Why You Need A Dedicated Marketing Person

Jim Luff
Posted on August 10, 2016


In a previous blog, I wrote about Do-It-Yourself marketing. At the time I thought it was a good idea. I realize now I knew just enough to be dangerous but not enough to be helpful. The complexity of today’s online marketing has exceeded my knowledge, and I find myself attending many classes trying to teach this old dog some new tricks. Oh, the tricks I have learned. It’s much like other life lessons. Do not take apart something you can’t put back together. Don’t try to tackle jobs you don’t have the proper tools for. Don’t try to lift something you know you can’t carry. In general, don’t try to perform jobs you aren’t qualified or trained to do.

Who does your marketing? In this business, marketing is a necessity for growth. There is a distinct difference between advertising and marketing.

McDonald’s might be able to lure you in for a Big Mac through a TV commercial or a billboard. You know, the kind you never actually receive in person, but in the advertisement photos they look mouthwatering — even if it's only a Big Mac.

It's unlikely you could lure someone in the same way by simply placing a giant photo of an 8-passenger limo on a billboard. People need to have a reason to charter a limo such as a wedding, a funeral, an anniversary, a quinceanera or retirement. If they don’t have a reason, they will not drop a grand on a limo because you put a billboard up on the side of the road. It's good marketing as people will remember your name, your logo and the big limo billboard, but the sale is not immediate. Repeated exposure of your company name and logo is what builds business in the big picture.

This is why professional marketing is so vital to your success. You have to create a top-of mind awareness that makes people remember you through constant exposure of your name, logo and what services you offer. This can include many forms of media, but the most logical choice for our industry means online exposure.

That could include social media, email blasts, newsletters, pop-up ads and many more options. Because all the options are available, you need a professional marketer organizing your campaigns and deciding where you will place your ads, the frequency they will be shown, and whether they will have a call-to-action button. Someone needs to decide how much you are willing to bid per click to drive traffic to your website. When they click to your website, what will they see on your landing page?

If you are unfamiliar with terms such as landing pages, CPC, analytics, metrics, SEO and keywords, you need to hire someone who is thoroughly familiar. You may be great at serving clients and closing corporate travel planners, but you must have the opportunity to meet with potential new clients to succeed. The TNCs are nipping at your heels every day. You need to be in the face of prospective new clients and existing clients consistently.

This industry has many dedicated marketing consultants. Rather than think of a marketing company being an additional expense, think of a marketing company as an additional source of income. Let’s say you contract a marketing company for $1,500 a month and sales increase $5,000 a month from the marketing campaigns. Did you make money or spend money? We all know the old adage, “You have to spend money to make money.” Now is the time, folks. If you don’t know what Hootsuite or Constant Contact is, you need some help whether you know it or not. Get your marketing game on by finding a marketing professional to help boost your sales.

Related Topics: advertising, client markets, Jim Luff, marketing/promotions, Sales & Marketing, Shop Talk blog, social media marketing

Jim Luff Contributing Editor
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