National Parking Assocation (NPA) Conference in early October

SMC will be making its rounds at this years NPA Conference in Las Vegas, October 3-6. Click here to learn more about the Conference. To glance at the agenda, click here.

If you plan to attend the Conference and would like to meet with us, please drop us an email.

The Importance of Collecting Email Addresses

GET READY FOR 2012!

Please let your shoppers and customers OPT-IN to receiving emails from you. Soon, we will be saying "please let your shoppers and customers to OPT-IN to receiving text messages from you". Lets start with emails since email marketing is one of the more powerful and affordable branding tools available. Your customers must see your branded business on a regular basis

The first step to email marketing
In talking with business owners they often admit that they are not collecting email address information about their customers. If you fall into this group of businesses that is ignoring the value of email marketing here are some techniques you should consider implementing.

Most companies that have tried to collect data on customers have -- at one time or another -- used long forms, thinking, "We have one shot at getting this information. Let's ask for everything." But with identity theft being a genuine concern these days, your customers are reluctant to offer up anything but the most basic of information.

One way to gather more information is to do it slowly. Customers are usually willing to offer up information if they trust you, and in small amounts. If you use a little information in a trustworthy manner, they may consider giving you a bit more information. Email simply happens to be a great way to implement this technique

Start by asking for an email address in a simple subscription form on your website. Here are a few suggestions:

NOTE: When I say "simple" I mean simple. Just ask for an email and address and perhaps a name; nothing more. Here are two examples - 1) landing page on your website for visitors to add email address - there is no database for managing emails - manual administrative process, 2) managed database by Constant Contact.

Upon receiving the email address, immediately send a welcome email to the email address. The welcome email should be informational and should acknowledge the subscription to your list and put the subscriber at ease with her choice to offer up her email address.

Over time, your company can quietly attempt to gather a piece of data missing from her customer profile such as purchase preferences, etc.

If you match the data collected in your email marketing efforts to the data residing in your main customer databases, targeting messages becomes much easier and it increases your opportunity for cross-selling and other purposes.

Helping out email
Simply put, you can't send email without email addresses, and companies often fail to take full advantage of their touch points with customers to gather email addresses.

It is recommended to every business that engages in email marketing is to identify every touch point your company has with customers -- customer service, at your cash registers, package inserts, direct mail, online shopping carts, newspaper ads, billboards, radio, banner ads, events, search engines, radio, television, etc -- and turn those touch points into email address collection points.

If you would like control of this essential business practice, SMC will help you (no cost to you) get started with a 'self-serving' footprint. This includes:

1. Setting up your account for both SMC and YOU to have complete access to your account. Please click here to view Constant Contacts monthly pricing plans. Most of you will fall under $50/month.
2. Training you on Constant Contact with respect to database management, email distribution, creating ads and viewing reports.
3. Embedding the Constant Contact Email Widget on your website.

Beginning January 2012, if you would like for SMC to manage your email campaign (one per month) from design to distribution, this is possible for a monthly fee of only $99/month. This excludes all new clients who signed an Agreement after May 1, 2011.

Free publicity about your business is more valuable than paid advertising

Better than advertising, really? Absolutely. Please click on the link below to read a recent article on Covered Airport Parking in Panama City, Florida.

http://www.newsherald.com/articles/covered-96003-expanded-offers.html

How do you get free publicity? Use press releases.

"First Things First"

1. Make your press releases news NOT advertising.

   A sample news item could be your business sponsoring a community program, offering a free service or introduce a unique product.

2. Research the Media

   Read several back issues of the publications you plan to send your releases, most are niche-oriented and only acceptable submissions of interest their readership.

3. Keep Your News Story Current.

   Writing about past or far future events can lower your chances of publication. If your news is time-sensitive include the words "For Immediate Release" in your press release.

4. Use a proper news release format. Although some editors may run your release "as is", others may edit it. Either case, you get the word out.

5. Email Press Releases vs. Fax or U.S. Postal Service.

   Many publications will accept email and fax press releases, but you should inquire first.

   Keep a log of who you submit press releases. When you get publicity save the clipping and post them on your website, and in your ezines and include them in your next press kit.

6. News editors receive thousands of press release daily, persistent and patient can produce free publicity rewards.

SMC Welcomes New Parking Clients

As you know, SMC is regularly adding information to our Inside Parking Blog for the sole purpose of helping our parking customers with new programs, concepts, ideas, trends, successes and important issues related to the industry. We do hope many of you walk away with something simply because the parking industry is rapidly evolving.

