Limo company lets customers text for ride, can send ads

By Richard N. Velotta (contact)

Fri, Sep 3, 2010 (3 a.m.)

It used to be that hailing a cab or hiring a limousine required a little street-corner choreography to get a driver’s attention.

Today, a prospective customer can get a driver’s attention in a more high-tech way — by texting the company.

Las Vegas-based Bell Trans, the largest single-city limousine company in the country, has contracted with Hipcricket Inc. of Kirkland, Wash., to create mobile marketing campaigns that will build Bell’s customer base. Terms of the deal were not disclosed.

It’s pretty simple: A prospective customer texts a request to a short code — a short phone number used as a text address. The company can immediately dispatch a limousine to the requested location or call back for more instructions. Standard text rates apply for the customer.

When a customer opts in to the text program, Hipcricket is able to contact them with marketing and advertising messages. The company has developed more than 65,000 mobile campaigns. In Las Vegas, Shonkwiler Partners will provide local insights and access to Las Vegas businesses.

Breck Opeka, Bell Trans’ general manager, said the limo-hailing text program began operating last month, and Hipcricket is developing the marketing and advertising component.

“Text messaging has been around for a long time, but we’re discovering more ways to be able to interact with customers with it,” Opeka said. “With our system, golfers could be out on the golf course and text for a limo, and by the time they’re off the course, the vehicle is there for the transport.”

The system is a win for Bell Trans, its partners as well as its customer, he said.

“Our ability to engage with these customers increases dramatically when we tie in the hyperlocal campaigns with our partners,” he said.

Opeka views the technology as another way to interact better with customers.

“We’re on the ground floor of this thing right now, and advertising is one of the avenues we use to connect with customers,” he said. “Customers already know that our drivers are like our ambassadors to the community — yhey know the best places to eat in town and the best shows to see. This is another touch point for visitors.”

Eric Harber, president and chief operating officer of Hipcricket, knows from experience that the relationship between a transportation provider and a customer is fleeting.

“Most often, a visitor simply hails the first car he or she sees,” Harber said.

Developing a mobile connection through text messaging promotes brand loyalty, he added.

Bell Trans has been in business in Southern Nevada since 1970. In addition to the limousine service, it operates Nevada’s largest bus company and two taxi companies, Whittlesea Blue Cab Co. and Henderson Taxi.

It hasn’t been determined whether a text-messaging strategy would be extended to the bus and taxi operations.

Editor’s note: This is the first in a series of columns about the rapidly expanding digital-marketing phenomenon that is sweeping Las Vegas and the country.