I was in New York City last week. When I get to the airport, Victor always picks me up, and drops me off at the end of my visit. He’ll drive me to speeches too…and this time he mentioned that he now has 10 cars.
Victor owns a whole fleet already. When I started calling him, it was just one car and Victor. He had a bit of a challenge because he’s Spanish and English isn’t so easy for him. It was a great opportunity to practice my español, though.
So, as he was driving me to LaGuardia, he mentioned he just bought a new car, a Cadillac. What color, I asked? Black, he responded, of course. Why? Because all limos and car services use black.
Well, then Victor, I said…why not try maroon with gold letters on the side, saying “Victor’s Car Service”? No, he said. I explained when I leave a building, I never know one car from the other…and it would be easier if his were all maroon, and it would stand out, and be memorable for everyone.
He didn’t like the idea. He wasn’t taught about branding. He didn’t know that the high earners in Mary Kay won Pink Cadillacs, and it was their trademark. He just wanted to blend.
Who am I to argue? He’ll probably have two more new cars by the time I go back in December.
It might be interesting, though if Victor:
1. Had gotten the new Cadillac in a “stand out” color, like maroon, or bright blue. He might have printed Victor’s Blue Limos on the side in gold.
2. He might have tried a tagline, like “our cars stand out, just like our service does”.
3. His brochures might read: we’re the only bright blue limos at the airport…we always hope you’re flying in blue skies
4. Had some fun with the uniforms in the same color.
5. Give out blue receipts.
All kinds of other branding extensions.
Well, I can try again with him, next trip!
About Lois GellerLois Geller is President and Owner of Lois Geller Marketing Group and headed agencies in New York and Toronto. Lois taught Direct Marketing at NYU. She’s the author of five marketing books, including Response: The Complete Guide to Profitable Direct Marketing. Follow @loisgeller on Twitter.
Pingback: Small Business News: Direct Marketing Diorama - googolplexit.com
Thanks, Terri. One things for sure, you’re a “standout” as a friend!
Great post, Lois. Too few understand the need to differentiate themselves, their products and their services to stand out. If people can’t see you, how will they find you?
Kelly,
When I come visit you in Blacksburg, I want “The Hokey Pokey Rickshaw”…and turn myself around in it…and that’s what it’s all about.
Can’t wait.
Lois, I love this post and what fun ideas you have to share with Victor. Blacksburg, VA is a far cry from NYC, but we do have a cool limo service: Hooptie Ride. These guys do not have a problem with standing out. Their cars include “The Yellow Submarine,” “The Mystery Machine,” “The Suburban Safari” and even the “Hokey Pokey Rickshaw.” Their tag line suits them: “Don’t just get there, get there in style.” If you ever come to Blacksburg, I’m sending a Hooptie Ride to meet you!
Good for you Matt! I was speaking at Johnson & Wales University yesterday and showed the audience how New Pig…stoodout in a miserable category: sludge and gunk elimination from factories. They didn’t call htemselves Waste Elimination Co., they called themselves New Pig…”Partners in Grime”…got a pig spokesperson who commented on their products and VAVOOM…gained most of the market share.
Wish I could get Victor to try some kind of new car.
Fun post Lois. And all very good ideas. This made me think about all the clients I sit down with to develop website communications for. They almost have the same mentality, that they just want to “blend in” don’t build anything too flashy, different or cutting edge (not that you need that to be successful, but when done properly can be a very powerful component to any good website). It takes some guts by the client, great persuasive selling by the agency, and a dash of faith to get these things off the ground. And 9 times out of 10 they are THRILLED with the results.
Come on Victor! Go for it!