Operations

Prom Market: Trends in Connecting with Students

Posted on February 15, 2013 by - Also by this author

Page 1 of 3

While we may think of proms as the ultimate financial boost each year, the student event market is much broader than simply servicing proms and formals. In fact, the student market is a year-round gold mine of opportunities for the retail limousine niche. In addition to these school sanctioned rite of passage events, there are cotillions, quinceaneras, bar/bat mitzvahs, graduations, communions and, of course, birthdays. All offer opportunities for big money.

Is there more demand for 2013?
It depends on who you ask. Josh Roman, owner of Heaven on Wheels Limousine based in Dallas, believes there is rising demand each year. His 7-year old company operates 14 vehicles and grew to that level in its short 7-year history mostly by providing service to teens. “Every year in business has generated more business each prom season,” Roman says. However, Garfield Bowen, owner of PromGuide.com, says, “Sales will be about the same as 2012 but the demand will vary from city to city and mostly based on culture, a sentiment echoed by Frank Figueroa, President of Pinnacle Limousine Manufacturing. Sales for 2012 mostly have mirrored the sales of 2011, Figueroa says. He expects the sales of new units to be about the same for 2013.

To advertise or not
Whether you decide to advertise to students is based on the market you serve and the competition. At Heaven On Wheels, about 80% of business comes from online search engines, Roman says. He does no advertising geared toward students.

“There is no need to spend money when we rank in the top three search engine results for terms associated with limousines in the Dallas area,” he says. But if you are in a large metropolitan area and the competition is fierce, there are many ways to connect including yearbook advertising, student newspaper advertising and school sports team sponsorship.

Deena Papagni, owner of Touch of Class Limousine in Fresno, Calif., says she does not specifically market or advertise for proms. But Papagni does create packages such as tea parties and special theme birthday packages that allow her to begin developing new clientele at a young age. The veteran operator, in business for 24 years, has seen students grow up to become adult clients using her vehicles for personal use and corporate functions because of the brand loyalty created over the years. If you decide to market to students for prom, the best tool of our modern age is the Internet and no one does it better than PromGuide.com.

The company was founded in 1988 with a magazine. Today, that same magazine is delivered to more than one million students. A basic service provider membership with Prom Guide starts at $250. That includes presence in the print magazine and the important online exposure when a student uses its website to drop in an area code and get a referral. Prom Guide basically does your advertising for you in what Bowen refers to as a “gangster marketing plan,” where no stone is left unturned and every high school student in America is exposed to Prom Guide.

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

More News

Go Riteway Celebrates 60 Years In Bus Business

The Wisconsin company started with just four school buses and now has 1,000 vehicles serving several ground transportation sectors.

Colorado Operator Buys Affiliate To Widen Service Region

eNews Exclusive: B-Line Express in Vail will now cover even more ground in the retail-heavy state.

Why Uber Can't Be Fixed And Must Be Shut Down

Analysis: The TNC's lower costs brought lower prices, with resulting popularity and growth. But its use of noncommercial cars was unlawful from the start.

Empire CLS Featured In Meetings + Events Magazine

The article describes the chauffeured transportation provider's newest additions to its fleet: 56-passenger motorcoaches.

Unique II Brings Its Luxury Service To Florida FBO

The New Jersey company expands its chauffeured experience to  private charter jet clientele at Opa-locka.

See More News

Facebook Comments ()

Comments (0)

Post a Comment

Submit

Blog

See More

LCT Store

LCT Magazine - July 2017 $12.95 COVER STORY: * Why These Titans Work So Hard to Give it Away * *



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