I was talking recently to my colleague Joe Lynch, who produces the Logistics of Logistics podcast. We got on the subject of marketing being a logistics company’s best sales person and Joe suggested “Let’s do a podcast on that.” So we did. Check out this recent episode of the Logistics of Logistics podcast.
Every couple of years, Logistics Marketing Advisors does a survey of professionals who make or influence purchasing decisions on logistics products or services. This year, we surveyed 100 buyers online and then followed up with direct interviews with 10 of these respondents to dig a little deeper.
You think your logistics business has a compelling value proposition and you try to get prospects to pay attention, but it’s hard. Very few care. You could try and get more people to care. Think UPS. For years, they told the world “we love logistics,” which artfully begged the question, “Shouldn’t you, too?” But if Read the Full Article
One popular and important marketing exercise is defining a logistics value proposition – your company’s “promise” to the market. You want it to be BOTH accurate and memorable, certainly. But too many companies focus on the accurate part. They look in the mirror and describe what they see. The result is a stultifying barrage of Read the Full Article
See this image? It’s a choice that our prospects face every day as they look for solutions to problems. Which direction would you take? Which direction would your prospects take? Lots of companies want to engage in a sales discussion. But fewer simply offer to help with useful information aimed at solving a common problem. Read the Full Article
The email may start out something like this: “XYZ Logistics has been identified as an innovative logistics provider that we would like to feature in an upcoming issue of INDUSTRY WORLD (I made up this name) – a magazine aimed at CEOs and senior operations executives…” The email is typically sent to the CEO of Read the Full Article
When choosing a brand name for your logistics service, it may be more useful to understand what NOT to do. A recent trip a New York City gave me some good examples. I was in Brooklyn for a meeting and needed to travel across the East River to Lower Manhattan. My Brooklyn-based colleague cautioned against Read the Full Article
Don’t rely on marketing shortcuts to grow your business. Instead, build a logistics marketing system for the long term.
If you are the P&L owner of a logistics business, the absolute wrong question to be asking about marketing is “How do we get leads fast?”
Instead, ask yourself: “How do we become known for those things we do best among the prospects most likely to buy our service?”
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Marketing is viewed by executives at logistics business as an expense, not an investment. To change this perception, marketing measurement must focus on sales results, not activities. Keep C-level reporting focused on sales with these four reports. Do that and you’ll be seen as buttoned-up, results-oriented, and personally accountable. Read the Full Article