🎓 Creating a community via Digital Marketing

In terms of brand building, eCooltra has set itself the mission of increasing the sense of identity. Jan Trullàs, the chief commercial officer of the scooter-sharing operator, told us: “We've done well with attracting new customers, but we can do more in building a community”. This came in his speech, which kicked off the 8th edition of the Marketing Conference has started, held yearly as part of our Degree in Marketing and Commercial Management.

Trullàs described eCooltra’s successful model, which has helped the brand take its place leading the market. “We're the leading players in Europe in terms of users, number of bikes and, above all, number of rotations and trips,” he explained. This is a pioneering company that has opened up a market. “The market is now a lot more mature as a result.”

In reference to how the scooter-sharing service operates, the speaker told the audience that “the future will be found in mobility aggregators”. In terms of communication, he highlighted the effectiveness of shared actions with other brands that might, at first, seem unrelated to what eCooltra does. One example of this is the campaign carried out with L’Oréal.

Sustainable mobility

In his speech, Trullàs made repeated references to the company’s commitment to sustainability. This is reflected in maximisation of the scooters’ lifecycle and batteries. It can also be seen in eCooltra’s contribution to “sustainable and shared mobility”. For this reason, he explained his perplexity at the measures taken by Barcelona City Council against scooter sharing.

“Three hundred bikes per operator is an unsustainable model for any company that wants to operate in this market,” he said. He added that he felt there was still time to find solutions. One such solution could include an increase in the number of licences, he suggested.

Behaviours and patterns

After Trullàs’ conference, the head of the Behavioural Change department of Labrand, Ana Reventós, explained the key element behind what her company is doing: tracking behaviour to identify patterns. She listed the following trends: the loss of innocence, the exaggeration of the ego, the crisis of the self and the return to community. These are patterns that define our generation but which can also seem contradictory. In this age of the digital era, there is a widespread desire to “return to community”, to return to what makes us genuinely human.

The theme of the 8th Marketing Conference was “Marketing and Communication in the Digital Economy”, and, in addition to Trullàs and Reventós, we also welcomed representatives from companies such as Wind Mobility, Petit Bateau and Grey España. The Conference is supported by Club de Marketing Barcelona and the Col·legi de Publicitaris i Relacions Públiques de Catalunya.