Let’s face it: For the most part, limousine services are a "very nice to have", but not a necessity. No one needs a chauffeured ride, and with more and more people opting for lower-cost or "more convenient" apps, it is becoming exponentially harder to attract business.
The thing is, though, that plenty of companies are attracting business and even have a loyal following. So what is it, exactly, that successful companies are doing that those who perpetually struggle to stay ahead aren’t? We think it narrows down to three things:
For many decades, there were standard marketing practices that kept limousine companies afloat. These included good print advertising, yellow-page listings, good public exposure via wedding shows, prom expos, etc., and cooperative strategic relationships with companies in related industries like wedding planners, funeral homes, event venues, and so on.
So what do all of these industries have in common in 2015? The common thread is that they are all online. Even traditional businesses maintain a solid online presence these days if they want to stand a chance of maintaining their market share.
The answer to leveraging those relationships in a virtual world lies in maintaining a proper level of online interaction with your partners. How easy is it to visit your partners’ pages and simply leave a quick, "Can’t wait to see you and all our friends at Bridal Expo" message on their timeline to let people know you’ll be at the show? How about retweeting, replying, or @mentioning their posts on Twitter? All of these things increase your exposure, and make your brand easier to recognize.
Your marketing efforts need to gravitate toward where you do the most business. Think about it: If 70 percent of your business comes from airport runs and only 30 percent comes from weddings, which of those services should you be emphasizing in your marketing? Your wedding vehicles may look incredible, but if it’s not what the customer needs at that moment, it won’t matter. Oftentimes a picture of a friendly driver in an average-looking vehicle will go much further in warming people up to your service than a picture of a pretty car.
And where are they? They’re online, yes, but they’re also at the trade shows and talking with their wedding planners, travel agents, party planners, and funeral directors, too. So how do you capture that audience? The highly successful companies do it by merging print ad media with their online channels. Begin by creating business cards, brochures, and fliers that include not only your website or Facebook URLs but, ideally, a QR code that can be scanned from the customer’s phone and take them directly to an appropriate landing page. It helps to also have a clear call to action on all your print ad media.
These are three key areas where the big players are focusing their attention. If you follow their lead, we think you’ll notice a significant increase in the effectiveness of your marketing efforts.
The DriveProfit Advantage
The senior marketing team at DriveProfit has the marketing experience and knowledge necessary to help you develop effective marketing programs geared specifically toward the limo industry. If you are launching a new marketing campaign, or are not satisfied with the results you are getting from your current efforts, our team is here to help. To learn more, please contact our marketing team at DriveProfit today at 203-426-7780, or email us at email@example.com.
Posted on Nov 10 2015
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