Whenever I take a taxi, I am in no mood for a conversation. It’s either too early in the morning when I am on my to the airport, or it is late in the evening after a party… You know the deal. So I was a bit shocked, when I read about taxi drivers in London now being paid to start a conversation in which they try to explain the benefits of a certain product or service… Hope this doesn’t start in Germany. Don’t want a conversation in a cab and I certainly don’t want a sales pitch during a taxi ride…
The trick is organised by Taxi Promotions UK, who are apparently doing that kind of thing since 10 years, believe it or not!
A taxi ride gives marketers something they find increasingly elusive – a captive audience – at a time when consumers are bombarded with commercial messages and when digital technology gives them the power to skip TV ads.
The average London taxi ride lasts 16 minutes, said Asher Moses, managing director of Taxi Promotions. In a normal working day, a driver picks up 40 to 60 fares; multiply that by 10 drivers, for the 888 campaign, and the audience that can be reached in a campaign that lasts several months is sizable.
Scary? You bet. Who’s next, trying to sell us something, while we think we simply pay them for their services? Our hairdresser, our doctor, etc.?