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Ideas for marketing supercar hire company

by buysocialmedia1
22 replies
Hi there

So basically, i've just got a client in the supercar hire industry (a very lucrative industry) and need some ideas on how to market his company to bring in more customers.

Here's a little bit of info about the background and exactly what the company do:

The've been operating for about 4 years now in the UK and have a solid customer base and are already quite busy. The problem is, they've done absolutely no online marketing whatsoever. They setup a website (pretty rubbish one) when they started but haven't done anything with it. Nearly all of their customers are from word of mouth and referrals - with a few coming from people who pass by their office and see their sign, and the only marketing they've done is a small ad space in a car magazine. The owner realises the value of marketing (both online and offline - but he's pushing the offline side more). He really wants to start pushing it now to get the business to the next level - so thats where i come in.

At the moment they offer the following:
- supercar hire (they have ferrari's, audi R8's, lambo's, range rovers etc..)
- chauffeured cars - rolls royce and bentley flying spur
- helicopter hire
- jet hire

He initially contacted me just for a re-design for the website and some SEO. Then, when i sat down with him we made a nice plan of how we could do things to make him huge - and his main vision is to become one of the biggest in the industry - and he feels i can help him do that.

So now he wants me to take over ALL of his online presence and marketing. So far i've decided i'm going to redesign the website and add in a few features (such as accepting payments online and automated bookings), i've selected all the keywords we're going to target, going to distribute a few press releases and i'm thinking about running a google adwords campaign. Apart from that, i can't think of anything else

I'm looking for ideas as to what the best ways to market his business would be: both online and offline. Open to any sensible suggestions really.
#company #hire #ideas #marketing #supercar
  • Profile picture of the author Aaron Doud
    Contact Rob Ferretti (you can find him on facebook) he owns a few exotic rental dealerships and he might be willing to offer some advice since as far as I know he has no plans to compete in the UK.

    At least you could check out what he is doing marketing wise and use that as a case study.

    But unless he is targeting people like me (aka love the cars but not the income to buy them) word of mouth may still be best. If he is targeting the rich as your description of the service makes it sound he would want to advertise where the rich go and in the way they are used to.

    So check out luxury brands (not talking BMW/etc that are middle class brands) and see how they do it. Also get him advertising on and in the UK version of the DuPont Registry(or whatever they have that is the same idea in the UK).

    Also he may want to partner with some exotic car dealers. "Rent before you buy" type of idea.

    If he wants to target people like me since he is in the UK you should see if you can get Shmee150 to do some videos on the place. https://www.facebook.com/Shmee150
    He is an exotic owner himself plus a big supercar spotter. Has a pretty big following and even did "press" for the last Gumball.

    Speaking of Gumball depending on the budget he may want to sponsor or run a team.
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  • Profile picture of the author bizgrower
    Network with car clubs and owners associations and let them know what you do.
    Perhaps put together a package for them to vacation in your territory.

    I just had a group of licensed replica car owners and dealers stay at my hotel for a week. The factory owner was in town also. It was the factory anniversary celebration. They are definitely into cars and have income, perhaps not enough to buy a Lambo, but probably good enough income and car interest to do a supercar vacation/get together as well as individual members who might be interested a trip to Europe and see parts in a supercar or...

    Pay attention to those groups all over the world.
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    • Profile picture of the author Aaron Doud
      Originally Posted by bizgrower View Post

      Network with car clubs and owners associations and let them know what you do.
      Perhaps put together a package for them to vacation in your territory.

      I just had a group of licensed replica car owners and dealers stay at my hotel for a week. The factory owner was in town also. It was the factory anniversary celebration. They are definitely into cars and have income, perhaps not enough to buy a Lambo, but probably good enough income to do a supercar vacation/get together as well as individual members who might be interested a trip to Europe and see parts in a supercar or...

      Pay attention to those groups all over the world.
      Taking this a step further might be good to PPC target keywords associated with replicas. Those guys clearly like the car but can't afford it. A replica for $30k vs. renting it for $2 to $5k might get some people to just rent the real thing.
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  • Profile picture of the author bizgrower
    Yes, licensed replicas, replicas, or kit cars for keywords and groups to target.

    Also, use LinkedIn for car groups and the travel, tour, adventure tour, and hospitality people and groups.

    As an aside, there is a car maker that had the audacity and stupidity to make and market a replica of a certain Corvette without any approval from GM and is being sued by GM for the infringements. I suppose the company could be taking the rights expired angle, but still... And, even if the rights had expired - it's unethical.
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  • Profile picture of the author NewParadigm
    go straight to TV media. Any news station will do stories on this, when you give the roving reporter a rippin ride. Free wide publicity. Makes for an interesting story.
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    • Profile picture of the author buysocialmedia1
      Originally Posted by Aaron Doud View Post

      Contact Rob Ferretti (you can find him on facebook) he owns a few exotic rental dealerships and he might be willing to offer some advice since as far as I know he has no plans to compete in the UK.

