BAD PUBLICITY: This time of year brings the usual media spate of stories about prom kids and bridal parties abandoned by their chauffeurs. It's something the industry needs to be aware of and counteract with PR efforts of its own, given that such stories, taken together, can create general false impressions about the limo industry. Operators advertising their prom/wedding/party transportation can help by emphasizing and promoting their licensed, quality, reliable services. Joining the National Limousine Association and local associations boosts collective effort in pushing authorities to put illegal operators off the streets. One aggressive approach that would serve the better interests of the limousine industry is to connect "abandoned clients" with "cheapest rates" in a clever form of advertising. That would not only boost the image of quality limousine operators, but help preserve pricing integrity. Cheapest vary rarely equals the best. -- Martin Romjue, LCT editor
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