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Marketing Budget Priorities Shift during COVID

During the COVID crisis, marketing professionals in the transportation and logistics industry have dramatically shifted the focus of their marketing dollars. Before the COVID crisis began having a significant impact on the North American economy in February of this year, a significant portion of marketing budgets in transportation and logistics were focused on customer acquisition and lead generation. In fact, according to the 2020 TMSA Marketing & Sales Metrics Study, approximately 33% of marketing budgets were focused predominantly on customer acquisition and lead gen. Another 24% of marketing budgets were focused on brand awareness, according to the study.

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Purolator Leverages Video to Emphasize Key Brand Messages

More and more, video is being used strategically by marketing professionals in North American freight transportation to strengthen its brand, emphasize key messages, and engage prospects, customers, and key stakeholders. This is becoming even more commonplace as brands are brought to life in the virtual ecosystem of websites, social media, and now virtual meetings because of COVID-19.

Case in point: Purolator Inc., Canada’s leading integrated freight, parcel and logistics solutions provider. Purolator introduced a powerful video the emphasized key talking points by John Ferguson, the company's President and CEO (A sidenote: Ferguson previously served on the TMSA Board of Directors and also served as President and Chairman from 2005-2008 when he was in sales and marketing leadership roles with PBB Global and Schneider.) 

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8 Ways to Zoom Like the Pro You Are

If you're anything like me, you likely have increased your interaction with customers, staff and partners 10-fold with video conference calls through this COVID situation. We have replaced most of the in-person meetings that have taken place with a virtual version - and I've heard from some TMSA members that this may become more of a general practice as companies consider a virtual workforce as a long-term option. Yes, it seems video conferencing is here to stay in some capacity.

So how do you present like a pro on these platforms? Here are eight tips:

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Significant Growing Trend: Use of Technology in Marketing, Sales

Technology innovation and digitization are disrupting almost every process across transportation and logistics enterprises, ranging from methods of shipment, freight management, and supporting administration activities such as documentation and freight payments.

Market demand shifts such as same-day shipping and last-mile delivery are game-changers, and emerging blockchain technologies are rapidly accelerating the changes and innovation within the industry.

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The Power of Video

By Michael Cardwell, President, Digital Brew

As an affiliate member of TMSA, we at Digital Brew know how chaotic the essential supply chain industry can get, even without a pandemic sweeping the nation. And when information changes without a moment’s notice, it becomes extremely difficult to keep everyone in-the-know. 

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Halo Branded Solutions Offers TMSA Members COVID-19 Protective Masks for Operations Workforce

 

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Coronavirus and Your Workplace

Addressing Sick Leave, FMLA, Pay, Privacy, and Actions You Need to Take

By Terri L. Dougherty, PHR, SHRM-CP, J. J. Keller & Associates, Inc.

The outbreak of coronavirus disease 2019 (COVID-19) presents new challenges in the workplace as employers strive to keep businesses running, comply with regulations, and support the health and well-being of their workforce. A business’s response to this crisis needs to minimize the spread of the disease in the workplace while reducing the risk of noncompliance with Occupational Safety and Health Act (OSHA) regulations and employment laws such as the Family and Medical Leave Act (FMLA) and Americans with Disabilities Act (ADA).

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COVID-19 Outbreak is a Crisis: How Are You Managing Your Issues?

The COVID-19 (coronavirus) is a crisis with complex potential impacts on companies in transportation and logistics. According to some attendees at the TMSA Connections event at MODEX in Atlanta yesterday, shippers are implementing new procedures for professional truck drivers making deliveries and arriving for pickups. Third-party logistics providers and motor carriers are being asked by their customers to provide them with detailed information about how they’re addressing this crisis in their own operations to help them maintain a safe, secure supply chain.

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Google Considers Penalizing Slow-Loading Websites

Internet search giant Google is playing with the idea of identifying slow-loading websites by displaying a “Usually loads slow” splash screen in place of a homepage when someone is trying to visit such sites, according to an article in Transport Topics. The move, which Google detailed in a recent blog post, would have a chilling effect on any transportation industry website that Google deems too slow to load. A “Usually loads slow” splash screen served up by Google would pretty much be the kiss of death to your website, encouraging a web surfer to move along to a competitor’s site with better performance.

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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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TMSA Recognizes the Volunteer Leaders of its Many Committees

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 second of a three-part series recognizing our volunteer leaders, this article recognizes the current chairpersons of TMSA’s many committees. All of these individuals also serve on the TMSA Board of Directors.

One of the primary ways TMSA members find value from their involvement in the association is by gaining access to relevant content and education through monthly webinars, our annual conference in early June, and specialty programming such as TMSA Sales Training Workshops and the TMSA Digital Transformation Conference in the fall. Co-Chairs of the TMSA Education Committee are:

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TMSA Valentine’s Shout-Out: We LOVE Our Volunteers

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 first of a three-part series recognizing our volunteer leaders, this article recognizes the current TMSA officers team.  

This Valentine’s Day, instead of expressing your love to friends and family, why not spread some joy to the industry in which you work? In fact, what makes some of our volunteer leaders so unique is because they are motivated to give back to the industry. Let’s take a look at some of our amazing leaders who love to give back in the form of volunteering.

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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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TMSA: Looking Back at 2019, Looking Forward in 2020

By Brian Everett, CEO of TMSA

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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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Top 5 Google Insider Strategies for Boosting Qualified Leads

Google’s algorithms calculate which transportation and logistics companies are on page 1, according to Nathan Misirian of Autumn Consulting. He was one of the featured speakers at the TMSA Digital Transformation Conference this last Tuesday in Chicago. He said there are five areas to concentrate to strengthen your SEO:

  • Title and Description Tags. Misirian advises that it’s important that title algorithms are a maximum of 8 words, punctuation is limited, and consistently lead with a company name. When it comes to description algorithms, ensure there is a maximum of 18 words, reuse 3 keywords from the title, use only one sentence, and limit punctuation.
  • Integrate Keywords in Navigation. Ensure title and description keywords match, use up to three words, and link directly to a keyword-rich page name.
  • Readable Banner Text. Misirian recommends to make sure to separate text from image layer, ensure that title/description keywords match, match to navigation keywords, and link directly to a keyword-rich page.
  • Page Headings. He recommends using two headings per webpage. Make sure to separate text from image layer, match title/description keywords, match navigation keywords, ensure page name uses multiple keywords, and make sure page title matches keywords.
  • Keyword Hyperlinks. Make sure to use keywords in the first sentence, use multiple words for hyperlinks, use 3-4 paragraphs of content, match title/description keywords, match navigation keywords, ensure the page name uses multiple keywords, and make sure page title matches keywords.