New York TLC Gets Input on Possible Rules for e-Hail Apps
February 15, 2015
Welcome to the TLRC Blog
January 5, 2015
NY Taxi Workers vs. Governor Cuomo
September 17, 2015
GETTing serious and LYFTing Exposure
February 19, 2015
by George Laszlo
I was pleasantly surprised this morning when I picked up a copy of Metro NY near Union Square in Manhattan. Rather than seeing the typical front-page headlines, I was staring at a full page ad from GETT, the ride-hail company.
This was welcome news since I have been stating here that all ride-hail companies must step up their marketing and PR initiatives to have any chance of surviving in any market that Uber also covets. And that means just about any mid- to large-sized town/city.
The Ad, as you can see from the two photos, touts $10 rides in the central business district or anywhere between Houston Street and 59th street. The two-page ad also notes that you can get a flat rate no matter where you are going within the city.
GETT, a well-funded and profitable company, is taking the New York market very seriously. They know that they don't need a bottomless bag of money to succeed; just enough to entice drivers and passengers to sign up. On the sign-up front, GETT is playing nice within the NY black car market. They have made deals with a number of these companies and are complying with NY City regulations. Now, they just need to turn on the heat a bit more and give those other guys a run for their money.
An added benefit from advertising like this, is the likelihood that the newspapers and magazines where the ads run will be more likely to give greater editorial coverage to them as well. Perhaps this will help lower the media volume related to Uber.
Also welcome news for this blogger is the fact that Lyft has also been raising more money to fund their expansion plans. You can read about that here. Part of this will most likely go to marketing and PR initiatives like the video display ads that Lyft has been running on NY subway platforms. Although it's not yet clear that this method is getting the desired results, it's good to see Lyft moving in this direction.
Now if only the traditional, but no longer entrenched, taxi and limo companies could get their act together, we may see some serious competition building in our fair city. While not exactly asleep at the wheel, they have not exactly figured out how to respond to the ride-hail juggernaut.
P.S. - Meanwhile, an interesting development has taken place on the west coast. DeSoto Cab of San Francisco has decided to change the name of the company to Flywheel. All 220 of their taxis will be repainted and carry the Flywheel logo. Perhaps this is one way that a traditional cab company can survive in today's ride-share environment.