By Hasan Abughosh, chief marketing officer at Jeeny
The way people travel has undergone a profound transformation with the advent of ride-sharing apps. The convenience of summoning a ride with a simple tap on a screen has made it possible and even appealing for many people to forgo public transportation, hail a taxi or live without their own car.
Industry data supports that ride-hailing services have seen significant growth in developing countries, particularly in regions with limited public transportation options and growing middle-class populations. Such growth can be attributed to factors such as convenience, affordability and access for previously underserved populations.
However, not all developing markets are equal and competition in the consumer transport space can be intense, especially where the target audience is price-sensitive. There are also various political and socio-economic topics to consider such as local regulatory barriers, disregulated systems, lack of internet or unreliable coverage.
In the Kingdom’s transport sector, not only are there price sensitivities due to varied consumer spending power, but the nation as a whole is also going through a pivotal transformation under the country’s progressive vision. As a result, this change involves support of government-regulated organisations to develop and implement a standardised framework and supporting infrastructure for both the public and private transport sectors – a benefit to operating here.
Marketing a privately held ride-hailing app in KSA can still be a challenging task, but with the right strategy and business fruition encouragement from national authorities, it is possible to succeed. Here are some tips:
Create Awareness, Followed by a Need:
First and foremost, strategic planning establishes a positive perception among potential customers but with that comes education.
In an undeveloped market, people may not be familiar with the concept of ride-hailing or do not have the disposable income to use such a service making it difficult to attract users. On the other hand, a competitive market may present established players with a significant customer base. In KSA’s case, the target customer is evolved, well-travelled, and therefore familiar with such a concept, creating a need.
However, as the largest country in the GCC region by geographical size and population, there is a large consumer segment that requires an education in advanced mobility.
At Jeeny, we focused on cultivating the ease of use and the default easier way of getting around as well as driver reliability. Whether our communication centred on ease of getting
to work, or running errands, ease of mobility is
the need.
Circling back to the younger generation, providing competitive dual (driver and passenger) pricing and user-friendly payment methods satisfied their needs.
Power Partnerships and Online Social Advertising
Forming alliances with local, synergistic companies and organisations, coupled with digital marketing to target prospective customers is a game-changer.
Once armed with a clear understanding of the target audience, combining forces with brands or activations that engage the same clientele is beneficial, given today’s experience-focused customers. Targeted social communication such as competitions and aligning with seasonal trends also allows for opportunities to speak to customers.
In the case of ride-hailing, taking young customers into account, not only is competitive pricing a must but aligning with local and global events fosters success.
Jeeny exercised this notion by tying up with local events such as Comic Con KSA and global engagements such as the recent Qatar World Cup by offering event-specific discount codes which were pushed across our social platforms. Such tie-ups positioned the firm as relatable and approachable but also fostered communication of our value propositions, dual economics and reliability, to attract and retain customers.
By targeting specific demographics through online social platforms, firms increase their visibility and reach a wider audience of potential customers in an efficient and cost-effective manner.
Engaging Activations: Differentiate and Have Fun
Along with traditional and new marketing strategies, a fun stunt can get target audiences talking, especially when building a business in a developing but also competitive market like KSA.
Simple activations like scavenger hunts, competitions and interactive displays with Instagrammable appeal go a long way. Sometimes, going back to marketing 101 basics helps firms to hook customers with their simplicity and novel cheeky approach.
At Jeeny, we wanted to incorporate this into our business and marketing objectives. As part of our joint driver and customer onboarding push across the Kingdom in late 2022, we launched a mobile office. The activation facilitated the ability to drive (literally) some of our values – ease, and convenience to work on the go, while engaging the wider public. Plus, we also had fun building and designing the mobile office and were able to meet with prospective drivers across the country – a win all around.
As KSA works toward transforming on a global economic, political and social scale, the opportunity to grow Jeeny adjacent to the nation’s development is monumental for any business, regardless of scale. We’re excited about the revolutionary journey across the Kingdom and are working towards an enjoyable, reliable ride experience.
