There
are two ways for your limousine business to go. Up or down. There is no status
quo. Always be selling. Always be looking for new ways to expand your business.
Here are some ideas….
1.
Affiliates.
Find companies that are selling to the markets you want to gain access to and
offer to work with them. Pay finder’s fees/commissions for new accounts or
offer reciprocal leads. Who sells to bridal shops? Florists. Dress makers, etc.
2.
Get
specific. Pick some tight market niches that match your fleet and desires for
new business and go after them with a vengeance. Learn their businesses. Invest
some time to understand what is important to them. Then use that in your
advertising.
3.
Join
industry trade groups. Again, where are your bridal shops spending their time?
How can you reach them?
4.
Target
your advertising. Specifically to your market niches. Instead of shotgun
approaches, be specific and talk their language. What is important to them? Is
it your new cars or the fact that your chauffeurs are specially trained for
weddings, help as ushers and specially outfit the cars with extras? Again, what
really matters to your targets?
5.
Be
consistent. Advertising your limo business is better if you pick a smaller
market and get in front of them constantly. With bridal shops and funeral
homes, their clientele is constantly coming through the door. So getting them
familiar with your business and showing you are there for the long haul can be
important.
6.
Call
to action. If you are advertising, make sure that you include a strong reason
to act now. Offer something that is important to your target. The bridal party
might care about a free hour. A bridal shop might care that you guarantee on
time performance and a free bouquet of flowers for the bride.
7.
Use
the web – like a laser. Focus your efforts on your targets. Consider micro web
sites or pages in your own site with content and info, offers and a call to
action specific to your market niche. Micro sites with URL’s targeting your
markets can be effective too. A general web site means that they get lost
looking at all the “we do it all” advertising.
8.
If
you pay for PPC, then make sure you target exact keyword phrases that match
your markets. Don’t use “Limousine” if you are after “Wedding Limo Orange
County.” You have limited resources to go right after your targets and leave
the rest. The web is inundated with limo companies trying to get every piece of
business they can. Instead of fighting the crowds, be the one that stands out
to who you are after.
9.
Consider
telemarketing. You can spend a couple hours a day, a few days a week and touch
a lot of bridal shops or whatever. Introduce yourself and your services. Direct
them to that special targeted micro web site you set up and ask them for
permission to email them a special offer and a marketing kit. You would be
surprised how effective that is and you will see hits on your website if you
installed Google analytics or something similar. Calls are cheap, do not take
much time, and can be very effective. Then email out your stuff (PDF) and
include a call to action.
With
a highly competitive industry fighting for every opportunity to get another
“butt in a seat” it is better to pick your battles and dominate.
Article
by: Maria
Working
happily with National Merchant Services
Happy
Processing!!!
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