LIMO MARKETING:
On The Roll Again.

By Michael Fleming

The US economy is starting to roll again. Over the past two years, it has slowed to a crawl like a stretch Limo bumper-to-bumper in heavy rush hour traffic. But look out Willie. We're on the roll again, rolling down the economic highway with eyes on tomorrow. Yes, consumer and corporate optimism has moved to the forefront again. That's good news for travel and transportation related Industries. It is also good news for the 10,000 plus limousine livery companies across the country that have been singing: "Where have all the meetings gone?" Smart Limo companies are ready to roll with a rebounding economy.

Why not? Detroit is all "bulled up" on a 2004 economic recovery, leading the Big Three automakers to forecast higher sales and improved pricing.

Why not? Good economic news started circulating at the start of 2004. Expectations of a resurgent consumer sector are tempered only slightly by the knowledge that business investment is driving growth at the moment. No matter why ... we're on the roll again. What does this mean to forward thinking Limo companies? It's time to take a fresh look at the market opportunities and seek out alternative marketing strategies. In the recent past, an ability to tap into lucrative Monday-Friday corporate work was often what took companies to the next level But what happens when those wells of business travelers begin to dry up? If the "big boys" are struggling to keep their high rolling corporate accounts active, what chance does a smaller operator have? There is no denying that the recession and then 9/11's impact on air travel have caused "shrinkage" in the profitable corporate market. Business executives are traveling less and video/telephone conferencing are now being used in many cases, replacing traditional business trips. It's obvious that this portion of the traditional Limo market has dried up and it may be slow to return.

Limo And Livery Marketing For 2004

With business travel down due to layoffs and less overall spending, it is time for professional livery companies to think about every type of customer activity that can apply to a professional limo livery service. It pays to think creatively about new ways and packages to promote livery services. Leading limo companies have recently been promoting new packages for group recreation and events; family events such as anniversaries, graduations, proms, rides home from the hospital with a new baby; medical transfers; elderly group excursions; and church outings. The smart focus is on keeping the vehicle fleet rolling instead of catering to one major market segment and hoping. Today, success is about adapting to change, diversity and niche marketing methodologies.

In an uncertain economy, there are no easy answers and no guarantees but there are plenty of limo companies that are surviving, even thriving in spite of the weakened market. Most livery companies have diversified their vehicle fleet to include vans, sedans and SUVs. Now it's time to think outside the box, fine tune the consumer message and market aggressively. While there is no single solution to the limo and livery industry's problems, operators across the country have demonstrated that the plenty of work exists, if you're willing to do what it takes to get it.

Recent studies indicate that 85% percent of consumers use search engines and directories to locate a particular service or product and 86% are searching with an intention to buy a desired product or service. Internet statistics have also proven that individual searchers most often use localized search parameters when searching for services. Listen to the sound of opportunity knocking loud and local.

Rolling With Internet Opportunities

Image building is important in the limousine and livery industry. No question about that, but an effective website must offer more than a good looking web presence. The power of the Internet is in search engine ranking and access. No doubt about that either. It's a powerful process that makes a business available to the Internet public and it makes the Internet public available to businesses. It requires new marketing tools like a website and search engine optimization, but the immediate results are worth the adjustment. After all, the cost-for-results percentage is much lower that any other promotion media or medium. It's a direct, immediate media technology that can affect a company's bottom line fast. To achieve real and measurable results, it is important to hire a professional firm to design a website for your company. Navigation and information flow are important. A Limo company's website should not only be pleasing and informative to the consumer, it should also be search engine friendly.

A Professional Limo Website Environment

Like the inside of a fine limousine, a website is an environment that should deliver comfort, good feelings and convenience. A successful website must also instantly deliver for the search-based visitor. Professional website design can make certain that a website environment is right for every targeted market segment. The Atlanta, GA based www.greeneclassiclimousine.com offers a good example of a new website that offers an appealing and effective website environment for potential Limo and livery customers. This progressive Atlanta Limo livery company won the award for
"Best Limousine Service in America - 2003"
-- Limousine & Chauffeured Transportation Magazine.

Search Engine Limo Web Strategies

All of the prospects a livery company will ever need are close to home. Where are they when business is slow and you need them most? A very large percentage of potential limo prospects are using Internet search engines to locate what they want and need on a regular basis. Once again, professional help is essential to get a business website indexed and ranked high for key target search phrases. The Internet search engines are at work 24/7 but require a limited budget. Additional information on search engine optimization and Internet marketing is available at:

LCT Show - NLA Educational Seminars
Mandalay Bay Resort and Casino
Las Vegas
Feb 22-24

More than 2,000 limousine and livery companies will be attending the show and seeking answers to help get their limo companies on the move in the 2004 economy.

Community Based Marketing Niche

Today, it's important for limo companies to think community. The Internet operates in community segments defined by interests and sometimes by location In every community, there are population segments that can benefit from the convenience and security of private, group transportation. A successful livery company, large or small, will package their limo services for all viable niche prospect groups and promote the packages to local Internet audiences. Everyday of the year, members of each community are searching for services related to special events, group travel and safe, comfortable rides for special occasions. It is important for web pages to be ranked high for key marketing search phrases and for the website environment to be prepared to receive the well-targeted prospects.

There is no better way to keep rolling in today's economy.

NEW PRODUCT NOTE: a new roll-on pain relief product targeted for the workplace hit the Internet marketplace in February. Watch for the new product introduction article in March. Check the product out at: www.rollonrelief.com

Review workplace information: Employer Packages

Review testimonials: CPR Roll-on testimonials