The Complete Package

This week, we splashed out on our marketing. We already had our new video in the pipeline but the challenge has been deciding where to use it.

For a while we have had exhibitions planned with our video on show. At the same time we asked, if this is the first impression a potential customer has of DrivenByQ is it enough?

To overcome any doubt, we have purchased a professional TV stand; a supply of our signature ‘pink champagne truffles’; invested in additional exhibition equipment and taken delivery of ‘branded’ USB sticks.

We want to ensure our planning and expectation of growth is reflected in our exhibition stand. In other words we need to exude confidence. After all, who wants to be associated with a pessimist?

Turbo Charging

Sometimes I get caught behind other cars waiting to overtake a tractor. It can be a few miles before an overtaking opportunity appears but when it does some drivers slow down so much they disengage from the thought of making progress at normal speed.

Somehow it is strangely reminiscent of when I left school and briefly worked in the County Court. I  saw people who lost their jobs, homes, possessions and even their marriages - seeing that can leave you extremely fearful when the road ahead is uncertain.

Lately, I’ve noticed business passengers changing. They are no longer pessimistic or strained but instead focused on opportunities and growth. They are developing plans and are excited about increasing market share.

Just like the road straightening in front of the tractor. I believe there is a change happening. You have to ask if now is the time to change gear, hit the throttle and go for it. Or maybe you should risk the security of being left behind?

An Exhibition Of Radical Simplicity

Last year we employed a marketing consultant. He battled to divert our focus away from our technology and encouraged us to consider the perception of passengers when promoting DrivenByQ. Personally I view ICT (information and communication technology) as a unique selling point but apparently it is not sexy!

As we move toward our first exhibition of 2012, this week I was analysing what makes DrivenByQ different to other executive car companies. It wasn’t long before a meeting with a new customer made one issue a focal point. They asked if they could call us and confirm all journeys for the next day.

The thought of doing this over the phone took me back to when DrivenByQ was in its infancy. I would receive calls from account customers on a Friday afternoon who simply wished to check all their bookings for the following week. It consumed hours and prevented me driving on one of the busiest days.

In response, I created accounts which enabled corporate customers to view their bookings online (past, present and future). They can see the driver and cost too. It means we can continue earning as drivers without needing to charge for telephone time. DrivenByQ did it five years ago but for the competition, it seems we’re still radical?

Are You Aware We Do This?

In my last few blogs I wrote about our new marketing drive. Continuing this theme we have been filming with a video production company and not only gathered material which fits in to the AIDA philosophy for exhibitions but also extends to our social media.

We think an exhibition stand is static and may not stand out. In respect of this we want to bring our stand to life with dynamic content on a large TV screen. This will play a promotional video delivering valuable information in a short space of time. Similarly we want to ensure visitors require minimal effort to engage with us.

After consulting the video company, we decided to create a five-minute video for the exhibition stand and then reduce this to a smaller 90-second video for use on our web site and social media channels. Of course for it to work we need to ensure there is plenty of cinematic content and it is entertaining too.

So far we have filmed airplanes, trains, cars, the sun setting, the moon rising and we have been to interview several customers as well. Hopefully this will not only differentiate DrivenByQ from other exhibitors but will also demonstrate we are head and shoulders above the competition.

Can I Interest You In One Of These?

Last year we had an exhibition stand at a ‘meet the buyer’ trade fair. At the time we treated it simply as an event to raise our profile in a different geographic location. This year we are attending the same event but this time we are hoping to go one step further and secure some new business.

It was good to attend last year because we learnt some valuable lessons. The first was how good an idea it is to have some treats on the exhibition stand in order to draw people in. Of course there are always visitors who take something free but it is also an ideal opportunity to make them aware of your proposition and enter some dialogue.

We took the offering of food very seriously because we felt it represented DrivenByQ on a subtle but definitive level. Looking at the other exhibition stands you could recognise how they valued their customers by what nibbles they had available. Just ask yourself if you would prefer a sweet from a large bag purchased from a £1 shop or whether you would prefer something more exquisite?

Last year we offered Ferrero Rocher, Chocolate Hob Nobs (with caramel) and an assortment of fresh fruit. We did this to set us apart from anyone else in the exhibition but on reflection, it was maybe a little too mixed. This year, we’ve decided to do it properly and bring along our DrivenByQ hand-made pink champagne truffles which have become our signature.