For this particular posting, we would like to welcome the following off-airport parking companies to the SMC family:

Best Value Airport Parking (Seattle, WA)

Flight Park (Nashville, TN)

Covered Airport Parking (Panama City, FL)

Select/Payless Valet Airport Parking (Boston, MA); in addition, Select/Payless implemented a reservations system at their parking operations in Providence, RI and Manchester, NH earlier in the summer.

We looking forward to helping all of our parking clients increase traffic and convert online shoppers into parkers.

AAA South Penn Gets First Parking Reservations System

Please visit http://southpa.aaa.com/Travel/Parking to find the Cramer Airport Parking reservations system on AAA South Penn in Pennsylvania. If you are prompted with a zip code, enter in 17401.

Click on the 'Travel' link on navigation bar and then find the 'Airport Parking Reservations' link on the right side of page.

Congratulations Stan.

Anonymous Letter (exerpt) from Another Industry's Perspective

This email letter was distributed to the media of another $25 billion industry. It is right on the money.

I have used several aggregator websites (3rd Party Marketing Sites) in the past. I use them no more. My comments are in no way personal. I have no ill will against any particular business. I just have a huge set of concerns about the proliferation of these sites and the industry’s acceptance of them with open arms.

In short, here are 5 reasons why I believe we should see these aggregator websites as more of a hindrance than a help to our industry.

1. Utilizing the 3rd party online customer capture model will reduce revenue for the operator. Since the main differentiation on these sites is price, we are conditioning the consumer to think price is the only basis in choosing a facility. Lowest price wins (we all lose).

2. In the yellow-page days, at least we’d get a phone call and a good manager could deflect the price question and entice a potential renter in. In the aggregator environment, we’ve lost direct contact with the consumer. These aggregator sites add a layer of “insulation” between us and the consumer. We lose the ability to out-shine the competition.

3. Indiscriminate use of these aggregator sites will damage what brand equity you have built. You cannot tell the difference between 1st generation facilities or 3rd generation facilities. If you run an outstanding operation, you’re brought down to average on these sites.

4. If you already have good online visibility, these aggregator sites are now competing against you. The aggregator now has become your competitor, trying to capture potential renters and direct them to their site and send them to you for a fee (and many 'a fee' to the consumer).

5. These aggregator sites have inserted themselves between us and the consumer as the middle man. Ask people in the hotel industry or airline industry their opinion of these aggregator sites in their industry and what it has done to pricing. They HATE them.

If you doubt that, then read this article at portfolio.com about why airlines are now fighting third-party reservation sites. Make the analogy to our industry and imagine what it looks like today and then 5 years from now.

http://www.portfolio.com/business-travel/2011/01/05/why-legacy-airlines-are-warring-with-expedia-and-orbitz

I’m not telling you what is best for your particular situation. Only you know. I only ask you to consider what the blind acceptance of these sites means to the industry. I believe in capturing business online, but from your own website, not another’s.

To our parking clients, if you allow any company to use your trade name on their website with or without out your permission, you will be competing against your brand.

Please don't get grossed out by this next story, but to my surprise one day last week, I found ticks on my two dogs about the size of an aspirin. Although our pups receive monthly dosages of medicine, these resilient pests did serious damage from head to toe within 24 hours. Unimaginable damage to their skin. These pests hopped on and sucked a serious amount of blood from their healthy bodies. Who knows what the real damage would have been if we did nothing to help them.

Your brand is your greatest asset. Please protect it.

Email Marketing: 6 Steps to Success

The information being shared here was gathered from Constant Contact and iContact to help you prepare for the next launch.

Step 1
Set your business up with a proven permission-based email marketing software; Constant Contact or iContact. Learn the importance of managing subscriptions, unsubscribe requests, and bounce reports; viewing reporting statistics like opens and clicks; and leveraging your campaigns with social media.

Step 2
Determine the type and frequency of the email campaign you will send. It is recommended that you send at least one newsletter per month or multiple newsletters if you sell more than one type of service (i.e. auto care services). You can also send promotional messages offering a discount or a coupon.

Step 3
Add a sign-up form to your website, so you can collect new subscribers. Both companies mentioned offer a widget application for your website.

Step 4
Use an attention-grabbing email template from your email marketing software or create an professional message through your in-house design team. Keep the message simple and create action with a hyperlinked button to your website.

