Operations

The Young Consumer

John Kilroy, LCT Editor
Posted on June 1, 1983

As we got to press with this, our third issue, the time of the season for limousine services is proms and weddings. The month of May was punctuated by those nights when area high schools would hold their senior proms and the kids would sacrifice their savings accounts for a night of grandeur, complete with limousine. June is traditionally the month of weddings, and limousines are becoming as much of a necessary part of the wedding day, in some areas, as champagne fountains.

Both events may shimmer forever in a person’s memory as one of those rare moments in one’s life when the promise of life was kept and the world worked as perfectly as they suspected it could. A centerpiece to these events in a young person’s life may very well be the ride in the limousine. In many ways, the limousine serves as the magic coach to add that special, fairy tale touch.

What a way to build a future market!

There is still much growing that can be accomplished in terms of the relationship of limousines to the typical consumer. A common comment heard by limousine services from people who have always been somewhat awestruck by limousines is that they were surprised to find they were affordable, in the context of a special event in their lives. In other words, if they were going to dine on their anniversary at that expensive French restaurant they had always heard so much about, then why not make the evening perfect with a chauffeured limousine?

But with the use of limousines for proms and weddings, many of the younger set will have already used a chauffeured limousine by the time they reach 25.

It is an exciting phenomenon that almost guarantees a healthy growth rate for the industry, as long as these young consumers are not taken for granted and their first experience with a limousine ride is one that merits a fond memory.

Related Topics: proms, weddings, youth marketing

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