How to Market Plans
for a Limo Service
Creating a marketing plan for a limo service is, in many ways,
similar to creating a marketing plan for any business: you must assess your goals, recognize who
your potential customers are, and reach out to them as effectively as possible.
A limo service is established with the specific goal of luxury transportation
for clients looking to travel in a certain style. By considering the target
market for your business and offering your limo services through effective
advertising, you will be sure to create a business that is both reputable and
profitable.
1. Identify
the target market for your business. If you are locating your business in a
large metropolitan area, there will probably be numerous other limo services in
business. Take the time to focus on the markets that these other services are
not focusing on. For example, read the ads in the phone books to see which market
the other services are targeting. If you notice a number of advertisements that
indicate customers are using limos for weddings, this might mean that the
market for limos at weddings is over-saturated. Consider refocusing your target
market on something else, such as tourism, business/corporate transfers, proms
or airport transfers.
2. Create
advertisements that will draw your target market. Review ads from other
companies to see how an advertisement should be set up, and take the time to
consider which ads appear to be most effective. Look at the ads not only as a
competitor but also as a client in order to see the marketing through the
customer's eyes.
3. Place
your advertisements in local and/or regional phone books and on bridal and
limousine service websites. Additionally, locate any websites that focus on
niche markets, and consider advertising there. If your target market is
tourism, bear in mind that limo services can be popular among tourists. If your
target market is wedding parties, consider advertising in local wedding
magazines and at wedding fairs and shows.
4. Design
and purchase business cards and pamphlets or flyers that advertise
your business. Business cards are useful for offering to other businesses that
might utilize your services, and pamphlets provide a larger space for
explaining the details of your business. These require an upfront cost but can
produce long-term results.
5. Contact
local hotels and provide the information to them about your limo service.
Regardless of what your target market happens to be, limos and hotels go
together. Whether you are marketing to weddings, bachelor/bachelorette parties,
birthday parties, tourism and/or sightseeing, business transfers, or airport
transfers, these customers will probably be utilizing a hotel. By providing
your company name and information to the hotel and by offering reliable
service, you will be creating a reputation that the hotel will be likely to
respect when they are asked to recommend or book a limo for guests.
6. Take
your brochures to bridal shops and tuxedo rental stores. Their clients (bridal
parties and prom attendees) are your potential customers. To entice the store
owners to display your brochures, offer them an incentive, such as several
hours of free limo service or a cash "finder's fee" as a commission
for promoting your business. Ask clients how they heard of your service or
place an identifying number or code on brochures so you can give credit to the
originating store.
7. If
you have the extra advertising money, consider using an advertising agency to
create ads for your business. Graphic artists are trained to create appealing
text, so this can be a great use of funds to market a business effectively.
Article
by: Maria
Working
happily with National Merchant Services
Happy
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