Step 5
Develop relevant and high-quality content for your messages. Continue sending your newsletters, announcements, or promotions with consistent frequency. As your list grows, you will notice increased traffic and sales on the day of and the days following an email send.

Step 6
To improve message deliverability, add a line similar to the following to the tops of your emails:
To ensure receipt of our emails, please add something@yourcompany.com to your address book.

Note: Your emails should come from your company email address. Not many people will relate to an email address from peterparking@aol.com.

A Good Read: Valet Parking Services

----> Snip-it:

Our "confessor" (let's call him Mark) has worked both at upscale hotels and small valet parking companies and has seen (and done) his share of mischief. He shares his experience with us, no holds barred. Learning how valets think and how some of them treat your property might make you reconsider self-parking. Read More...

When Being Small is an Advantage in Tough Economic Times

While recessions are rarely good news for any business, they can present opportunities, especially for companies that can take the long view by focusing on the core business issues; driving shoppers to your business and converting them into customers.

In a recession, there is always some panic, and businesses withdraw from markets even if it is just downsizing. People who see those openings can capitalize on them. History shows that there are companies that have thrived in a downturn environment.

The niches that these opportunistic businesses occupy may be small, but markets can grow as the economy recovers. Fact is, people are still parking their vehicles - whether at the airport or at the downtown garage - maybe not as much, but look around you to see vehicles parked at your competition.

Small businesses have an important advantage over large firms. Unburdened by large bureaucracies, they can shift strategies more quickly in a changing environment. While bigger companies typically cut costs more steeply and more quickly than small firms, this opens the door for small companies to take market share. As larger companies focus on cost, smaller companies have the opportunity to differentiate what they offer...in a personalized way.

Like with anything in business, small business owners who can focus on the fundamentals (the bascis) and stay positive are poised for success as the economy revives. The bottom line is this:

• In a recession, small businesses need to step back and assess their long-term strategies. This often means resisting impulses to slash jobs, services and marketing tactics.

• Focusing on providing high quality services is an important strategy for small businesses in a recession. Great services can separate a business from its competitors and help it to retain customers.

• Small business owners and managers must stay visible and positive in a recession. Keeping communications open with employees, suppliers, lenders, and customers builds the trust and cooperation needed to overcome challenges. This is essential!

• Recessions can present opportunities for small businesses. Some firms will vacate markets when hard times hit, and these openings can be filled by other companies.

Opportunity is knocking hard. Consumers want your affordable service. Here is a "Beyond The Box" concept:

Parking Your Vehicle at the Airport does not have to be expensive or frustrating. Our Recession Rate of only $_____ per day is our way to show you "we get it". Experience the difference and save!

SMC Client User Conference staged for January 2012

Who should attend this Conference, your Conference? At the minimum, the Owner, and if possible, the General Manager.

Why? Because you will walk away with so much information it will be difficult (more like impossible) to relay the wide range of messages and then execute the processes upon your return to the real world.

Why else? In speaking with so many parking companies across North America, I find that 90% of the owners rely heavily on the opinions of their General Manager.

I have attended a handful of NPA (National Parking Association) Conferences since 2002, and with respect to the off-airport parking meetings, there is one roundtable to discuss how airport authorities are taking action across the country. Don't get me wrong, this is good information, but there is much more to the parking business. Most off-airport parking owners choose not to attend NPA is simply because the information does not pertain to their business.

Serious Questions:

Do you want more customers?

Do you want to keep your current customers?

Do you want to be more profitable?

Do you want to grow your occupancy levels?

Do you want to measure your success?

The best question is, would you like to be around fellow off-airport parking companies who may share one idea to help your business attract one new customer a day - 365 days? Powerful!

Based on your quick feedback for attending the conference, we hope to finalize all arrangements this month and have invitations out by September 1, 2011.

Aggregator Websites: Consumers will always blame your brand for any confusion

NPA News Brief

Airport parking fees starting to multiply - posted in The Baltimore Sun Share

Like many travelers, Hal Frost is accustomed to being hit with fees everywhere he goes, from the airport check-in counter to the hotel front desk. But long-term parking used to always be pretty straightforward: the rate he was quoted was the rate he paid. Not anymore. When he parked his car in New York recently, he found several fees added to his bill, including a fuel surcharge fee, a customer service fee and an access fee. Click hear to read more.