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ALLEN TOGWELL’S MARKETING PLACE |
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DaC ‘Rear Window’ decals are
now available at Roman way...
Whilst on the subject, there have been a lot of words in Call Sign of late about winning back the work - most of it centred on the abolition or reduction of various charges. Yet nobody, not even Paul Dacosta (L68) who wrote saying the charges should not be touched and with which I totally agree, has mentioned a word about what our members should be doing to win back that work. For example, in 2008 we took delivery of 1000 sets of cash telephone number door ads for the purpose of generating more business, yet to date just 31 drivers out of our entire fleet have bothered to have them fitted. Millions of pounds are spent each year on advertising everything from cars to toilet paper, be it on TV, the press, billboards or through your door. WHY? Because experts say advertising sells products. But not, it seems, our members including Stephen Field (F68) who feels that what sells products is a Board of Management with more passion. Personally, I find that comment to be not only offensive, but also showing total ignorance of how this Society is run. During my time on the Board, I’ve willingly worked hundreds of hours for this Society without pay, including standing in the freezing rain marshalling - before it became a paid job- until midnight having started at 7am that morning. I would give out envelopes containing lucrative trips to 60+ drivers, only to be verbally abused by those who had been given lesser valued trips than others. Over the years I alone, or with the aid of marketing companies, have devised numerous methods of generating new business involving DaC members with prizes for the most industrious, only for the projects to fail dismally because of apathy and a total lack of interest. I’m often asked why do I do it? I do it, as does our Chairman and my colleagues on the Board, because we have an impelling desire to make this Society a success. Imagine how successful we could be if all our members had a similar attitude? GTI research claims that advertising on just one London taxi for a year is seen by over 40 million people. It’s called transit advertising; multiply that number by 2000+ carrying the Dial-a-Cab telephone number on both sides of their cab and that’s an awful lot of exposure - and it wouldn’t cost the Society a penny. Cutting charges doesn’t work and I speak from experience. During the infamous ‘Black Monday’ recession of the late 80s, we were forced into a price war with our two main competitors. Charges and costs were cut to the bone and the only winners were the major clients. A typical example is our gratuity, which was 12½%. It was cut to 10% and has been that figure ever since. What we need is to attract smaller clients but in greater numbers. They are more lucrative and if you lose one, it has no adverse effect. And to win that work - and not just in the city but all over London - it needs maximum exposure. And to make that happen, it needs ALL of you to play your part. |
 The Joy of Reading During the course of Chairing complaints meetings, there have been instances where a complainant has violated a procedure rule that our Compliance officer, Allan Evans, has repeatedly explained in Call Sign. To which the complainants in their defence foolishly claim they do not read. I say foolish because such an admittance, rather than being accepted as an excuse, is regarded as being totally irresponsible and has made complainant’s misdemeanours even worse. The reason being that Call Sign is more than just a magazine to give you pleasurable moments in its’ reading matter, it is the Board’s primary means of communication with members. Thereby making it your responsibility to read the articles - especially by the Chairman, Keith Cain and Allan Evans - because in addition to important issues concerning the members and the Society, there could be a change of procedures that, if not followed, could well result in a member being put on complaint. What surprises me when I hear complainants say that don’t read Call Sign, is when they add that they don’t read anything - newspapers, magazines or books etc. Which makes one wonder how anybody can get through life not knowing what’s going on, not just around the world, but more importantly in London! When asked this question, the usual response is they have no time. Which again is a rather weak excuse when one considers the amount of downtime involved sitting on slow moving ranks or waiting for clients, when having something to read would help to break the boredom. With this in mind I decided to undertake a little survey. I asked the first twenty-five DaC drivers I came in contact with what their interest was in reading matter. Fifteen said they regularly bought a daily newspaper. Eighteen made a concerted effort to pick up a free Evening Standard. All twenty-five regularly bought a Sunday paper. Ten did not always buy a daily paper but read the freebee Metro or a trade paper. Every driver said they leave a copy of Call Sign in their cab to browse when the opportunity arose. And finally, just three had any interest in reading books, which was a surprise as it’s generally accepted that it’s only amongst the young where there is little interest in reading. It is said that happy is the person who has acquired the habit of reading. With a book at hand they need never feel lonely or bored. As a lad I cannot remember ever being bored. When I wasn’t enjoying myself with my mates or busy drawing, I was reading. I remember having a fascination for Western novels by Zane Grey, a writer who died in 1939 but during whose life wrote over a 100 novels about the Wild West. We had no TV in our house and very |
little money, so I would read the
same books over and over again. The school I went to, like many particularly in London, was bombed during the war. We had a shortage of teachers, the facilities were very poor yet records show the vast majority of pupils who left school during that period aged 15 to start work, were more proficient in the three Rs than those leaving school today. In fact, considering the facilities in modern day schools, it’s hard to believe that nearly 50% of teenagers left school last year unable to read, write and add up to a standard expected by employers. Many had the educational skills of a 10 year old. Which is worrying, because if children can’t read they will have no chance of real employment and no chance of bettering themselves. It’s no coincidence that our prisons are full of people who cannot read. How many could have avoided that fate had their parents tought them at a young age the joys and benefits in reading books? I remember during the early 60s listening to the wireless and hearing David Kossoff, a Jewish actor and clever story teller as many Jewish people are, narrating wonderful stories, many of which he had written himself and that were so enjoyable, it encouraged you to read. Mentioning David Kossoff reminds me of when I was in the fashion trade, which at the time was predominantly Jewish. I had for several years a partner who was a Frummer (Orthodox Jew) which included the ringlets, wide rimmed hat and the prayer vest with the tzitzyots (tassles) hanging outside his trousers and like David Kossoff, he was a great story teller and used to keep me enthralled with stories that were fascinating and at times absolutely hilarious! It was his stories that prompted me to read Philip Roth’s Portnoy’s Complaint and Gail Parent’s Sheila Levine is Dead living in New York, the first of many books I’ve read by Jewish writers over the past 40 years. As an aside, every American and English novelist I’ve read who’ve had their characters using taxis whilst in London, have all portrayed them in a positive way. One American author was so complimentary about London’s cabs, I sent him an email saying how much I enjoyed his books and as a London cab driver how I appreciated his portrayal of London’s taxis. He replied saying that when he is in London, his only means of transport is using London’s Black cabs because his tight schedules meant getting to places on time and only London’s taxi drivers renowned knowledge could guarantee that. He said no way would he use gypsy cabs (minicabs) and have the trouble he has in the USA where they don’t have a clue where they are going and you can’t direct them because they "don’t speak a dam word of English!" Which is encouraging to hear because lest we forget, no matter how big a minicab company might be, they are still minicabs, gypsies, pirates or whatever title they are given and will always be tarred with by the same brush, no matter where they operate. And we should always capitalise on that fact...
Allen Togwell |
