Operations

How To Define And Deploy Sales & Marketing

Jim Luff
Posted on November 1, 2017

An ongoing marketing campaign is vital to your business. Like exercise, it should be a regular pursuit integral to your operations.

How Advertising Works

Consumer-based (B2C) advertising is used to drive immediate sales through a focused campaign. It’s not, however, considered an effective method for building business in the ground transportation industry. Consumer advertising is designed to drive “impulse sales.” This means you see it and you want it.

For example, if you are hungry and you drive past a billboard featuring a Chick-fil-A chicken sandwich, you might be inclined to go and buy one simply because of the billboard. If the billboard says they are half price for a limited time, you might be further inclined to seek out your nearest Chick-fil-A. The same cannot be said for a chartering a bus or a limousine. Even if you have a half-price sale, it probably wouldn’t cause someone to book without a practical reason. We do not have an impulse buy product.

How Marketing Works

Marketing is the act of putting your business name and/or logo in front of people over and over until it’s ingrained in their heads. Think of a company like Enterprise Rent-A-Car. You will find its name on dasher boards around a hockey rink or on signs at baseball stadiums. It’s not every day you need a rental car, so the marketing campaign is designed to make you think of Enterprise when you need a rental car. Whether your car breaks down or you just want a larger vehicle for a road trip, the intent is you would think of Enterprise first and call them to get a rental car.

As this sample of industry logos shows, consistently keeping your brand out front will prompt potential clients to call you when they need a specific service.
As this sample of industry logos shows, consistently keeping your brand out front will prompt potential clients to call you when they need a specific service.
Ongoing Marketing

You may believe your company is so well established in your community you no longer need to market. If this was true, you would not see Budweiser paying $5 million for a 30-second Super Bowl commercial. Did you know Bud Light is the most popular selling beer in America? Sales are almost double the closest competitor, Coors Light. Ongoing marketing, even when you are the king of your industry, is simply smart business. Big companies such as Target, Chevron, and McDonald’s all engage in continued marketing. As you read those three names, you probably visualized the red target symbol, the red-white-blue Chevron sign, and the golden arches. That’s what marketing is all about. Make your logo a community icon.

Combining the Two

If you want to combine the two, you can add a tag to your marketing images that says, “Mention this ad to receive 10% off your next ride,” and track how your marketing campaign is working. When people mention your ad when booking a job, you know your campaign is succeeding. When people need chauffeured ground transportation, your name should be top of mind. If not, it should appear during an Internet search. When people read your name or see your logo in the search results, they should immediately recognize it and think of your company as one they feel confident doing

The Logic Behind Logos

Your logo should be used on all marketing efforts. This includes promotional items you give away. A great idea for marketing is a calendar given out as gifts during the holiday season. Your logo should appear on every picture of every month. Logoed apparel is always a great way to market. Stress balls in the shape of a limo or bus with your logo, post-It notes, refrigerator magnets, fidget spinners, ink pens, and other inexpensive give-away items such as baseball hats are a solid way to ensure your logo is seen in your community.

Who You Are

Your logo should clearly identify who you are and what you do. It should contain unique colors that readily identify your company. The McDonald’s golden arches will only be seen in Pantone 123. The color is established by the Pantone Matching System (PMS) which categorizes colors. The red background behind the logo is known as PMS 485. You will never see an official version of the logo without these exact colors. Likewise, the sample above from The Limousine Scene in Bakersfield, Calif., my former company, uses PMS 3272 for the stylized word, “Scene.”

Great Ideas provides a broad range of information focused on new ideas and approaches in management, human resources, customer service, marketing, networking and technology. Have something to share or would like covered? You can reach LCT contributing editor and California operator Jim Luff.

Related Topics: advertising, Branding, innovative marketing, marketing/promotions, Sales & Marketing

Jim Luff Contributing Editor
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