Gaode is not drunk, the copywriter is drunk

Introduction: When you are in a hurry, you always have to wait for a taxi, which I believe is a pain point in many people's daily life. The author sighed at the reform results seen in the recent advertising marketing of Amap, and put forward some practical reform suggestions based on his own experience.

Recently, several Gaode Taxi posters posted in the group have drawn people’s attention to it again.

Why did I buy it again? Of course I had experience with it before, but when comparing prices with other stores, I was not tempted many times, so I gradually stopped opening it.

I had urgent matters during those days, and it was during rush hour. I couldn't get a taxi from other companies, and it was painful to get one. I saw Gaode mentioned in the group, so I patronized it again. I didn't expect the experience to be reversed.

It was these three posters that sparked a buzz of discussion in the group.

Some people say it is indeed fast; some people say it is really cheap during certain periods of time.

After taking a closer look at the poster, I wonder if the slogan "One step ahead" has always been there or has it been adjusted now?

Then, "Everyone has their share of humility", seems to be an activity, right?

The main text of the complaint mentioned three pain points of taxi riders. One is the city center; another is rainy days; and another is getting up early. The words used in the text are very parallel, and the phrase "Come and take me" is also very humorous.

Are these three pain points enough? Or are there more that you haven’t seen?

Yes, when you squeeze into the city center and want to go back; when the cars collectively slow down when it rains; when you finally get up, taxi users all have this feeling.

But what has Amap done internally and externally in the past two years? What adjustments have been made in the competition with other platforms? Which edges of the competitors have been avoided and which limelights have been snatched from the competitors? How to create an advantage that is one step ahead of others? If these deep-seated internal skills are not brought out and discussed from a high-level perspective, will it still not be able to gain recognition for the core advantages by relying only on these superficial appeals?

Just like when we play games, only after multiple rounds of experience can we find out where the bugs are and raise user opinions. If it is just internal design, internal people will always fail to see some situations; if it is just external capture, external people will only see the surface, which will not help your platform to rise to the top.

So, Amap has definitely made progress. But relying only on these posters and certain activities cannot directly hit the top competition and cannot implant itself in people's hearts for a long time.

Here, I also thought deeply about my own car-using experience, measured some of Amap's strategic starting points, and made the following creative appeals:

The car I often call disappears during the peak hours.

I didn’t feel it when no one called me, but I realized it when I called urgently: There was no response every minute and every second, maybe I had wasted my time in vain!

No one takes the order, it's useless to raise the price

It also asks you: Do you want to add another car model? You think it will come if you add it, but in the end, you are the one who gives up!

One-click triple-link, there is always one nearby

Gaode has price escalators, wave after wave; but the price differences are not surprising, the key is that it lives up to expectations!

No matter how big the discount is, it can’t beat the price charged after getting off the bus

You sign in every day and receive red envelopes one after another, but you still didn’t expect that there would be an assassin after the 70% discount!

The longer the journey, the more Gaode's dispatching qualities are revealed

Those that are nearby are easy, but those that are far away are very troublesome; I have used a lot of platforms in vain, none of them are as fast as Gaode!

Author: Steven Cheng

Source: WeChat public account "Copywriting Free Shipping"