Taking the Lead in Driving Awareness,
Trial and Repeat Use
One of CellWand’s key differentiators for wireless carriers is our ability to market our applications to consumers without any direct cost to carriers. And given that our services like #TAXI are available on all mobile phones, wireless carriers don’t have to compete with each other, since dialing #TAXI on any handset automatically generates revenue for that respective carrier. The result is that all wireless carriers benefit from CellWand’s national advertising campaigns that promote enhanced services on mobile phones and thus increase call volumes.
Social responsibility campaigns
CellWand has partnered with Mothers Against Drunk Driving (MADD) and liquor commissions to launch the highly visible “Last call” series of public service ads encouraging socially active youth to call #TAXI rather than drive home. The ads have appeared in radio spots and in magazines. Posters have been prominently featured in cinemas, restaurants, liquor stores, bars, campuses and major sports venues.
In addition, liquor commissions across Canada have featured #TAXI posters at wine tastings and other in-store promotions. In Ontario, #TAXI is featured as part of the annual “Safe Prom” campaign which provides tips for teens and parents to promote smart choices and to ensure graduation festivities are safe.
The result is a growing brand awareness of the #TAXI service at no cost to wireless carriers.
Industry Communication Program
The first step in solidifying CellWand’s position within a specific vertical market is our Industry Communications Program (ICP). The program is designed to inform the industry about how the application works and how it will benefit their business. It is also designed to create a strong relationship between the industry and CellWand by establishing the long-term benefits. For example, there is no charge for industry members to be included in services like #TAXI. And given that the service is focused on making it easier for mobile callers get a cab, it's a win-win relationship because it increases taxi usage. See www.poundtaxi.com for an example of one of CellWand’s communication channels for the taxi industry.
Wireless carrier co-marketing
Since #TAXI is only available on mobile phones, wireless carriers have also helped market the #TAXI service to their customers. This has been done via VIP newsletters, SMS campaigns, on-hold messaging, pre-loading #TAXI on new phones, mobile phone browser screens (WAP decks), and promotions on corporate web sites and in service guides.