SOCIAL MEDIA SAVVY
KEEP YOUR MARKETING LOCAL LOCAL LOCAL AND STAY AHEAD OF GLOBAL COMPETITORS
Article by Phil Holloway Hollogram Ltd
www.hollogram.com
In today’s ride-hailing market, local taxi companies face stiff competition from global giants such as Uber, Bolt and Lyft. However, local operators have a unique advantage - they are truly part of the community. By focusing on their local connections and emphasising that they understand the area better than any global competitor, smaller taxi companies can stand out.
THE POWER OF LOCAL
While Uber’s marketing often shows iconic images of New York or London, those don’t resonate with people in towns like Rochdale, Banbury or Stevenage. Local taxi and private hire firms have the opportunity to connect with their community by showcasing content that features recognisable, everyday places.
Photos and videos of taxis/PHVs outside well-known local pubs, restaurants, or landmarks
are more
relatable for local customers. When people see familiar locations in marketing, they’re more likely to choose a service that feels part of their town, instead of a distant global corporation.
Local taxi/PH firms can also highlight their drivers, who live and work in the area. These are people who know back roads, quickest routes, and the best ways around traffic. By putting faces to the service, local taxi/PH companies can build trust and loyalty, some-thing that faceless global corporations can’t easily replicate.
CREATING LOCAL CONTENT
One of the most effective marketing strategies for local taxi companies is to capture their vehicles at popular local spots. A social media feed filled with photos of taxis/PHVs in front of beloved cafes, parks, or shops instantly grabs attention. This not only personalises the service but also positions the company as part of the fabric of the community.
Stories about drivers can also make a big impact. Sharing the experiences of a local driver who’s been
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navigating the area for years adds a human touch that resonates with customers. This personal, relatable content helps local taxi/PH companies connect with their audience in ways global brands simply can’t.
LOCAL KNOWLEDGE AS A SELLING POINT
Local taxi drivers bring something global companies don’t - real-world knowledge of the area. They know the shortcuts, traffic patterns, and best routes during peak hours. This advantage can be a key selling point for customers who prefer a reliable driver who truly understands their town.
SUMMARY
For local taxi firms, the key to competing with global giants lies in being authentically local. By showcasing local drivers, familiar locations, and emphasising local knowledge, they can build stronger community connections - and win the loyalty of their customers.
If you need any help with marketing for your taxi business, get in touch with Phil Holloway via email
phil@hollogram.com or call 01509 398 002 for a chat.
OCTOBER 2024 PHTM
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