Limousine Charter & Tour

December 2016

Magazine for the professional limousine, charter and tour industry.

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LIMOUSINE, CHARTER & TOUR DECEMBER 2016 49 W here Craftsmanship Counts ™ a Cabot Coach Builders Company 120" Corporate - 99 Newark Street, Haverhill, MA 01832 • ph. 978.374.4530 or 800.544.5587 • fx. 978.521.5425 S aleS & ServiCe CenterS: Massachusetts, New York, New Jersey, Florida, California, Nevada • © 2014 Cabot Coach Builders, Inc. Why not learn more about the Royale MKT 120" limousines. Call us today, toll free and speak with a Product Specialist. 1.800.544.5587 email: hard to type as a URL. When asking people to email you, lose the Yahoo and GMAIL account. Nothing screams "small company" more than a search engine email address. Effective sales and market- ing has one goal: To land customers and increase your bottom line. This can only be achieved if they know you are out there. True, go- ing after prospects is like a battle, but it shouldn't be a sneak attack. You want them to know who you are and you are coming their way. Let them see the whites of your eyes before you go after the green in their budgets. But if you don't ask, you'll never find out Brenda in your accounting department is married to the brother of the CEO of ABC Pharmaceu- ticals. Involve- ment in charitable events also can generate attention to your company. But being on the board of a char- itable event or organization lets you rub shoulders with major players. Plus, charitable events, along with just being a feel-good thing, are media magnets when generating press for your company. Finally, you should also avoid obvious marketing mistakes, like branding your business with a name too long to remember and too I understand for many companies, aligning with the Chicago Cubs or Miami Heat will not be affordable. But you can bet if you're based in Ohio, the Toledo Mud Hens would wel- come you with open arms when they throw out their first pitch next season. 6. HIDING IN PLAIN SIGHT Sometimes the best networking is where you least expect it, like in your company lunchroom. Your own company could very well be a mother lode of networking opportunities. For example, maybe one of your target companies is ABC Pharmaceuticals. a separate fee to a graphic designer). More labor intensive, so go out more infrequently. Hard to track. 5. SPONSORSHIPS Partnering with profes- sional sports teams can be beneficial. Not only does it give you the opportunity to pick up a client (the team), but also gain access to thousands of potential clients. Most sponsorships come with "perks," in the form of tickets, signage on scoreboards, program ads, and select nights when you can "woo" your good clients and potential clients, often in private suites. Aligning with a local sports team also gives a boost in credibil- ity. People feel if a major sports team is letting you drive around an athlete worth millions of dollars in human capital, then a level of trust has been forged. STEVE WHITE is the owner of Steve White Public Relations in Boston, MA. He has a 35-year track record of providing marketing & PR services to companies from all industries across the country and the UK, including ground transportation operations. He can be reached at or (781) 254-6204. Please visit his website at

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