Luxury Coach & Transportation

August 2018

Magazine for the professional limousine, charter and tour industry.

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Page 77 of 79

76 WWW.LCTMAG.COM LUXURY COACH & TRANSPORTATION AUGUST 2018 MARTIN ROMJUE What Really Gets You Clicking? AUGUST 2018 EDITOR'S EDGE Y ou may be receiving an automated e-newsletter ev- ery Saturday called "What's Clicking," which ranks the 10 most popular stories on our website each week based on visitor traffic, also known informally has clicks and eyeballs. Gone are the days of printed and broadcast yore when me- dia organizations did endless reader surveys and held focus groups to figure out what their subscribers really preferred to read or watch, and how to give them more of what they want. I remember once carrying around an Arbitron survey in my college-era compact car for a week as I dutifully documented my FM radio listening habits. anks to the innovation of Google Analytics, there's no doubt anymore. We don't have to filter out what people think surveyors want to hear, or make themselves look good, versus what they really like. We get the numbers, and they don't lie. It resolves the old dilemma where news consumers would, for example, commonly say they want to read more about envi- ronmental issues when what really charmed them was crime and tabloid slime. Just from glancing at our numbers, I can say this: ose of you in LCT Land really like news about vehicles, and you wor- ry a lot about Uber. How much money you're making versus your industry colleagues is always a sure attention grabber. You don't seem to be engaging as much with business travel news as we thought, or as you should. is all flummoxes us information suppliers with that eternal question: Do we serve you more candy or more vegetables? What is the right com- bination of both? Recently, we had the chance to get the long view, and we received rankings on the most popular articles ever visited since launched in 1999 based on site visitors and SEO-ranked Googlers. We figured this content must have lasting relevance. e links were listed in our July 5 edition of LCT E-News and then posted daily on our Facebook page during the second and third weeks of July. ey can be ac- cessed at or by typing in "Top 10" into the home page search bar. After updating these articles, I've taken what I believe are the most helpful tips and recounted them here. What strikes me is how familiar it all sounds: From the No. 1 ranked "What You Need To Know When You Get A Bus," Sept. 2011: "Whether you plan to buy a limo bus, shuttle, or motorcoach, I suggest you first farm-out work to other companies in your area already running them to make sure you will get enough business. . . When you begin shop- ping for a bus, you may want to consider buying a used bus first. It will save you money." From the No. 10 ranked, "How To Start A Limousine Company In A Down Economy," 2001: "It takes a mind- boggling number of potential customers to keep even a one-car operator busy. You have to meet people who are legitimate prospects for your service, and you have to keep meeting them every single day. In a down economy, there are fewer people in your pool of potential customers. Your job as an entrepre- neur is to create wealth for you, your family, and eventually a team of employees. You are in a battle every single day. You must put yourself in a position to meet potential customers daily!" From the No. 9 ranked "How To Get Into The Government Trans- portation Business," 2014: "e most important first step to get in the government transportation business is to get cer- tified as a qualified vendor. Government contracts target small-business vendors and set aside contract work for mi- nority and women-owned businesses. . . Because government contracts run from one to five years and are based on past performance (as well as price), starting with a one-off con- tract is a great way to earn credibility and learn the intrica- cies of government contract work." From the No. 3 ranked "7 Secrets Of Highly Successful Lux- ury Limo Businesses," 2001: "Highly successful companies will do valuations every two to three years, or when ma- jor events happen that could significantly affect the com- pany's value. Owners within two to 10 years of retirement or exiting the business for any reason should have a valu- ation done. Valuations should be secured before any sale, purchase, merger, partnership, and divorce or estate settle- ment. A valuation is an excellent tool to help obtain and keep personal wealth." And in the No. 2 ranked article, "Business 101: How To Cal- culate Per Vehicle Cost and Boost Profit," June 2003, two comments hit home: "Operators should be doing about 15% to 20% [profit] if they're doing everything right. . .You're not going to be able to compete on price alone." ose bottom-line always-true comments came from the beloved industry consultant, educator, and for- mer LCT editor Tom Mazza (1958-2012), now a lasting legend in the luxury transportation industry. e fact this 15-year-old web article keeps popping up in Google-land proves how words of wisdom will always endure and engage, whether clicked online or thumbed in print. PHOTON: ISTOCK.COM / MFTO

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