Posted on Feb 15th 2016 under Customer Loyalty
It's one thing to capture a booking. It's quite another to develop a customer for a lifetime, and that is what we want to focus on today: retaining customers and encouraging re-bookings.
Most people don't hire limos on a regular business. They reserve this kind of luxury for very special occasions-weddings, funerals, formal events, etc. So how do you get the same people to book more often? The answer is simple: They have an idea of when they should be calling for a limo. Your job is to remind them that there are plenty of other reasons to ride in style.
We think that the solution here is fourfold: Offer perpetual value, drive practical benefits, showcase opportunities, and engage regularly. Let's have a look at each part individually.
#1-Offer Perpetual Value
Create a way for your clients to lock in rates for specific periods of time. Six months is appealing. Two years practically guarantees that you'll retain them, provided that your rates remain competitive and your services provide a consistent overall experience for the client.
#2-Drive Practical Benefits
There are clear advantages to booking with a limo company as opposed to calling a cab or Uber. Create content that focuses on the benefits of using a more upscale limo service that emphasizes more than just the amenities. Talk up aspects like safety, security, reliability, etc., and be prepared to follow through. The combination of what you say and what you do are a recipe for long-term retention.
This approach works particularly well if your company offers airport shuttles or corporate ground transport. If you want repeat business in these sub-niches, you need to promise and deliver an impressive list of practical benefits. When marketing to corporations, also be sure to drive the comfort angle, in line with the benefits.
People don't generally think about hiring a limo for certain types of occasions or trips until they see one pull up at their destination. You need to put the idea in their heads before they find themselves wondering, "Gee, why didn't I think of that?" Any kind of event that involves alcohol is fair game in this instance. Drive home the idea that eliminating driving from the equation is both responsible and smart (but steer clear of actually mentioning that you expect them to get too loaded to drive).
On a final note, we have had a lot to say thus far about content and how you should approach it, so at the risk of sounding repetitive, here's a friendly reminder: Pople stick with brands they like and trust. Remaining visible and engaging your audience is the element to your retention strategy that binds the entire thing together.
The DriveProfit Advantage
The senior marketing team at DriveProfit has the limo marketing experience and knowledge necessary to help you develop effective limousine marketing programs geared specifically toward the chauffeured ground transportation industry. If you are launching a new limousine 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 Pat at DriveProfit today at 203-426-7780, or email us at firstname.lastname@example.org.