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Even in the smallest of cities served by transportation companies, business can be found in group transportation. Whether it is a family reunion, high school reunion, homecoming game, wedding or funeral, all of these events happen in small towns and large cities alike. Whether you run a single luxury sedan or a fleet of charter buses, there is a place for you in the group transportation market. Knowing what the clients might be looking for will help you market your company to the people needing group transportation while visiting your city.
Defining a group
The word “group” may conjure up an image of 50 people getting off an airplane and needing a ride all at once. While that might be good for a charter bus company, it wouldn’t be beneficial to the one-car sedan operator. However, in our business, a group is defined as people coming together for a specific purpose within your community, likely arriving one or two at a time and needing transportation to a specific hotel or venue.
A group can be a total of five executives all coming from a different city to attend a business meeting. When they arrive one at a time, it can provide a single car operator with as many as 20 individual rides over a few days. This includes to and from the airport, from the hotel to the meeting venue, and back to the hotel at the end of the business day. It may include going out to dinner or clubbing while staying in your city. Groups can be very lucrative business by the sheer volume of work they produce. The larger the event, the more rides needed.
If you plan to market to groups, you must be prepared to handle the work. Don’t bite off more than you can chew by misrepresenting yourself with a marketing slogan that emphasizes being able to handle hundreds of rides. Develop a network of farm-out affiliates before you begin marketing. Create a list of every affiliate you can use along with a list of all of their equipment, colors and passenger capacities. Make sure you have payment arrangements and rates agreed upon in advance. Don’t place yourself in a poor bargaining position by desperately needing an affiliate and having to negotiate for their services once you have landed a job that requires help.