Question

Topic: Advertising/PR

How Would You Reach My Target Market (luxury Car)?

Posted by Anonymous on 11/26/2010 at 7:14 AM ET 75 Points
Hi there,

I own and operate a luxury car rental business in New York city. I was doing all right, renting the cars out before the economy dropped! I was charging (depending on the car) anywhere from $400 a day to $1000 for our Lamborghini.

I have seen a drop in business, I have since had to adjust with the situation and now I make a ton of money renting out my "Dream Car Tours" 5 cars one day for $500!

It is keeping me afloat, but still I think I could actually do much better. Does it make any sense for me to open a face book account? Twitter account? How can I use that as an outlet to my target market?

The real question is how can I reach my target market? I have 5000 little post cards advertising the 5 cars in one day and I bring them to car shows with me and hand them out, or we go and rent out a parking lot space in a major mall and give them out like that too...

What can I do to "invite" my target market to try us out?

Any and all help would be greatly appreciated!

Thanks
Dan
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RESPONSES

  • Posted by CarolBlaha on 11/26/2010 at 7:39 AM Accepted
    Facebook is so easy you'd be crazy not to use it. Follow the theatre groups and you may tap into those coming in for a show during the holidays.

    For example, I follow the local Opera House. On their page restaurants also post, talking about their theatre specials. I love being able to decide where to eat before the show from that one page.

    So many New Yorkers don't have cars and zip car has been successful in that niche. Now Zip Cars is getting into the company car segment.

    Car people feel that what they drive says a lot about them. My ex was one of those people. For an occasion I flew us to San Diego for a weekend and rented a car like you describe for us to drive. That has to be 20 years ago and I paid the price you are charging now. But years to come, did my ex talk about that weekend in any detail? Just one == the car.
  • Posted by Jay Hamilton-Roth on 11/26/2010 at 8:31 AM Member
    Think co-marketing:

    Gift a rental to a local high-profile charity for use in an upcoming rental. They'll help spread the word about your business for you.

    High-end travel agents (people who specialize in packages to NYC).

    Fractional Jet Owners (such as NetJets.com)
  • Posted by AdsValueBob on 11/26/2010 at 12:42 PM Accepted
    If you're making a ton of money - expand your advertising and take a little cash and trailer them to other markets (cities / states) in the area. Possibly make a "continuous" road show.

    Advertise in car enthusiast magazines / papers / car clubs / visiting sports team / major venues.

    Make arrangements with hotel concierges / car rental companies to offer your services.

    Consider an offshoot - (like Gotham Dream Cars) - fractional ownership for part of your stable of cars.

    A geo-targeted AdWords campaign would help refine your marketing and test new approaches and markets on a low effort / lower cost / faster method.

    A (business) Facebook page and chatter with the right drivers would be a excellent way to reach your select niche market. Remember - you need to maintain a sincere and consistent (near daily) dialog - excite and inform way more than you sell.

    Twitter - make your presence known, but get Facebook rolling strong first.

    We be glad to discuss further offline if you wish.

    Sincerely,

    Bob

  • Posted on 11/26/2010 at 12:55 PM Author
    Hi There,

    Thank you so much for the advice, much appreciated. I spoke too soon when I said a ton of money. We are making money, not as much as we use to, but we are making enough. I had to make cut backs because the car RENTAL part of my business is no longer profitable. But I am getting a TON of response for the Dream Car Tours. That is a better way of putting it.

    What about getting sponsors in? Putting sponsorship collateral on the cars itself? Tasteful ones, within reason.

    Call me silly, but I just can't see how facebook, and twitter can make me visible to people who will want to use my service? I know I should have a presence, but i just don't see it. I'm ignorant I guess.

    Thank you so much for all your answers so far!

    Regards!
  • Posted on 11/26/2010 at 8:14 PM Moderator
    I'd be happy to discuss your question by phone and/or private email. I have some thoughts that might be helpful. I'm also in the NYC area, so a face-to-face meeting is an option if we think it will be more productive.

    Feel free to contact me using the email address in my profile.
  • Posted by CarolBlaha on 11/26/2010 at 8:24 PM Accepted
    Before you say no-- try it. I was someone who resisted it and found it opened doors for me. It's not all of my marketing, but it compliments what I do. re-read my post on my example on the Opera House. Go on the sites I suggested and see how others do it.

    Facebook is inexpensive (free) and easy. You can really think out of the box. I know a guy who wanted to impress the dad of a gal he was going to ask to marry. He rented a high end car to go to pappa. Daddy loved it and after they hit it off-- new son threw daddy the keys to drive the Lamborghini. New son didn't boast the car was his own-- he didnt own a car and lived in an urban city (like yours) where he didn't need one. He just knew dad would like it.

    You are asking for us to show you. I suggest-- get online and play around-- you will convince yourself.

    So where do you want to go? There are thousands of places to post your service on and enthusiasts to follow. My advice is narrow your niche and find only those you can regularly post. Trust me-- they will look for you. As in my Opera House post-- the restaurants that complete our night could advertise traditionally. Maybe I'll see. Probly not. But I follow the Opera House. So when they post their "show special" I see it. Free to the restaurant. When I have tix to the show I am "trained" to double check to see what specials look good.

    Click around and you will convince yourself. Trust me on this and -- click around.
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