Los Angeles Hotels Blog

May 13, 2010

Advertising Your New Limousine Service Company In Los Angeles

As a new venture or not, marketing your limousine service company to Los Angeles is quite competitive. But before you start paying media placements, the first thing you should do is to assess your financial situation and marketing objectives and direction. One wrong move in shelling out money for advertising and you end up losing everything.

Advertising is not a sure ball. In marketing, you analyze, you conceptualize, you plan, and you strategize, you slowly create your brand in the pool of companies that offers limousine services. If you are relatively new in the industry, it is not too late to catch up. California has lucrative demographics. There is always a way to market your limousine company.

Before putting up your advertising (media placements), first review the industry you belong. Is there a trend in the livery industry? If there is, would you want to join the bandwagon. Though there is a saying, “If you can’t beat them, join them,” are you financially free to uptrend?

Look at your competitor. Review their situation. How do they market themselves? What forms of advertisements they are into? Are they communicating to your market directly or do they use women in their ads to attract clients just like other car advertisements? These questions will give you a brief picture of who are your competitors. What are there services? Do they have special promotions like discounts? When you study your competitor, you will know where to position yourself in the market. If majority of the limousine companies promote luxury, which is always the brand characteristic for high-class products, let your creativity squeeze ideas. Always remember to strengthen your company’s weakness and create opportunity from threats.

After analyzing the livery industry and your competition, review your business. How many employees do I have? Are they friendly? Do they present the company well in the public? Do I have the capital for advertising expenditures? How many company vehicles do I have? How about my drivers? Are they full time or part-time? Who are the people I want to hire my services?

To know your target market, the question that fits the best: Who are the people I want to hire my services? Typically, limousines are luxury vehicles used as airport limo service especially in the Los Angeles area (LAX airport). But aside from corporate executives or business men/ women, limousines are also hired for parties and proms, rented for special occasions like wedding, corporate/ gala events, and even funeral.

All in all, think of your market’s demographics (age, gender, employment status, married or not, etc.), geographic (Los Angeles and its nearby counties), psychographics (lifestyle, interests). The key for your target market is to reach out to them.

How do you reach out and present your company to them? CONCEPTUALIZE your advertising campaign. When it means by advertising campaign it is not just to spend money for TV, radio and print advertisements. This notion is wrong. If you are planning to advertise, make sure that it is in line of your marketing goals and direction – and budget. TV and radio placements are big-time cash-out. For your company, and in the livery industry, they place media spots in print (newspapers, local newsletters, or specialized publications). Aside from the traditional media (TV, radio, print) , you can venture to below-the-line efforts (brochures, flyers, etc.) and the new media like the internet.

After you are done with your creative advertising campaign. You can now place them on tactical media. The strategy in placing your ads in media is that your advertising message is said at the right time, at the right place, to the right people.

You’ll never run out of clients in Los Angeles. Why? Los Angeles is the largest city in California and the second most populous city in the United States. LA is one of the world’s center for culture, technology, international trade, and home to renowned institutions, corporations and Hollywood. And Los Angeles is a tourist capital. Targeting the people of LA is not as hard as you might think, but depending on your preference. LA is a multi-cultural city, too, with Caucasians, African-American, Latino, Asian, and in-between-mixed-race statistics.

Knowing the people, what they do, what they read, what they watch, what they hear, what the pass everyday to and from house, you’ll know for yourself how you can capture their attention with your advertisements.

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