Most practitioners market safety and security while traveling in a vehicle, often emphasizing security. But there is a commodity that is important to the Executive and should be addressed in a Secure Transportation marketing plan. The commodity that can be offered is time and productivity.
Billionaire investor Warren Buffett said about time – “It’s the only thing you can’t buy. I mean, I can buy anything I want basically, but I can’t buy time.”
How can you turn Warren Buffett’s comments into a marketing strategy? We suggest you use the same marketing and business model used by private aviation.
The foundation of companies that supply private jet services is saving executive time. They are not marketing or selling airplanes – they are selling time.
Nonproductive time vs. Productive Time
As a Secure Transportation service, you are not saving time like a jet service would, as much as you are changing nonproductive time into productive time.
The private jet industry goes to great lengths to translate time saved into dollars. They can tell the Executive what the return on investment will be for every flight they take.
They create a document verifying and explaining the numbers; in essence, they create a Return on Investment (ROI) document.
As a Secure Transportation Provider, you need to do the same.
What is their Return on Investment or ROI for using your service?
Creating a Return on Investment (ROI) Document for Secure Transportation
The foundation of a Secure Transportation ROI plan is changing the loss of productivity that an Executive suffers – driving themselves – into efficient and productive time.
Secure Transportation can turn CEO nonproductive time into the one commodity that CEOs treasure the most – productive time – and you are the vehicle that creates productive time (pun intended), with the value-added benefits that other driving services cannot offer.
Corporate security people understand the need for safety and security while in a vehicle, but the Executive understands the need for productivity. If you can supply the client with the financial breakdown of how much your services translate into money you are saving them – you are speaking the CEO’s language.
The question becomes, how do you accomplish that?
Two metrics are needed to develop the Secure Transportation ROI – how much time the Executive is in the vehicle and the executive’s salary.
There are two documents that can get you those numbers and help you develop your Return on Investment and do so in a manner that the principal can relate. You will need the 2021 INRIX Global Traffic Scorecard and the International Security Driver Association’s ROI for Secure Transportation Document to put together your ROI.
We have links to both documents in the show notes along with a YouTube tutorial.
The 2021 INRIX Global Traffic Scorecard provides three years of mobility data within the world’s most congested cities. The data of interest to Security Drivers and Secure Transportation Providers is the – travel delay comparisons.
From INRIX, you will find the time. For example, if an executive drives themselves in London, they will lose 148 hours a year of productive time sitting in traffic.
If the Executive is in New York and drives themselves to work, they will lose 108 hours a year of productive time sitting in traffic. INRIX can supply the amount of time lost due to traffic congestion in cities worldwide.
In both scenarios, if the Executive had a driver, the 140 and 108 hours would turn that unproductive time into productive time. When time is translated into dollars, the ROI is impressive.
For example, if the principal is a Fortune 100 executive, for every hour a Security Driver or Secure Transportation provider supplies the driving versus driving themselves produces $3,072.75 ROI for the company.
Producing these numbers will require research. But it supplies invaluable data.
In 2022 we will produce a Secure Transportation Marketing Paper to assist our members with their marketing efforts. The paper will provide information sources and marketing strategies, metrics, and data that can help create a Secure Transportation marketing plan.