How To Sell Your “Once Upon A Time…”

Posted on January 4, 2017 by Lexi Tucker - Also by this author

A good story can build an empire; just ask Disney. (Photo via Pixabay user ErikAggie)
A good story can build an empire; just ask Disney. (Photo via Pixabay user ErikAggie)
I may be a young adult, but I’m still a sucker for animated films. Any time Disney, Pixar, or DreamWorks comes out with something new, I’ll be the first in line and will likely sing the songs from the movie on the way back home from the theater. I doubt I’m alone in this, even among older adults. Why? Because whether or not the films are aimed at families with young children is irrelevant — everyone loves a well-told story.

Unfortunately, Lyft has picked up on this and used it to their advantage. In a new short by Academy Award-winner John Kahrs (you might be familiar with his previous work “Paperman”) titled “June: Life is Better When You Share the Ride,”  it’s clear the TNC understands to win a potential customer or driver’s mind, you first have to capture their heart.

If you’re reading this at work or don’t have the time to sit back with a bag of popcorn, let me break it down for you. The story follows a little old lady named June who loses her older vehicle when a cement truck comes barreling into it while she’s getting her hair done. After her daughter orders her a Lyft to help her get around town, June uses the money she receives from the insurance company to purchase a newer car and signs up to become a driver. Over the next few minutes, we see her pick up a cast of unique citizens all looking for rides to various appointments who give her stellar reviews via the app.

Just look at how popular these guys have become! I know you can tell a better story. (Photo via Pixabay user stevepb)
Just look at how popular these guys have become! I know you can tell a better story. (Photo via Pixabay user stevepb)

One night, June must brave an intense snowstorm. After skidding off the road and losing her phone in the snow when she gets out to look for help, we see a previous passenger is waiting in a café full of other familiar characters for her to pick him up. Noticing she’s been in the same location for quite some time, he calls upon the other patrons to go out and help look for her. In the end, they find her and help get her car back on the road.

Finally, the film ends with a black screen that reads, “Inspired by the drivers and passengers who have made Lyft part of their story.”

Warm and fuzzy feelings aside, this was a BRILLIANT marketing move on Lyft’s part. Forbes writer Will Burns says it best: “The film gives Lyft a vibe of human connectivity, hope, joy, and a large pinch of ‘we're all in this together.’ In the polarized world we currently live in, it's a vibe that feels like a warm bath on a cold night.”

My question to you is this: Why should anyone use you over a TNC? What makes you special, unique, different, HUMAN? What makes your chauffeurs who they are? Everyone has a backstory, as evidenced by June’s fictional account. Why not start a blog where you interview those who make your company what it is?

After all, everyone loves a good story.

For more insight into telling your story, read this article on how to sell limo service to the Millennial business travel sector and LCT Editor Martin Romjue’s column on why every seat has a story.

View comments or post a comment on this story. (1 Comment)

More LCT Blog Blog Posts

March 8, 2017

Immigration Issues Can Hit Limo Operators

Illegal or not, immigrants in one California region spend hard-earned money on renting stretch limousines.

March 1, 2017

Did The Dent Fairy Come To Visit You?

Unlike the tooth fairy and baby teeth, the dent fairy never runs out of vehicles.

February 15, 2017

My Unofficial International LCT Show Agenda

The suite parties, charity fundraisers, and off-the-grid get togethers round out a complete global industry trade show.

February 14, 2017

How To Practice Common Sense Customer Service

It's one of the most important and difficult qualities to hire for, since it emerges in unexpected situations on the job.

February 1, 2017

3 Big Fouls From My First Uber Rides

Operators don't have much to worry about if TNC drivers keep acting like this.

See More

Facebook Comments ()

Comments (1)

Post a Comment

Submit

Blog

See More

LCT Store

LCT Magazine - June/Fact Book 2017 $12.95 * Facts & Stats * Directors & Guides *



Connect

Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment

TruckingInfo.com

THE COMMERCIAL TRUCK INDUSTRY’S MOST IN-DEPTH INFORMATION SOURCE

Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close