Motorcoach Operators Balance High and Low-Tech Methods for Marketing

Posted on March 29, 2011 by Alex Roman, Managing Editor

Page 3 of 3

Marketing an alternative service

Trying to find a way to maintain customers that find his Fabulous Coach prices a little out of their range, Ray Land III had a brainstorm - launch an economy line, which he calls Breezeways. The line was launched a couple of years ago with four white, 49-passenger Van Hool 940s.

"We don't ever want anybody to be disappointed in our service and, certainly, don't want them to be disappointed in the price and wonder why other people are always cheaper," explained Land. "So, we have Breezeways. It will be nice, reliable and have all the amenities that you expect standard on a motorcoach. It's kind of like a Southwest Airlines or a Jet Blue of the motorcoach industry, something that is nice but just a bit cheaper."

Land said that when a new phone call comes in, his team simply talks to the customer to determine what they are looking for in terms of quality and price, before quoting prices for Fabulous or Breezeways.

He added that establishing a cheaper option for some of his customers was a necessity, not only to better serve his customers but, also, to continue maintaining his high-end Fabulous line without compromising some of the aspects that help it stand apart from the competition.

"We really want to keep a certain standard for Fabulous. We want that brand to be very top tier. We want these coaches to look nicer than anything else on the road, to really stand out and be something extremely fancy," he explained. "You can't just put Fabulous on a plain old coach, our brand has to live up to the name. So, that's why we came up with this idea."

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