Luxury Coach & Transportation

July 2018

Magazine for the professional limousine, charter and tour industry.

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2018 LCT TECHNOLOGY SUMMIT: DIGITAL MARKETING How To Use Emarketing To Get Real With Clients Two Summit speakers explained why personal connections are crucial to winning over customers with your marketing. By Lexi Tucker, LCT associate editor M IAMI, Fla. — e session "Emarketing Unplugged: e Mechanics of a Great Email and Social Cam- paign" at the LCT Technology Summit hit on some need-to-know topics when reaching your clients in ways they will be comfortable with and act on. Walking The Path To Customer Retention With the recent Facebook/Cambridge Analytica debacle, pro- tecting your clients and using best practices to assure you're not pushing them further away is key to a good marketing campaign. "Back in the day, you didn't have to do as much as you need now to keep your clients," said Shannon Faulkner of Delphis Cre- ative Marketing Solutions who led the session with Bill Faeth of Limo University and Inbound Marketing Agents. "Now you put more energy and effort into the conversion process and spend most of the time trying to keep your customers." In today's world, most people become aware of brands through Google searches, email, and social media. When sending e-newsletters, it's important to consider how your potential clients perceive them. Faulkner had the audience perform a group activity to explain this concept. Attendees first turned to their left and gave the person standing next to them a shoulder rub. After a few seconds, they were prompted to do the same to the person on their right. "It was a little awkward, right? Imagine how it feels to the consumer when you start connecting with them in ways they aren't comfortable with. You have to get them to enjoy interacting with your brand," she said. Delivering Maximum Value To Customers Faulkner also discussed the consumer lifecycle based on value proposition over time. First, the consumer explores the internet for a solution to a particular problem, and discovers your brand through the marketing channels you have reach with (TV, print ads, SEO, content marketing, etc.). is is why it's important to understand your digital footprint so you will know where people are finding you. at way you don't waste marketing dollars on channels that aren't helping. It's also important to create a welcome email for any- one who signs up for your mailing list. Be sure to give them enough information to help them figure out if they want to pursue the service your company provides, but don't make them feel like they are being pressured to decide immediately. When the potential customer then shifts to decision mode, it's up to you to get them to act as buyers as well as influencers who will get other people to use your services. Once the prospect makes a purchase, you have to continue to keep them loyal through personalization in your interac- tions. Keep them engaged. If you're not going to do it, some- 48 WWW.LCTMAG.COM LUXURY COACH & TRANSPORTATION JULY 2018 (L to R) Shannon Faulkner and Bill Faeth helped the audience understand the best ways to reach and retain clients.

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