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Meet Our TMSA Board Members at Large

TMSA is a volunteer-led professional association, and we have built the strength of our community as an association through the hard work, dedication, creativity, and strategic leadership of our volunteer leaders. The third of a three-part series recognizing our volunteer leaders, this article recognizes the members at large of the TMSA Board of Directors - individuals who volunteer their time, talent, and expertise to help the organization become the best it can be in serving marketing, sales and business leaders in the transportation and logistics industry.

Lina Acosta, Chief Marketing Officer, GLT Logisticsgives back in knowledge and empowerment to the industry. She's volunteers as a member of the Board of Directors at the TMSA and as the Vice President of Programs and Marketing Chair for the CSCMP South Florida Roundtable. "I have also created with GLT an educational program for people working in the logistics and supply chain business called GLT Logistics Sessions," says Acosta. "These sessions are events that offer insightful material about specific business topics, providing information and tools that attendees can apply on a daily basis, boosting efficiency and developing higher skills in the people of our industry." In fact, earlier in February Lina hosted TMSA's CEO Brian Everett to present a session in Miami on the importance of marketing, sales, and business strategy in transportation and logistics. 

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The Math Behind a Super Bowl Ad

By Joe Pulizzi, author, founder of the Content Marketing Institute, and speaker at past TMSA events.

So, another Super Bowl is here. For those advertising during the Super Bowl, the average 30 second spot will cost approximately $5.25 million dollars to reach over 100 million viewers worldwide.

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Internal Communications Success Depends Upon Culture, Integration, Engagement, Measurement

As with any successful business, companies in transportation and logistics continue to look at ways to effectively communicate with and engage their workforces. With 45% of TMSA members directly responsible for communications and another 8.5% for HR/driver recruitment, many look at internal communications and engagement strategy to be the glue that holds together the company.

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Freight Vision 2020: Q&A from Transportation Marketing & Sales Leaders

TMSA asks a several marketing and sales executives their perspectives about marketing, sales, and industry issues. This is the fourth and final installment of a 4-part series that provides perspectives from TMSA members on predictions for freight transportation in 2020 – and the impact Marketing and Sales can have on overall business success.

What do you see as the most significant challenges in freight transportation in 2020 – and solutions to them?
Chuck Everett, Director of Business Development, Red Classic Transportation Services: The single biggest challenge will be the continued contraction of capacity. With ELD rules impacting operations, drivers continuing to exit the profession, and the closing of some significant carriers, the coming year will continue to be very challenging across the industry.

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Freight Vision 2020: Digital Transformation Will Be A Game-Changer

This is the third installment of a 4-part series that provides perspectives from TMSA members on predictions for freight transportation in 2020 – and the impact digital transformation and CX can have on overall business success.

“Digital Transformation” is a hot topic these days, and a very real challenge in 2020 is going to be determining the right technology to adopt, according to Greg Roberts, Director Business Development, Matson Logistics, a leading provider of ocean transportation and logistics services.

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Freight Vision 2020: Pressure on Rates, Bankruptcies, Regulations Anticipated as Major Challenges

This is the first installment of a 4-part series that provides perspectives from TMSA members on predictions for freight transportation in 2020 – and the impact Marketing and Sales can have on overall business success.

One of the big challenges is downward pricing pressure on freight transportation while service demands continue to increase, suggests Crystal Lahr, Sales Director for ATS, a Minnesota-based provider of over-the-road highway, maritime, projects and logistics services. Lahr serves on TMSA’s Sales Advisory Council. “Brokerage relies heavily on small to midsize carriers for capacity and the pricing pressure along with rising driver wages, equipment costs, insurance costs, etc. is straining carrier’s business” Lahr says. “Because of that, we anticipate we will continue to see carriers struggling in the marketplace throughout 2020 until there is a pivot in freight rates in a positive direction.”

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Creating Togetherness: Aligning Sales and Marketing

Misalignment of sales and marketing in costs much more than leaders in transportation and logistics think. According to Jeff Davis, keynote of the TMSA Digital Transformation Conference in Chicago this last Tuesday, it’s estimated that lost sales productivity and wasted marketing budget cost companies at least $1 trillion each year.

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Best Practices in Advertising: NFI Recruits More Female Drivers

Transportation and asset-based logistics companies are attracting more female drivers by highlighting women on the job in their paid advertisements and media relations initiatives. One transportation company successfully doing this is NFI Industries, which was featured as a best practice in advertising this week at the Women In Trucking Association's Accelerate! Conference & Expo in Dallas, Texas. The Transportation Marketing & Sales Association was represented as one of the exhibitors. 

According to Beth Potratz, President of Drive My Way, relative content through paid advertisements can help people envision themselves working for a particular transportation or logistics company. Potratz, who leads Drive My Way (a recruiting platform matching drivers and owner-operators to over-the-road trucking jobs), facilitated a panel discussion that highlighted advertising best practices of NFI, a New Jersey-based carrier specializing in transportation, warehousing and intermodal services

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Growing your Highest Potential Customers: A Roadmap

Do me a favor: take a look at your current customer list and ask yourself, which of these customers can we not afford to lose? Got it? Now, do you know what’s being done to make sure that doesn’t happen? Finally, do you think other leaders in your organization would answer those questions the same way you did?  If you answered “no” or were less than confident in any of these, it may be time to create or revise your key accounts strategy.  This can lead to:

  • Alignment on high potential customers
  • Deeper relationships and broader business with selected customers
  • Employees capable of growing those relationships
  • More consistent business and improved forecasting with selected customers

So how do you get there? Leverage our 5-step model to create a strategy that works for your business.

