a marketing lesson from the backseat of a taxi cab

Think you can learn a universal marketing tenant from a taxi cab driver? I didn’t either until I snapped the photo below.

In the backseat of an otherwise inconspicuous looking taxi cab sits this hand-written note: “All airport trips 5am to 10am free coffee & doughnuts….”

When I entered this cab little did  know that I was about witness to one of the most relevant and down-to-earth marketing lessons of my short career. In the over saturated and entirely commoditized Chicago taxi business, this driver found a powerful (yet easy) way to differentiate himself by offering his passengers a sweet little incentive for calling him directly.  

Does it work?

Well, according to the driver, he has won taxi cab of the year several times and has a list of regulars who call him habitually for trips to O’Hare and their french crullers.

His lesson to us all: No matter what it is you do, there is always a way to differentiate!


About mjkurb

Michael is the Manager of Business Development at Element 79, a full-service advertising agency in Chicago, Illinois, and recent graduate of the Master's program at Northwestern University - Medill School - Integrated Marketing Communicaitons. Running two family businesses - learned to constantly listen and be aware of customer's needs and behaviors. Master's degree Northwestern University | Medill IMC - learned to better understand marketing insight, strategy and measurement. Rest of life - learned that working harder, smarter and faster than others is how you stay one step ahead.
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