Operations

Personalized Mailings Attract Attention

Posted on April 1, 2006 by LCT Staff - Also by this author

When Linus Bruno opened A Bee Limousine in Cincinnati five years ago, he knew from experience that sending out direct-mailings was the most cost-efficient way to get the word out about his services. As an entrepreneur of many trades — wine store owner, plastic packaging salesman, car wash and detail shop owner — Bruno didn’t want his company’s literature simply thrown into an envelope and sent bulk mail, which the majority of small businesses do today. He wanted to personalize the mailings by addressing them to individuals.

Says Bruno, “We send it to the right people — the decision-makers. We personalize it because we want to prompt them to pick up the phone and call us. My goal with direct mail is to get that initial contact.”

And considering that Bruno says this year he has received more future bookings than ever before, his personalized marketing efforts are definitely paying off.

The company’s bridal postcard (weddings compromise about 70% of A Bee’s business) is designed to look like a framed photo featuring a bride and vintage vehicle with the tag line, “Make your wedding day picture perfect.” The mailer’s soft, feminine look is eye-catching for any bride-to-be. The postcard is mailed to leads generated through bridal Web sites and it is also distributed at bridal expos. As an aside, Bruno recently invited nine bridal consultants to ride around in A Bee’s limousines to visit various vendors, such as florists and tuxedo stores, and to spread the word about his company. At each stop, A Bee’s bridal postcards were dropped off for customers to take. “It’s very important to develop these types of business relationships for referrals,” says Bruno.

Since A Bee’s first vehicle was a 175-inch Lincoln Navigator, and Bruno’s friend owns a tuxedo store, his business naturally progressed into catering to the wedding and prom markets. But Bruno soon realized he needed another type of vehicle to offset the cost of running his company during the week so he purchased a sedan to attract corporate work. He knew soft and feminine wouldn’t fly with these prospective clients, so he hired a marketing company to help develop a concept. They chose the colors red, black and white, which were Bruno’s former high school colors. “Combined, the colors offer a crisp and clean eye-catching look,” he says.

The front of the corporate-themed mailers contain clever phrases such as “We Encourage The Use Of Remote Airport Parking” and “After An Exhausting Day And A Cramped Flight Home What A Treat To Remember Your Car Is Parked In Remote Lot Q, Row TT, Space 241. And Will Cost You 80 Bucks.” The company’s bold “STOP TRAFFIC” postcard, which was mailed to corporate clients on a list that Bruno obtained, also doubles as a thank you card. All of A Bee’s chauffeurs are responsible for mailing these to each of their customers thanking them for letting him be part of their celebration.

“We are in the customer-service business first,” says Bruno, “and we provide a safe, reliable environment for our customers.”

What’s In A Name? With its eye-catching colors and clever phrases, A Bee Limousine received this year’s Marketing Award for Best Direct-Mail Pieces. When asked about his company’s unusual name, owner Linus Bruno says although he previously owned Bee Clean Car Wash, the idea behind A Bee Limousine was a play on words referring to the B-Line Express. It gets you from point A to point B quickly and safely, he says. Unfortunately for Bruno, “some potential clients think it’s the letters AB so they have a hard time finding us in the Yellow Pages or on the Internet,” he adds.

View comments or post a comment on this story. (0 Comments)

More News

Windy City Limousine & Bus Wins "Best Of" Award

The company's diverse fleet and years of experience have earned it many achievements.

Fugitaboutit! Operators Deal With NYC Traffic Woes

Weather and mass transit delays always create additional problems, but 50,000 TNC vehicles ratchet up congestion.

Arkansas Operation Recognized As Small Business of the Year

Pinnacle Car Services, Inc. recieved the accolade from the Greater Bentonville Bella Vista Chamber of Commerce.

How To Make Your Buses Comply With The Latest Rules

eNews Exclusive: Joe Guinn guides operators on the best ways to prepare for the large leap from sedans and SUVs to buses and motorcoaches.

What Is The Future Of The New Luxury Traveler?

There is a growing demand for more human connectedness and meaningful experiences for both adults and children.

See More News

Facebook Comments ()

Comments (0)

Post a Comment

Submit

Blog

See More

LCT Store

LCT Magazine - May 2017 $12.95 Post International LCT Show Issue COVER STORY: * Best Operators of 2017: Their Winning Secrets Revealed * *
LCT Magazine - April 2017 $12.95 F&I / SPECIAL EVENTS ISSUE COVER STORY: * Don't Panic: Confronting Worst Fears - Fleet Risks * *



Connect

Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment

TruckingInfo.com

THE COMMERCIAL TRUCK INDUSTRY’S MOST IN-DEPTH INFORMATION SOURCE

Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close