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How Easy Taxi beautifully integrates on- and off-line tactics to acquire 20 million users (VB Live)

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James Hammond
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Our second 30-minute mobile marketing webinar dives into user acquisition with EasyTaxi s CMO Paul Malicki.

Being very honest, it s not easy to raise money in our sector, says Paul Malicki, global CMO at Easy Taxi.

Local marketing teams in each country secure deals and partnerships with major influencers, as well launch promotions with some of the largest companies in the world — and word of mouth spreads fast.For example, in Mexico City, Easy Taxi is currently partnering with Microsoft to outfit 10 private taxis with premium Xboxes to surprise and delight users who expected an ordinary trip.

You can t simply show an in-app ad and assume someone is going to download the app and use it, Malicki says.

They blast easily digestible content including PR, TV and radio marketing, and OOH marketing in bars and restaurants to snag those users who might need a lift home after a long and boozy night.

If we don t educate the consumer, user acquisition costs go significantly up, because people simply don t understand the product, says Malicki.Their approach is very different from others in the sector that focus primarily on the digital marketing piece of user acquisition strategy, Malicki acknowledges.

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James Hammond
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