When promoting their taxi services, a lot of taxi business owners are stuck with simple, plain, boring discounting.
Even with discounting there are many ways to make it stand out. You can see these ways all around you.
For example, here’s what Starbucks does to promote their business and bring in new customers at certain times of the year: Buy any drink before 2:00 p.m., bring your receipt back after 2:00 p.m. during the same day, and get any kind of medium-sized drink for $2.00.
Last time I was at Starbucks after 2:00, three people were in front of me in line, all three had receipts from the morning, and all three purchased a $2.00 drink. So what did Starbucks do? They figured out that in the summer they probably do not have enough people coming in at night, so they run this kind of promotion.
When is your slow period and when can you run a similar kind of promotion? For example, if you take a client somewhere between 7:00 a.m. and 10:00 a.m. then they can go for half price between 11:00 a.m. and 2:00 p.m.
Here is something to understand. Giving a 50% discount versus “buy one, get one free.” If you start doing all these kinds of promotions, they kind of look the same. But from the seller’s perspective, from the service providers’ perspective, there is a big difference.
When you do a 50% discount it means that a client uses you once and you get half the money.
However, when you do “buy one get one free” it means that a client uses you twice, so they start forming the habit of actually using your service. They are more likely to call you several times. That is a great habit! That is what we want them to do. And you get twice as much money as you did in the 50% discount scenario.
Start paying attention to these little differences. When doing a promotion, you have to do some math and see how much money you make, what is going to happen, what the differences are going to be.
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