      At least you could check out what he is doing marketing wise and use that as a case study.

      But unless he is targeting people like me (aka love the cars but not the income to buy them) word of mouth may still be best. If he is targeting the rich as your description of the service makes it sound he would want to advertise where the rich go and in the way they are used to.

      So check out luxury brands (not talking BMW/etc that are middle class brands) and see how they do it. Also get him advertising on and in the UK version of the DuPont Registry(or whatever they have that is the same idea in the UK).

      Also he may want to partner with some exotic car dealers. "Rent before you buy" type of idea.

      If he wants to target people like me since he is in the UK you should see if you can get Shmee150 to do some videos on the place. https://www.facebook.com/Shmee150
      He is an exotic owner himself plus a big supercar spotter. Has a pretty big following and even did "press" for the last Gumball.

      Speaking of Gumball depending on the budget he may want to sponsor or run a team.
      thanks for the ideas. Their company mainly targets the wedding industry - main customers are people who want to hire cars for weddings. Don't really get a lot of rich people who just want to hire the car out for a while.

      Originally Posted by bizgrower View Post

      Network with car clubs and owners associations and let them know what you do.
      Perhaps put together a package for them to vacation in your territory.

      I just had a group of licensed replica car owners and dealers stay at my hotel for a week. The factory owner was in town also. It was the factory anniversary celebration. They are definitely into cars and have income, perhaps not enough to buy a Lambo, but probably good enough income and car interest to do a supercar vacation/get together as well as individual members who might be interested a trip to Europe and see parts in a supercar or...

      Pay attention to those groups all over the world.
      Originally Posted by Aaron Doud View Post

      Taking this a step further might be good to PPC target keywords associated with replicas. Those guys clearly like the car but can't afford it. A replica for $30k vs. renting it for $2 to $5k might get some people to just rent the real thing.
      I think might do a PPC campaign targeting keywords like 'hire supercar city' and 'wedding car hire city' etc..

      Originally Posted by bizgrower View Post

      Yes, licensed replicas, replicas, or kit cars for keywords and groups to target.

      Also, use LinkedIn for car groups and the travel, tour, adventure tour, and hospitality people and groups.

      As an aside, there is a car maker that had the audacity and stupidity to make and market a replica of a certain Corvette without any approval from GM and is being sued by GM for the infringements. I suppose the company could be taking the rights expired angle, but still... And, even if the rights had expired - it's unethical.
      Originally Posted by NewParadigm View Post

      go straight to TV media. Any news station will do stories on this, when you give the roving reporter a rippin ride. Free wide publicity. Makes for an interesting story.
      Any ideas who i could go to in the UK? I think in the UK there's not a lot of news stations apart from the mainstream ones, so it wouldn't work.
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      • Profile picture of the author ewenmack
        The Google Display Network will be ideal
        and much better than their search network.

        The market is more of a impulse buy (not wedding)
        so having banners in front of guys who are sports fans and
        like fast women would be a good demographic.

        And the beauty is you can geo target which keeps your costs down.

        Well worth getting schooled up on the Display Network.

        Best,
        Ewen
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  • Profile picture of the author DaniMc
    Buy a list of subscribers to Robb Report and other affluent publications who live in your area...then target them. Be original...be unique...don't be cheesy.

    For example...mail them a fake key with keychain for a super car...and tell them you will bring them the car...so they can drive it to their helicopter tour.

    Put it all in a gold embossed invitation...directing them to a landing page where they can see photos, videos, and register for a package.

    On that page...make sure to embed a retargeting tag so you can market to them again.

    A few days after they get the mail (track it) give them a call and ask them if they received their invitation. If not...send them another.

    If so - Invite them to an exclusive event where they will get to see and touch all the toys. This event should be a catered gala event - food, campaign, orchestra, formal attire, the works.

    So...get your lists of mid to high worth people. Schedule your gala event 6 weeks out. Start sending invites and advertising online. Have your landing page worked out. Call them.

    It will be expensive - but this business has spent millions on their toys. A $60,000 campaign is something they can do. It will work, and you can make a good bit of profit.

    They will love you.
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    • Profile picture of the author ewenmack
      Originally Posted by Dan McCoy View Post

      Buy a list of subscribers to Robb Report and other affluent publications who live in your area...then target them. Be original...be unique...don't be cheesy.
      Dan, my friend was a partner [in a separate business]
      who had the same type of business in Brisbane.

      The guys coming in to rent the cars weren't the the Robb Report types
      or have the same spending power.

      What they could do is have a dream splurge, and often at a stretch,
      rent one of these high status cars.

      Buyers and renters of these cars are 2 distinct groups of people.

      Best,
      Ewen
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      • Profile picture of the author DaniMc
        Originally Posted by ewenmack View Post

        Dan, my friend was a partner [in a separate business]
        who had the same type of business in Brisbane.

        The guys coming in to rent the cars weren't the the Robb Report types
        or have the same spending power.

