Remember six months ago, when the only people who rode electric scooters were either hipsters or eight year olds? Well those good ‘ole days appear to be long gone as Lyft has decided to enter the increasingly crowded electric scooter market.
In the last few weeks, Lyft launched electric scooter pilot programs in Denver and Santa Montica. The scooters cost $1 to unlock and 15 cents per minute to ride. This pricing structure is very similar to Bird and Lime, the two biggest names in electric scooters. Also, Lyft’s scooters appear to be made by the same company that makes scooters for Bird… So how does Lyft plan to differentiate themselves from their already well-established competitors?
The answer to this question is unclear. However, if I were Lyft’s CMO, I would leverage the company’s robust social media and digital marketing presence to outfox the competition. Lyft boasts far more social media followers than Bird and Lime and the company can use this advantage to pull scooter users away from these competitors.