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What Can You Do With a Worthless August?

Outside it’s warm, but muggy, sunny, but hazy and beautiful, but buggy. It’s summer in all its glory, but let’s face it, August is tough. It creates tension while promising relaxation. Even those of us lucky enough to go on vacation can’t escape feeling a little anxious. It’s like we’re 13 again and know school is just around the corner.  

In this month, people can behave rashly—even erratically. As slow as August can be, one should never underestimate it. The eighth month is notorious for market swings, changes in work roles and responsibilities, vendor shifts, territory grabs and relationship changes.  

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Leveraging Sales Feedback with Marketing to Drive Results

At TMSA’s Annual Conference last month, I had the pleasure of hosting a discussion group of sales and marketing practitioners on the topic of “Leveraging Sales Feedback with Marketing to Drive Results.” At first, I was fearful that it might evolve into more of the same old ‘sales wants more leads from marketing’ type of discussion. However, I was delightfully surprised at the level of interest in collaboration and openness across both functions sitting around the table! I was also surprised that the same challenges were present across multiple participating companies.    

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Set Your Compass to True North

What’s the next job, folks? Internal newsletter? Customer portal on a website? Driver recruitment campaign? Whatever it is, make sure you know WHY. A solid WHY points everyone involved in the same direction toward a stronger organization. 

Likewise, a nebulous WHY has nebulous results. Here are some nebulous WHYs:

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More Transportation Companies Are Looking at Sales Holistically

Sales strategy and operations are becoming more sophisticated among companies in the transportation and logistics industry. At least that’s the findings from the 2019 TMSA Marketing & Sales Metrics Study.

This year marks TMSA’s fourth annual sales and marketing metrics study. The Transportation Intermediaries Association (TIA), the Intermodal Association of North America (IANA), and Transport Topics magazine promoted participation in this study. At the 2019 TMSA Logistics Marketing & Sales Conference last week, TMSA’s CEO Brian Everett made the observation that many companies are looking more holistically at their sales strategy and operations.

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TMSA Conference Insights on Shipper of Choice

Customer Experience (CX) was the theme of the 2019 TMSA Logistics Marketing & Sales Conference at Amelia Island, Florida. As marketers and sales professionals within transportation and logistics, creating a delightful experience for our shippers is often the first “Customer” we think of when we look to improve. One peer-to-peer conversation during a working lunch roundtable session with leaders from carriers, brokers, technology firms, transportation media and shippers confirmed that holding shippers accountable to providing a first-rate experience for truck drivers is an equally compelling priority.

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Customer Experience (CX): Myth or Reality in Transportation and Logistics?

So what do my customers want? The savviest executives in the transportation and logistics industry are now asking this question, as evidenced at the annual TMSA Logistics Marketing & Sales Conference last week at the Omni Amelia Island Plantation Resort near Jacksonville, Florida.

“Companies in this space understand that they are in the customer experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers,” said keynote Robert Rose, Chief Troublemaker of The Content Advisory, a strategy, advisory and education group for The Content Marketing Institute.

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4 Stages of Inbound Marketing

By Brian Everett, CEO, Transportation Marketing & Sales Association

There’s no question that the transportation and logistics industry is in a current state of rapid change, thanks to a large degree to to the evolution of technology. Shipment tracking and tracing, GPS, blockchain, and electronic messaging with customers, providers and drivers are just a few examples that are greatly impacting transportation operations.

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Is a Customer Experience Strategy Critical for Transportation Companies?

By Brian Everett, ABC, Chief Executive Officer of TMSA and Senior Partner with MindShare Strategies, Inc., an association management company specializing in the management and marketing of associations in the transportation and logistics industry.

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Print Magazines Dead? Bite Your Tongue (6 Reasons to Rethink Print)

By Joe Pulizzi, Content Marketing Expert, Keynote Speaker and former Consultant to TMSA, and Entrepreneur. Founder of the Content Marketing Institute and the Orange Effect Foundation.

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A 4-Step Cycle for Strengthening Your Company Culture

By Nathan Sanfaçon of thinkPARALLAX. Nathan’s natural interest in sustainability and CSR gravitated him to thinkPARALLAX, where he helps to evolve the agency’s brand and works with clients on high-level strategy. He is passionate about empowering organizations to discover and celebrate their impact, in turn creating meaningful change and catalyzing long-term success.

An organization’s culture is arguably its greatest asset. Culture attracts and retains top talent, rallies employees to find innovative solutions to problems, protects the company from outside threats, and is the key driver for pushing the organization forward. So it is no surprise that instilling, nurturing, and continually strengthening a healthy and thriving culture sits at the top of the list for organizational leaders. At thinkPARALLAX, we work with our clients to strengthen their culture through extensive employee engagement, training, and professional development. The engagement tactics and communication strategies that we offer are derived from a core philosophy dissecting what a strong culture looks like, and how to go about strengthening it. We break down that philosophy here:

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TMSA Seeks Chief Strategy Officer

As TMSA expands its value proposition and service offerings to members, the association's Board of Directors has approved the decision to expand staff resources that will support the growth of the association.

This newly created position, Chief Strategy Officer, will be responsible for assisting TMSA CEO Brian Everett with developing, executing, communicating and sustaining strategic initiatives of the organization. This individual also will work closely with Everett and the Board of Directors to develop the organization’s vision and strategic focus and overseeing implementation of initiatives through committee engagement and staff resources.

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