        What they could do is have a dream splurge, and often at a stretch,
        rent one of these high status cars.

        Buyers and renters of these cars are 2 distinct groups of people.

        Best,
        Ewen

        I know many, many people who subscribe to Robb Report who are dreamers and though they can't purchase the cars and jets, they sure love to think about them.

        I know one way the OP can find out if that subscriber base is the right fit - buy the magazines and see if there are people advertising those types of services in them. That will be a great predictor of success.

        I guess the source of the list is irrelevant - really, he is catering to people who wish they could live that lifestyle and love the machines. If he can find what those people read and where they go - he can use the process I outlined above to target them.

        Here is a link to the Robb Report Demographics:
        http://robbreport.com/sites/default/...obb_report.pdf

        Average household income: $171k
        Average Net Worth: $758k

        I'd say that is about right.

        Here is a list of similar pubs: 12 Luxury Lifestyle Publishers Targeting Affluent Consumers - Luxury Society - Prime Listings
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        • Profile picture of the author ewenmack
          Originally Posted by Dan McCoy View Post

          Average household income: $171k
          Average Net Worth: $758k

          [/url]
          The business I was referencing had customers that I strongly suspect had incomes less than that range.

          Now the original poster was bought in to do online marketing,
          so I'm giving online high probability ideas.

          And testing without putting so much money at risk
          starting out is available online.

          Once he gets the appeals and offers right online,
          then sure go renting lists and mail.

          Best,
          Ewen
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          • Profile picture of the author DaniMc
            Originally Posted by ewenmack View Post

            The business I was referencing had customers that I strongly suspect had incomes less than that range.

            Now the original poster was bought in to do online marketing,
            so I'm giving online high probability ideas.

            And testing without putting so much money at risk
            starting out is available online.

            Once he gets the appeals and offers right online,
            then sure go renting lists and mail.

            Best,
            Ewen
            A good idea for sure. I'm looking at it more from the standpoint of painting a grand picture of what he can do for the business.

            Naturally - he will want to go about it in a smart and methodical way.

            You think people making much less than 171k household are playing these sorts of games?

            I don't feel comfortable enough to play like that unless I am making much more. I'm probably not the average buyer though.
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  • Profile picture of the author bizgrower
    I perused some of these supercar for hire sites. Some will rent for an hour, half day, day, with instructor... So the discretionary income needed may not be as high as we are thinking. Still, likely that the market is car guys with wives who will support, or at least tolerate the expense.
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  • Profile picture of the author NewParadigm
    contact exotic car dealers, have those dealers refer potential customers to take a test drive. Many dealers don't allow test drives of the exotics they sell. Charge the dealers/customers for test drives of same or similar cars.
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  • Profile picture of the author Loopholemarketers
    You wanna get tons of social proof.

    I would begin to gather tons of videos and pictures from the weddings that used their services.

    Seeing people using the service and looking happy will create an image for the company right away
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  • Profile picture of the author Writerdave
    You should also try out social media marketing. I am in the same industry and most of the leads come from social media. People who hire super cars will have the desire to show off and what better place that social media. Try it and see if you get any new leads through it.
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  • Profile picture of the author nuwanz
    Just start with offering free rides.. Gather all the vehicles and give people a chance to win free rides.. Gather emails and made list according to their interests.

    Then simply send them out video clips, pics ... And ++ specail offers++
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  • Profile picture of the author Richard Tunnah
    I'd think about ppc advertising (I'd be inclined to go with a banner so you can have a lovely red ferrari on it!) on linkedin. Many people on here are in middle to senior management with deposable income. There's a number of angles you can work here. Treat for them. Reward for staff. Team building activity.
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  • Profile picture of the author mjbmedia
    You say you went through a nice plan with him, but you cant think of anything else to do other than a website redo and some SEO, so what was in the plan then that apparently made him choose you?

    Anyway you're best bet is to JV with someone (Me) who knows what and how to and will make him one of the best out there, PM me to set it up
    PS need his monthly budget to see if its a worthwhile venture
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    Mike

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    • Profile picture of the author Aaron Doud
      Originally Posted by mjbmedia View Post

      You say you went through a nice plan with him, but you cant think of anything else to do other than a website redo and some SEO, so what was in the plan then that apparently made him choose you?

      Anyway you're best bet is to JV with someone (Me) who knows what and how to and will make him one of the best out there, PM me to set it up
      PS need his monthly budget to see if its a worthwhile venture
      I just want to flat out say I love the balls here. Now this is a guy not afraid to sell. This made my day. If the OP ends up doing a JV let me know. This is pure gold.
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      • Profile picture of the author mjbmedia
        Originally Posted by Aaron Doud View Post

        I just want to flat out say I love the balls here. Now this is a guy not afraid to sell. This made my day. If the OP ends up doing a JV let me know. This is pure gold.
        seems to have scared them off, oh well back to me sales training books ;-)
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        Mike

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