Equip - Summer 2014 - (Page 1)

SPOTLIGHT ON: MARKETING & PROMOTION SUMMER 2014 ABA MEMBER SERVICES AND BENEFITS 3 6 Do It Right Facebook, your website, and email must work together for your online marketing to succeed. MAGAZINE THE INFORMATION AND RESOURCES ABA MEMBERS NEED TO SUCCEED 10 Smart Leadership: Fourteen character traits, adapted from the Guidebook for Marines, illustrate what is required for effective leadership. 12 Expert Opinion: ABA's Clyde Hart on highway funding, gas taxes, and the Obama administration. 11 Smart Business: Learn how to embrace the power of your customers. 13 The Roundup: State, provincial, and regional groups share updates. 8 No. 1 Rule in Internet Marketing: "Know Thyself" Winning online strategies start with careful planning. True Tales of ABA: Inspirational stories and achievements from around ABA. AN OFFICIAL PUBLICATION OF THE AMERICAN BUS ASSOCIATION MARKETING & PROMOTION Make Friends with Social Media If you're not marketing via social media, you're ignoring the best new way to win customers and build repeat business By David Widner T en years ago, college students used Facebook to check each other out. Twitter hatched eight years ago as a modest textmessaging service. Why should the motorcoach industry have cared about either? Today, Facebook and Twitter have become two of the most engaging and cost-effective ways for you to market your services. Combined with email campaigns and your website, social media can transform the way you communicate with customers. "Using social media is more than selling your company. It gives people a window on your company," says Peter Shelbo, president of ABA member Tour West America in Phoenix, Ariz., and the current chairman of the Motorcoach Marketing Council. "Make it fun and engaging, and you'll get an edge on the competition. It's giving your customers another reason to like your company-and another reason to book." "It's so different from old-school marketing," says Pat Dodd, general manager of ABA member Adventure Bus Charters & Tours in Sumiton, Ala. "When I first started, if you weren't in the Yellow Pages, you could hang it up. Now you have all sorts of opportunities to get your name out. We used to mail out a big catalog of trips, but no more. It's all about digital marketing now." If you're not on board with social media, or if you'd like to expand your presence, here's sage advice from fellow operators: CONTINUED ON PAGE 4 PREVOST. UPSCALE TRAVEL FOR TODAY'S PASSENGERS. Prevost coaches surround passengers with beautiful interiors and impressive amenities. High-end fabrics and flooring provide a luxurious look. Wi-Fi, headsets and electrical outlets assure convenience for tech-savvy travelers. And our High Decker design offers a better view through Prevost's frameless windows. You can count on Prevost for exceptional performance and lower operating costs. And your passengers can look forward to the most comfortable ride they've ever experienced. www.prevostcar.com PRE-13-006_ABA-BannerAd-012214.indd 1 1/22/14 10:46 AM http://www.prevostcar.com http://www.prevostcar.com

Table of Contents for the Digital Edition of Equip - Summer 2014


Equip - Summer 2014