On Tuesday, December 17, the Illinois Limousine & Bus Association (ILLBA) hosted their final coffee-time educational webinar of 2024. Entitled ‘Tis the Season for Selling, the association welcomed guest speaker Drew Messina of Create-A-Card to discuss marketing and branding solutions.
Following an introduction by ILLBA Executive Director Paula DeBiasi of Chicago Coachworks, Messina launched into a presentation that offered branding tips for success. With the holiday season among us, Messina suggested volunteering your business as a Toys for Tots or food bank drop off point, which serves to “associate your brand with positivity.”
Messina also made a point of defining branding, explaining that it’s a combination of tangible and intangible aspects of your company—not solely a logo. He also elucidated the advantages of branding, which include building trust, increasing value, market differentiation, and employee engagement.
Create-A-Card VP of Operations Drew Messina
While touching upon different branding methods, Messina spoke about the “power of swag,” that is, the advantages of distributing a cool item to potential and existing clients. He emphasized the importance of giving away a “life item” (i.e., something that will actually be used) as opposed to something cheap and unremarkable.
“If you keep your brand in your clients’ hands, they have a higher chance of calling you,” stated Messina.
The best practices for branding items were also discussed, with Messina advising operators to have a high-quality design, match the item(s) to your audience, and keep the brand in the client’s hand. He also shared the value of apparel for brand visibility and continued importance of digital marketing.
ILLBA Executive Director Paula DeBiasi of Chicago Coachworks
Again touching upon the holiday season, Messina told the webinar guests that they should be thankful this holiday season. Whether it’s sending out a greeting card or a simple email, people remember those that extend thanks. And with the CD/NLA Vegas show coming in February, Messina strongly advised operators to think ahead about ordering their branding material well in advance, particularly with Chinese New Year approaching.
The Coffee With ILLBA session closed with a discussion about the tried-and-true business cards we all carry. DeBiasi asked Messina to highlight the items that should appear on all company cards. According to Messina, in addition to your name and title, all cards should have your company’s logo; a headshot; email, phone number, and website, and most importantly, the city in which you operate. DeBiasi admitted that she threw away several dozen cards following last year’s CD/NLA Show, simply because no city was printed.
A recording of this month’s Coffee With ILLBA webinar is available on the association’s YouTube channel. Click here to view.
Members are invited to ring in the New Year with ILLBA at their holiday party on Tuesday, January 21, at Carlucci in Rosemont, Ill. from 4:30-8:30 p.m.
Visit illba.org for more information.
[12.19.24]