Owning a supercar agency has been a huge thrill for me, when my friends ask how the heck did I get started I simply say that its one of the easiest things to get started in, you just have to generate some start-up capital and use smart marketing techniques. Like you would in any other business. Another friend of mine owns a fitness company that does quite well, but he struggles with capital, saying its pretty much impossible to grow at the 10 X per year that so many people preach you should grow at! I disagree, growing 10 times bigger every year is easy if you’ve set up a business in the right way.
Take for example my business, if in the first year I rent 100 Ferrari’s on ferrarihire.co.uk for an average of 2 days. That means the next year I either have to rent 100 Ferraris for 20 days or I have to rent 1000 Ferrari’s for the same 2 days. Both of which are impossible, instead you should find a middle ground, promote higher value services – Week long, month long rentals, increase your fleet. Now all I need to do is ensure I get at least 4 weekly rentals a month and I’ll hit my goals. It’s crazy to think about it this way but its the truth.
So let’s say you have a bit a capital and a lot of motivation to start a business, what’s next? Well its TIME. You have to input a huge amount of time to learn, implement and create your business, you want to pay people for things that you cannot do, but when you start out you will likely not have the funds to do this for everything that you do not understand. Instead you have to get your hands dirty and learn it yourself. In most businesses this is usually accounting, marketing or web stuff. For me this is cleaning supercars, changing oil, driving (like a lot) or changing wheels, if I employed a team of mechanics my profits would dry up very quickly.
My final tip is to not just use your business as the be all and end all, you must have other options, most people use stocks and investing as these options to get a safe 10% a year. After 10 years this should be enough to live off. For me I use Forex trading strategies to get ahead, this isn’t the fastest rate of return but once you know what you’re doing its quite easy and the key is I don’t have to spend that much time on it. This is essential as making 10% a year on your money is not great, I know many methods I could make 100% on my money but the risk and time I have to input myself is so much higher. Use this as your end-game.
Have you ever noticed you never see an Aston Martin or a Ferrari advert on the TV? Have you ever really thought about why this is, well we did some digging and it turns out there are 3 main reasons why you won’t and most likely never will see a supercar that markets to the masses (Through TV or online advertising.)
Marketing to the Masses – When the Masses Can’t afford it!
This is the 1st and probably the most important reason why you never see any Supercar adverts on TV or anywhere for that matter. Ferrari, Aston Martin, Lamborghini and Maserati will never market on TV when 99% of the viewers can’t even afford what they are offering.
Do you ever notice that when you watch TV you can usually buy or at least afford most of what goes through there. There is a large emphasis on pricing with TV ads, deals, coupons and savings is what makes people actually sign up or buy whatever you are offering. Supercars will never offer coupons and their high price tags actually are part of the sales technique in many cases.
As well as the obvious price tag relevance, the majority of people watching TV are “unsuccessful” it might be hard to hear but business owners and successful “rich” people who would be able to afford these cars don’t have the time or the need to watch any programmes on TV. And if your target market isn’t watching a programme what’s the point of putting an Ad in the middle of it? – There’s no point, so they don’t!
Don’t Need to Dilute – No Need to Advertise!
Another interesting reason they don’t advertise is they don’t want to dilute their clientèle. By this I mean they don’t want to be seen as desperate, Ferrari’s and Lamborghini’s are things of dreams and shouldn’t be seen everyday at 7.29 in-between your favourite TV shows. They don’t want to dilute their client base.
As well as this these companies don’t actually need to advertise, the sales are good for most so the need is simply not there!
It Wouldn’t Work!
Another reason why these agencies don’t bother with traditional advertising is that it wouldn’t work. Can you imagine receiving a coupon for 20% off a Ferrari? Even if the artwork was amazing you’d likely laugh and think its some sort of scam! Supercar anticipation is there best marketing method and as I explain below they do technically do some active marketing, but its not 100% traditionally and its definitely not as much as you would expect!
But they do do Direct Marketing (Kinda)
Research by LeafletGo in Essex discovered that supercar production agencies do actually utilise some of their marketing and advertising budget into direct marketing. Which seems strange but not really when you break it down.
If they were to advertise on TV, 99% of the people watching wouldn’t be able to afford the car, AND its almost 20 times more expensive to advertise on prime time TV than it is to advertise through flyers or a direct mail marketing campaign. Conducting research and creating a free package, means you should be able to hit a 90% open rate, with 5% of those people taking you up on a free test drive. Free works, we already know that! And from there its a matter of how the individual feels in the car and how good the salesman or women is.
Getting business through the door is the hard bit in supercar sales. The cars, well they close themselves!
Thanks for reading, let me know what you thought in the comments section.
Owning a supercar is all the rage these days. With James Bond and every millionaire under 35 owning a supercar it’s now seen as a symbol of success, but even if you’re not Mr Bond or a millionaire you can still create your own. Most of the time you can get all the equipment you need right off the internet and as this guy made perfectly clear, you can actually build a supercar with some knowledge, a lot of grit, and a few air compressor parts online! And a lot of technical knowledge of how cars work of course!
Tips to make Your Car SUPER-car material!
The differences: As the image above shows, you must have the knowledge and materials to build the car from the inside out. Ensure you have mechanical expertise and a good eye for interiors before even getting started.
The first step is get your outline or “scrap metal” in this case. It’s a lot easier to start with a shell of a car than trying to build a supercar from scrap. Purchase a car with the general shape you are after. Old audi or BMW models usually are perfect for this sort of thing.