London Private Hire Signage - Who benefits?

Many Operators in London are now pondering as to whether they adopt rear screen branding or number plate marketing signage after the introduction of the recent new regulations.
Having spent years of pleading with the authorities in London to allow ‘Branding signage’ the uptake was instant by those keen to take advantage.

Some Operators like LPHCA Member – Les Chapman at Datacars in Eltham immediately grasped the opportunity of putting his company name on his 200 vehicles. Remarkably in the short time since then he has put Mogo’s Marketing Plates on the back of his vehicles he has seen a 10% growth in his fleet in spite of the current recessionary pressures.
Mogo’s free design service has meant that a large number of companies, either have them on their vehicles or have received sample designs from Mogo.

We have taken the opportunity to ask a few of the first companies to take the plunge for feedback comments.

Luci Browne and Mabsy Latif at Alphabet Cars Limited based in East London are very pleased to have the new look ‘Mogo Plates’ on their vehicles as it has made life a lot easier for their passengers and drivers. When customers call for their Private Hire Services they want to be assured that they get into the correct vehicle. ‘Mogo Plates’ answer all of the customers’ questions, which is especially useful for collecting passengers from busy clubs, pubs, supermarkets, etc. Alphabet Cars Passengers are told to look for the Mogo Plate ID on the vehicle when exiting their venue for their trip home. With Mogo Plates they say ‘our vehicles are easy to identify, so lone females are sure they are being collected by a legitimate company to be safely escorted home. Alphabet Cars Customers love the new plates, it is also helpful for us as an advertising tool. Many Private Hire Drivers from other companies have stopped our drivers remarking how nice they look on the vehicles. All in all we are pleased that a well made advertising tool has been made available to our industry.

Justin Rock – Cannon Cars says:
‘Our Drivers state that the plates are very popularwith the customers. They are an effective way of advertising whilst also being extremely reassuring to the passengers that they are getting into the correct vehicle. They are also neat, professional and enhance the vehicle as a Private Hire Vehicle’.

As most Private Hire Vehicles are Driver Owned, it is not surprising that they do have an important say on what goes on their vehicles. Drivers also however have a vested interest in the number of customers that use their companies as this directly affects their living.

Outside the PCO Licensing Area Drivers may already have to attach a plate of some sort to their vehicle, which has no benefit to them in terms of bringing in work and therefore cash.
Where companies have utilised this new marketing tool, customers are now saying please send an ‘identified vehicle’.

Drivers have quickly realised that not being ‘Mogo Plated’ could be costly and once their company has paid for theNumber Plate Attachments they are carrying around free
advertising, which brings money into their pockets.

In most cases as evidenced by ‘Customer Comments’ featured with this article, the feedback is very favourable and the vastmajority of customers see the addition of ‘Number Plate Attachment Signage’ as a welcome enhancement to the service.

Cost – No surprise here that introducing branding on vehicles will cost money however the question we need to ask is what the return will be in relation to the cost. Whilst this will vary slightly from Operator to Operator the opportunity to have ‘Your Company Name and ‘Phone Number or Website’ constantly displayed on your driver’s vehicles is priceless and the cost is minimal compared to throw away marketing like drop cards.