It had to happen. Vehicles have become a marketing vehicle.

First, there were signs on the tops of taxis and the sides of trucks. (It makes sense, you have a big white truck that you’re paying for anyway, might as well use the space to talk about what’s in the truck… or anything else that would appeal to people who’d see the truck).

Then, it morphed to wrapping or magnetic-signing busses. Then private cars. Then, the creation of true mobile billboards – large trucks or trailers that were nothing but the sign, no cargo, hired to drive around in target demographic areas.

Now we’ve come full circle, and we’re back to taxi cabs… only this time, it’s inside the cabs. Television and web has migrated to flatscreen televison displays inside the taxis in New York city.

I love this.

Why?

It’s almost perfect marketing, in that it is:

• Targeted:  Taxi users are typically business or wealthy customer end-consumers. This is a proven market for advertising via fixed-channel television – see the results of studies done on “elevator TV” in manhatten.

• In accordance with the vehicle: Yellow Cabs are like the Empire State Building – they’re an icon of New York. So one has to be careful when tinkering with their brand –as- a yellow cab. Even the recent (temporary) painting of many cabs with flower designs generated some controversy. But the television screen simply replaces the ubiquitous radio of last decade – it appeals to the (otherwise bored) riders… and it can be turned off.

• Multifunctional: Unlike the radio, the touch-sensitive screen units deliver your immediate location via map and GPS, CNN news, local information, weather, and more.

• Benefits the target prospect: I had a colleague say “I love the live-updated map, it makes me feel more secure”. I like the news and credit-card payment function – no more carrying wads and wads of cash. I don’t mind the ads… what else am I going to do?

• Benefits the vehicle: Ignoring the benefit to the taxi company from selling ad space, and the controversy about GPS (some drivers felt that they’d be tracked too closely) – the fact is that from a tipping perspective, the units work in the drivers favor. Tip is automatically suggested with a set of large one-touch buttons – and the lowest tip is the larger of two dollars or 20% of the ride… that has to add up!

So what’s the moral of the story, beyond “I love New York, touch-screens, and taxis”?

The moral is about win-win marketing. Look at the marketing you’re doing, and vehicles you’re using, from direct mail to radio & TV to webinars. Are your vehicles providing benefit to everyone involved? Are they multifunctional, easily changeable to new messages? Are they targeted?

If you don’t know, go look – and if you still can’t tell what “the right way” looks like, come take a ride in a New York cab. Last mile’s on me.

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