GO LIMO: Going After The Traveling Hipsters

Martin Romjue
Posted on August 13, 2014
Hey, Girlfriends! Lookin' good on the curb. But those shoes would walk with more style steppin' out of that black car behind you. GO LIMO!

Hey, Girlfriends! Lookin' good on the curb. But those shoes would walk with more style steppin' out of that black car behind you. GO LIMO!

Hey, Girlfriends! Lookin' good on the curb. But those shoes would walk with more style steppin' out of that black car behind you. GO LIMO!
Hey, Girlfriends! Lookin' good on the curb. But those shoes would walk with more style steppin' out of that black car behind you. GO LIMO!

The news that the taxi industry has smartened up in its battle against Uber with the recent launch of the CURB app highlights another front in the ground transportation industry’s competition with TNCs.

So far, the focus has been almost exclusively on the regulatory front. What’s needed is an equally strong push on the marketing front. Here's where the limousine industry has the most potential of any ground transportation service. But the sleeping giant has run out of snooze alerts.

Along with promoting an app comes the image. Uber and CURB are apps marketed mostly to young, urban, corporate professionals who value instant mobility in major cities. These are Uber’s bread n’ butter.
 
Now if Uber can do it, and the taxi industry is doing it, the limousine industry can do it better. Think about the terms: UBER vs. CURB vs. LIMO.

Yo, Dude! She'll be more impressed on the first date if you're ballin' it up in a LIMO. Just GO LIMO, and see what happens tonight!
Yo, Dude! She'll be more impressed on the first date if you're ballin' it up in a LIMO. Just GO LIMO, and see what happens tonight!
  • UBER has spent huge sums in the last five years making its brand a verb. Younger riders by now know what UBER means, as in “Let’s Uber to the club.” But Uber is still a new term, without a legacy or story, and it will take far more exposure and marketing to get it beyond its core base, especially to potential clients older than the beautiful people pictured in marketing materials.
  • CURB is a clever term for the taxi-industry, and shows a sincere, savvy push for younger riders as CURB'S official promotional press photos in this blog post reveal. Beautiful people can ride in cabs, too, CURB implies. But CURB takes some explaining, since you are not quite sure at first what type of vehicles it refers to. All vehicles can pull up to curbs.
  • LIMO, on the other hand, packs the punch of multiple meanings all-in-one. Everyone knows what a LIMO is. It’s a legacy concept with a long history. All generations have favorable impressions of “LIMO,” including younger people who use stretches and limo buses for proms, weddings and parties. LIMO can refer to a sedan, a stretch or an SUV. LIMO implies black, classy, sleek, discreet, hip, safe, VIP and sophisticated in one simple term. You don’t have to explain LIMO to anyone, or teach the public what it means.
Hey there, Hip Girl! You know how to move, but if you're going to sit in the back, make sure your ride is all black. Just GO LIMO!
Hey there, Hip Girl! You know how to move, but if you're going to sit in the back, make sure your ride is all black. Just GO LIMO!

Related Topics: marketing/promotions, mobile technology, operations, staying competitive, taxis, TNCs, Uber, vehicle apps

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