Las Vegas limo service Bell Trans is using mobile to drive revenue via loyalty programs that engage consumers with local offers.

The company has partnered with Hipcricket for the program. Bell Trans is using Hipcricket?s platform to measure the results of the campaign and make updates in real-time.

?A significant portion of Bell Trans? customers are new ? they show up at the airport and find a display ad or kiosk and call for a lift to their hotel," said Eric Harber, president and chief operating officer of Hipcricket, Kirkland, WA. "The relationship between transportation provider and visitor can be highly transactional in nature.

?Bell Trans wants to improve that dynamic,? he said. ?The strategy is to better engage Las Vegas visitors for the entire duration of their trip using mobile marketing.

?By offering customers the ability to interact with the company via mobile, Bell is providing a valuable service, promoting repeat business and fostering customer loyalty.?

Hipcricket is a software and services mobile marketing company dedicated to driving sales and generating revenue for clients using SMS, mobile Web/WAP and mobile advertising services.

Mobile campaign
Las Vegas visitors can schedule transportation by texting their request to a unique short code.

Additionally, the program will feature a click-to-call option that helps speed up the reservation process.

Visitors will also get offers from local businesses.

?Mobile is the perfect way to interact with travelers,? Mr. Harber said. ?If they haven?t done the research before arrival, then they have a few choices: power up a laptop if available, look for a phonebook or ask someone at an information desk ? why not just turn to the device in their pocket?

"There are over 280 million mobile subscribers in the U.S. alone, and they say that one?s phone is rarely more than 4 feet away from them at any given time,? he said. ?Also, the personal nature of mobile phones enables businesses like Bell Trans to interact with consumers on a one-on-one basis and helps to build a connection to the brand.?

Marketing plans
Bell is planning to advertise the service at its airport kiosks, inside its vehicles and is exploring various other outlets.

Mr. Harber said that the target demographic for this service is fairly broad. It is anyone traveling to Las Vegas who owns a mobile phone.

?Las Vegas travelers likely have one of the two following characteristics: their trip is somewhat improvisational, so they will arrive without transportation; or they are handling an event like a bachelor party or special occasion, and again, will need transportation and help with event planning," Mr. Harber said.

?Bell Trans plans to drive revenue and build customer loyalty by attracting additional customers and encouraging repeat business,? he said. ?By providing a valuable service and creating opt-in mobile loyalty programs, Bell can engage its customers throughout the duration of their visits.? 

Final Take
Rimma Kats, editorial assistant at Mobile Marketer