INRIX is a company that provides traffic analytics. Each year, INRIX releases the Global Traffic Scorecard (GTS). As we have mentioned before, the GTS offers one of the most valuable marketing metrics for security drivers and secure transportation providers. This data helps determine your services’ return on investment (ROI).
Before we dive into how to use the GTS as a marketing tool, let’s take a quick review.
Marketing Secure Transportation
“The most common commodity in this country is unrealized potential,” said Calvin Coolidge, the 30th President of the United States. The truth is, unless your potential reaches the market, it will remain potential only.
Warren Buffett, a billionaire investor, once said,
“Time is the only thing you can’t buy. I can buy anything I want, but I can’t buy time.”
You can use these comments to enhance your earning potential with the same marketing and business model used by private aviation. The core of private jet service companies is saving time, not selling airplanes. They sell time, which is exactly what Secure Transportation providers do. You’re not just saving them time; you’re turning nonproductive time into productive time. And that’s a valuable commodity. The INRIX Global Traffic Scorecard can help you achieve this.
What is the return on investment for your service?
What is the ROI for your service? This is a fundamental business question. For decades, clients and corporations have evaluated the cost and necessity of security driving and secure transportation providers.
If you can provide clients with a financial breakdown of how much your services save them, you will speak their language. Two metrics are required to develop the Secure Transportation ROI: the amount of time an executive spends in the vehicle and their salary.
Traffic congestion is a massive headache, but it can also be a great marketing tool for security drivers and secure transportation providers. It is a financial metric for those responsible for transporting corporations and high-net-worth individuals.
Applying the Data
According to INRIX GTS data, five of the world’s top ten cities with the most traffic congestion are in the US: Chicago, Boston, New York, Philadelphia, and Miami.
For example, if an executive in Chicago drives to work, they will waste 155 hours a year in traffic; 134 hours in Boston and New York and 117 hours in Miami.
If the executive had a driver, these wasted hours would be productive time, translating into an ROI for your service. Using the average salary of a Fortune 100 executive ($16 million) as a reference, this equates to $5128.21/hour.
Applying this data, if you provide secure transportation in Chicago for a Fortune 100 executive, you will save them $717,949 a year. In Boston, this number is $687,179, and in New York, it’s $600,000. These are impressive numbers, and they only consider the time spent in traffic going to and from work.
If your services or the driver’s salary equals $150,000, the ROI in Chicago is more than 300%.
Overall, the GTS is a helpful tool that can help you increase your earning potential and give your clients a valuable return on investment.
The ROI is just one part of the marketing plan. You must also consider the value-added services that a well-trained security driver or secure transportation provider can offer that others cannot.
Marketing Secure Transportation – Determining Your ROI
ROI of A Security Driver (PDF Resource)
ROI Security Driver from Vehicle Dynamics Institute (Video)
Executive Salaries Top Pay for S&P 500 (Report from 2021)
2022 INRIX Global Traffic Scorecard (published January 2023)