| As a new venture or not, marketing your | | | | luxury vehicles used as airport limo service |
| limousine service company to Los Angeles is | | | | especially in the Los Angeles area (LAX |
| quite competitive. But before you start | | | | airport). But aside from corporate executives |
| paying media placements, the first thing you | | | | or business men/ women, limousines are also |
| should do is to assess your financial | | | | hired for parties and proms, rented for |
| situation and marketing objectives and | | | | special occasions like wedding, corporate/ |
| direction. One wrong move in shelling out | | | | gala events, and even funeral. |
| money for advertising and you end up losing | | | | |
| everything. | | | | All in all, think of your markets |
| | | | demographics (age, gender, employment status, |
| Advertising is not a sure ball. In marketing, | | | | married or not, etc.), geographic (Los |
| you analyze, you conceptualize, you plan, and | | | | Angeles and its nearby counties), |
| you strategize, you slowly create your brand | | | | psychographics (lifestyle, interests). The |
| in the pool of companies that offers | | | | key for your target market is to reach out to |
| limousine services. If you are relatively new | | | | them. |
| in the industry, it is not too late to catch | | | | |
| up. California has lucrative demographics. | | | | How do you reach out and present your company |
| There is always a way to market your | | | | to them? CONCEPTUALIZE your advertising |
| limousine company. | | | | campaign. When it means by advertising |
| | | | campaign it is not just to spend money for |
| Before putting up your advertising (media | | | | TV, radio and print advertisements. This |
| placements), first review the industry you | | | | notion is wrong. If you are planning to |
| belong. Is there a trend in the livery | | | | advertise, make sure that it is in line of |
| industry? If there is, would you want to join | | | | your marketing goals and direction and |
| the bandwagon. Though there is a saying, If | | | | budget. TV and radio placements are big-time |
| you cant beat them, join them, are you | | | | cash-out. For your company, and in the livery |
| financially free to uptrend? | | | | industry, they place media spots in print |
| | | | (newspapers, local newsletters, or |
| Look at your competitor. Review their | | | | specialized publications). Aside from the |
| situation. How do they market themselves? | | | | traditional media (TV, radio, print) , you |
| What forms of advertisements they are into? | | | | can venture to below-the-line efforts |
| Are they communicating to your market | | | | (brochures, flyers, etc.) and the new media |
| directly or do they use women in their ads to | | | | like the internet. |
| attract clients just like other car | | | | |
| advertisements? These questions will give you | | | | After you are done with your creative |
| a brief picture of who are your competitors. | | | | advertising campaign. You can now place them |
| What are there services? Do they have special | | | | on tactical media. The strategy in placing |
| promotions like discounts? When you study | | | | your ads in media is that your advertising |
| your competitor, you will know where to | | | | message is said at the right time, at the |
| position yourself in the market. If majority | | | | right place, to the right people. |
| of the limousine companies promote luxury, | | | | |
| which is always the brand characteristic for | | | | Youll never run out of clients in Los |
| high-class products, let your creativity | | | | Angeles. Why? Los Angeles is the largest city |
| squeeze ideas. Always remember to strengthen | | | | in California and the second most populous |
| your companys weakness and create opportunity | | | | city in the United States. LA is one of the |
| from threats. | | | | worlds center for culture, technology, |
| | | | international trade, and home to renowned |
| After analyzing the livery industry and your | | | | institutions, corporations and Hollywood. And |
| competition, review your business. How many | | | | Los Angeles is a tourist capital. Targeting |
| employees do I have? Are they friendly? Do | | | | the people of LA is not as hard as you might |
| they present the company well in the public? | | | | think, but depending on your preference. LA |
| Do I have the capital for advertising | | | | is a multi-cultural city, too, with |
| expenditures? How many company vehicles do I | | | | Caucasians, African-American, Latino, Asian, |
| have? How about my drivers? Are they full | | | | and in-between-mixed-race statistics. |
| time or part-time? Who are the people I want | | | | |
| to hire my services? | | | | Knowing the people, what they do, what they |
| | | | read, what they watch, what they hear, what |
| To know your target market, the question that | | | | the pass everyday to and from house, youll |
| fits the best: Who are the people I want to | | | | know for yourself how you can capture their |
| hire my services? Typically, limousines are | | | | attention with your advertisements. |