TAMPA, Fla. If selling is the make or break ingredient in a motorcoach companys success (or failure), then operators who took in the marketing sessions at the UMA Motorcoach Expo here last month should be well positioned to do well this year.

The series of marketing-related programs hosted by well-known faces in the industry offered a mix of advice to operators looking to bolster their ridership numbers and revenue streams.

The suggestions ranged from simple steps, like making sure the company telephone number is easy to find on the company website, to much more elaborate undertakings such as adopting a pricing scheme designed to draw more customers during traditionally slow periods.

"A coach sitting in the yard for a day is a day youll never get back," stressed Ray Land III, president of Fabulous Coach Lines of Branford, Fla. "Its gone forever."

He emphasized that operators have a good chance of getting their coaches on the road when times are slow if they begin pricing their services in ways that have been successful in other transportation and tourism industries.

Land calls his plan POP - performance optimized pricing - and it involves reducing prices during the months, weeks, days and even hours when business is slow and raising them when business is strong.

He noted that airlines, cruise ships and hotels all price in a similar manner and it helps them fill usually empty seats, cabins and rooms during slow times and bring in more money when there is heavy demand for their services.

It could work much the same for motorcoach operations as well, he contends.

"When you have more coaches available, the prices should come down and when you have fewer coaches available prices should go up," he said.

Such pricing, he said, will not only attract new business, but could influence some groups that regularly book during the busy season to move to the slow season for better pricing. Their switch then would make more coaches available to meet the demand during the busy season when coaches are at a premium.

Land cautioned, however, that operators should not work such a system into their operations without some preparation, including extensive studying of historical data showing the ups and downs of their businesses and the availability of their coaches. Such a picture is critical, he said, for operators to know exactly when to reduce prices and implement higher prices.

In addition to the POP pricing scheme, Land also suggested that operators:

Overbook by 10 percent to reduce the chance that any of their coaches will be sitting in the yard, especially during busy times.

Give discounts to organizations and groups depending on the size of their bookings.

Avoid booking all coaches for one-day trips, at one time, so some coaches can be available for more lucrative multi-day trips.

In addition to favorable pricing plans, operators were told they could bolster their sales by getting involved in their community, including becoming active in civic organizations.

"It can be an effective and low-cost way to acquire new customers," said Andrew G. Lynch, vice president of Hampton Jitney in Southampton, N.Y.

He said his company has profited by becoming involved in a business council where networking opportunities are endless, a high-profile social and charitable event for a museum, and a popular community baseball league. In addition, he encourages his employees to take part in community events as well.

"It gets our name out in the community and we feel strongly that the long-term benefit is very good," he said.

Steve Klika, president of International Motor Coach Group in Overland Park, Kan., agreed and urged operators to not only take part in civic activities but to join the boards of community organizations.

"Take your expertise and share it with somebody and youll get something in return," he said.

Lynch reminded operators of the importance of using their drivers to help sell the company, and suggested that driver training include some schooling in marketing. He said he has one driver who is so good at it that he now shares some of his work day in sales.

"Your first line of marketing is your drivers," agreed Klika. "They can make or break you."

While traditional sales methods still are producing, a strong Internet presence is essential in being successful in todays business environment.

Eric M. Elliott of BusRates.com in Alexandra, Va., said motorcoach companies need a well-developed website that sells their company and its services.

"Content is king," he emphasized, adding that it should be unique and updated as often as possible.

Additionally, he said the website should be built using key words that will help Google, Yahoo, Bing and other popular search engines drive potential customers to their sites.

"And dont hide your company information and telephone number," he stressed. "Remember, people are going on your site to call you."

Elliott said operators also can spread the word about their company by joining social networks, such as Facebook and Twitter. He said these tools can be used to not promote the company, but to create positive topics that followers can talk about, such as a favorite charter trip.