Suppose you grow to be one of the larger companies in your area and you pass the stage of operating as a one-man-band or small team. You start looking at growth on a larger scale. The question then arises should you change the marketing?
Smaller chauffeur companies don’t always include marketing, sales or advertising in their budget. The reason is that personal recommendation carries so much weight that natural (organic) growth usually takes over and if you only focus locally, then expenditure on marketing and advertising is unnecessary.
Over the last six years we have secured most of the major account customers in our local area. We realised about a year ago though, to keep growing we needed to look further afield and examine other geographic areas. After six months of probing, now is the time to consider our findings and question if our past strategy is still robust enough to carry us in to the future?
The chances are personal recommendation will not be as decisive as we previously found but it still needs to be part of the strategy. The difference is that we need to convince new customers much more succinctly we are the best of the best. Maybe it is time to recognise our image will play a much bigger role and as such, we should reconsider how we are perceived through our marketing?
