The Fastest Marketing Plan For Limousine, Bus and Car Service Businesses
This is something that every business owner should be doing, but less than 1% actually do! It may seem simple, but it can dramatically improve your business.
The key to effective marketing is creating a:
Every business needs specific plans and goals. Success comes from knowing what you want to achieve and having a detailed plan to achieve it.
I used the words “specific” and “detailed” for a reason: vague plans won’t help you. Just saying, “I want to make more money than I can ever spend,” or “I want to make $10,000 a month” is not a good plan. It doesn’t give you enough to focus on or tell you how to get there.
Be specific. As you read through the marketing techniques in this manual, pick three to start with that work for you. Write them down. Include how much money you want to earn from each idea this week and this month. Create a 3-month plan, then a 6-month plan. Start small and keep adding.
When the first three ideas are in place, add three more. Continue adding until you’re using most of the money-making marketing ideas in this program. (There may be a couple of ideas that just don’t seem right for you—that’s fine. Start with the ones you’re most interested in, and keep building from there).
Always include money goals in your plan. You should try to use net (take-home) income, not gross. Even if you’re used to thinking in terms of gross, net is a better measure of your actual profits. Think of a business owner who does $350,000 in gross—sounds like a lot, right? But at the end of the day, what if he only takes home $35,000? Not so impressive after all.
Make sure you know where you’re starting from. Over 90% of limousine businesses don’t even know how many clients they have each month. Don’t be one of them! You must know how you are currently doing.
Make sure you know the number of new clients you get each month, how much you make from each one, how much each one costs you to acquire, and which marketing strategy they came from.
Here’s an example:
Jack is a limousine business owner who has been in business for two years. (he and the numbers shown below were created for illustration purposes only.) He gets most of his clients from referrals or his ad in the Yellow Pages.
He grosses $25,000 a month. His average ticket is $500
Therefore he gives rides to 50 clients a month.
His net is 20% of gross or $5,000 a month
Jack wants to double his net income in 6 months, triple in 12 months. (We don’t blame him.)
Considering that Jack doesn’t know any of our marketing secrets (like how to charge more for his services), he will have to get twice as many clients to double his business.
Goal: 100 clients a month.
Currently, repeat clients account for 30 a month, “referrals” account for 10 clients a month, while his Yellow Pages ad brings 10 a month.
With the strategies I’m going to show you to improve his booking rate, here is a sample plan for Jack to get 100 clients.
25 from his website
5 from his newsletter
5 from his blog
5 from a joint venture
5 from his 3-step letter
15 from his referral program
5 from networking meetings
5 client reactivation letter
40 from repeat clients
Wow that’s 10more than his goal!
Make a weekly plan, and make it a part of your routine. Schedule a half hour in one day each week to create your plan and check whether you met your goals for the last week. Treat this as an important appointment, and make it a priority to keep it every week. If you just follow this one strategy, your income can double in only 12 months.
Of course, Jack didn’t know any of our secrets to double the profit from all his clients.
If he did both: double his profits from each client, and double the number of clients, he’d quadruple his business in less than 6 months
Your weekly plan should include the following:
1. Goal for total net income.
2. Goal for number of new clients
3. Goal for number of repeat clients
4. Goal for number of referrals.
5. Average net income from each client.
6. The number of prospects you’ll have to generate to reach your goal.
7. A detailed plan to generate the number of prospects you need.
You don’t need to print out your plan or write it in any special format. You can simply
write it on plain paper, if you want. What matters is making a plan for every week and keeping track of your progress.