Arrow Limousine

Arrow Limousine Worldwide Drives its Marketing Strategy with Google Analytics

In 1960, Michelle McConville’s father, Roger Somers, bought a taxicab and started his own business while still in high school. Then in 1976 he bought his first limousine and renamed the company Arrow Limousine. The business took off. Today Roger’s son, Eddie Somers, is the president of this family-owned ground transportation service. They operate a fleet of 100 vehicles used to make 65,000 trips a year, transporting everyone from business and leisure travelers to wedding and prom goers. By the late 1990s they had developed their first website. Michelle, now their Director of Marketing, attributes their continued growth to their online presence and Google tools.

“Google has definitely impacted our revenue growth.”

Michelle McConville, Director of Marketing

They use AdWords, Google’s advertising program, to be found by people searching for transportation in their geographic area. “We’re getting more calls from our website than ever before. Seventy percent of our new customers come from the Internet. And 97 percent of those are coming through Google,” Michelle says. Their website is mobile-friendly, which is critical because 63 percent of their site traffic now comes from mobile devices. Their Google My Business listing shows contact information, photos, and customer reviews.

“Google reviews are huge for us,” she adds. Google Analytics drives their online marketing strategy. “We couldn’t make data-driven decisions without Analytics,” says Michelle. They’ve also started using YouTube to tell their story and continue building their brand.

Arrow Limousine Worldwide has 140 employees.

The company has come a long way from its humble beginnings. They employ about 120 drivers and 20 office staff and have created an environment where everyone is treated like family. “Emily Damiano-Peck, our Director of Operations, has been here for 30 years. That’s important to us; we’re all part of the Arrow family.” It’s also important to them to be a good neighbor in their Red Bank community. For example, during annual community food and toy drives, Arrow Limousine can always be counted on for donations and to help with deliveries. With a strong community behind them and the right tools in place, it’s clear that Arrow Limousine is on the road to success for generations to come.

For more on the Arrow Limousine Worldwide case study, visit

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