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