As a new business or not, marketing your Los Angeles limo service business is quite competitive. But before you start paying for media placements, the first thing you need to do is assess your financial situation and marketing goals and direction. One misstep by spending money on advertising and you end up losing everything.
Advertising is not a safe ball. In marketing, you analyze, conceptualize, plan and strategize, slowly create your brand in the group of companies that offer limousine services. If you’re relatively new to the industry, it’s not too late to get up to speed. California has a lucrative demographic. There is always a way to market your limo business.
Before placing your advertising (media placements), first check the industry you belong to. Is there a trend in the livery industry? If so, would you like to join the bandwagon? Although there is a saying, “If you can’t beat them, join them”, are you financially free to have an uptrend?
Look at your competitor. Check out his situation. How are they marketed? What forms of advertising interest them? Are they communicating directly with their market or are they using women in their ads to attract customers like other car ads? These questions will give you a brief picture of who your competitors are. What services are there? Do you have special promotions like discounts? When you study your competitor, you will know where to position yourself in the market. If most limousine companies promote luxury, which is always the hallmark of high-class products, let your creativity run wild. Always remember to strengthen your company’s weakness and create opportunities out of threats.
After analyzing the livery industry and your competition, take a look at your business. How many employees do I have? Are they friendly? Do they present the company well in public? Do I have the capital for advertising expenses? How many company vehicles do I have? What about my drivers? Are they full time or part time? Who are the people I want to hire my services?
To know your target market, the question that best fits: Who are the people I want to hire my services from? Limousines are generally luxury vehicles used as airport limousine service, especially in the Los Angeles area (LAX airport). But apart from corporate executives or business men and women, limousines are also rented for parties and graduations, they are rented for special occasions like weddings, corporate or gala events and even funerals.
All in all, think about your market demographics (age, gender, employment status, married or not, etc.), geographic (Los Angeles and surrounding counties), psychographics (lifestyle, interests). The key to your target market is to reach them.
How do you approach and present your company to them? CONCEPTUALIZE your advertising campaign. When it comes to advertising campaigns, it’s not just about spending money on TV, radio, and print ads. This notion is wrong. If you plan to advertise, make sure it is in line with your marketing goals and direction, and your budget. TV and radio locations are great cash outs. For their company, and in the livery sector, they place spots in print media (newspapers, local bulletins or specialized publications). In addition to traditional media (TV, radio, print), you can venture into below-the-line efforts (brochures, flyers, etc.) and new media like the Internet.
After you are done with your creative ad campaign. You can now place them in tactical media. The strategy when placing your ads in the media is that your advertising message is said at the right time, in the right place, to the right people.
You will never run out of clients in Los Angeles. Why? Los Angeles is the largest city in California and the second most populous city in the United States. LA is one of the world’s centers of culture, technology, international trade, and home to renowned institutions, corporations, and Hollywood. And Los Angeles is a tourist capital. Targeting the people of Los Angeles is not as difficult as you might think, but it depends on your preference. Los Angeles is also a multicultural city, with statistics of Caucasians, African-Americans, Latinos, Asians, and mixed-race.
Knowing people, what they do, what they read, what they see, what they listen to, what they spend every day to and from your home, you will know for yourself how you can capture their attention with your ads.