Filtered by author: Brynn Everett Clear Filter

The New Golden Rule of Leadership

"Treat others how you want to be treated."  

I remember someone earlier on in my life passing along this nugget of wisdom and it made sense back then. For example, I like to be direct and straight to the point. So, as a leader, I was direct with everyone and assumed they were on the same page as me and were as short with me as I was with them. I don't like being told what to do, so I ensured everyone around me felt empowered and I expected no one to tell me what to do. I'm also a big hugger, therefore everyone gets a hug and I expected one in return (pre-Covid). I do my best to ensure people get what they need, therefore I expect everyone to make sure I get what I need. Makes sense, right?  

Let's dig in a bit deeper and think about this in terms of 4 basic human needs we have all shared since the dawn of time.  

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Creating Your Own Digital Brand Experience

COVID has dramatically changed event marketing strategies – particularly as they transition to either full-on virtual or a hybrid version of virtual/live. A TMSA Affiliate member, Exhibitpro explores in a 2-part series what these means to today’s marketing and sales professional in transportation and logistics. This is Part 2, which focuses on organizations that are interested in creating their own events – whether it be user conferences, workforce events, or anything in-between.

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Virtual Events: Making the Right Call for Your Company

COVID has dramatically changed event marketing strategies – particularly as they transition to either full-on virtual or a hybrid version of virtual/live. A TMSA Affiliate member, Exhibitpro explores in a 2-part series what these means to today’s marketing and sales professional in transportation and logistics. This is Part 1, which focuses on what marketing and sales pros should be considering when determining the virtual events in which they will participate. 

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See Most Successful Marketing Campaigns in Transportation

What are the ingredients to a marketing campaign that packs punch and generates results? Think about the fundamentals. Once you’ve identified the business need, challenge or opportunity, you need to clearly define your goals and objectives. Many smart marketers focus on SMART goals (Specific, Measurable, Achievable, Relevant and Time-Based). Then it’s all about the development and execution of the strategy, all while measuring meaningful metrics and working toward generating the intended business results.

Along with these fundamentals, when it comes to marketing strategies in transportation and logistics, there are many unique factors to consider. Take a look at some best practices in marketing and sales specifically in this industry. TMSA recently announced 14 marketing and sales strategies that earned the 2020 TMSA Compass Award of Excellence and are considered best practices in marketing and sales specifically in the transportation and logistics world. Another 18 campaigns earned a TMSA Compass Award of Merit. Here’s a sneak peek at some of the most effective marketing and sales strategies earning the highest scores in this year’s competition. TMSA members can gain access to the full details of these award-winning programs in the Best Practices Library in the Members Only section.  

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Are You Growing or Dying?

July is always a turning point in the year for me. Half the year is gone, the rest of the summer goes by in a blink and all of a sudden its Q3. This July feels so different for a myriad of reasons, and the world has changed so much in the last 6 months. We are all feeling the impact personally and professionally, and while you’re probably sick of people talking about the “new normal”, but the brutal truth is the world isn’t, and in many ways shouldn’t, just go back to the way it was. So, if you are hoping you could just wait this out and get back to your status quo, consider this your wakeup call.

If your organizational strategy is the same as it was last year, you might be in a tough spot soon (and we should probably talk) because what worked last year isn’t going to work now, or next. The same can be said for your personal skills, what got you here isn’t necessarily going to cut it going forward. Or to put it bluntly, ala Lou Holtz, “you’re either growing, or you’re dying”. Which side of that equation do you want to be on?

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“Hard Sell” Typically Means “No Sale”

Think about the last time you felt pressure from a salesperson. It could have been when you were shopping for a mattress a month ago or the last time you bought a car. Or maybe it was that random cold call you received from a telemarketer in the middle of the day last week at work. 

How did it make you feel? 

I’m guessing if you felt pressure, it wasn’t a “good” feeling at all. Instead, I expect you wanted to get out of the room (or off the phone) as quickly as possible. 

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Traditional Salesperson vs. a Trusted Advisor

You’ve got 30 seconds to write down as many words/phrases as possible that come to mind when I say the word: SALESPERSON

Go!

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3 Reasons You Need a Selling System

We hear it all the time: “I have my own style of selling.”

Or from sales management: “I let my salespeople do their own thing. As long as they’re bringing in business, I don’t care how they do it.” 

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To Outsource or Handle it In-House?

Why cost shouldn’t be your only consideration.

Everyone loves a good do-it-yourself project. What could be more satisfying than making over a bathroom yourself or installing shelves on your own? The money saved and satisfaction can be immensely rewarding. The same is true for landing pages, email campaigns, white papers and blog posts designed and/or written in-house by you or your team; they can bring cost savings and satisfaction, too. 

For the savings, the satisfaction, the control and more, doing it yourself is the ideal. But the reality is that things have to line up pretty perfectly for a DIY project to make sense in business. That’s because in business, there’s more than a lost weekend at Home Depot. Without freelancers the work is far from free and comes with the cost of internal time spent as well as the cost of potentially doing it wrong and losing leads, sales, revenue and brand standing as a result. 

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Top 3 LinkedIn Tips from TMSA Members in first inaugural Strategic Interest Group

TMSA held its first inaugural Strategic Interest Group this week, with 13 TMSA members participating in a deep dive conversation and peer networking. The discussion centered on the topic of LinkedIn Digital Strategies. Here are the Top 3 Tips for using LinkedIn that they shared: 

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Rose Rocket Maintains Personal Connections through Virtual Booth

From thinking about our own customers to looking out for our customer’s customers, we constantly obsess over every person’s experience with Rose Rocket. This is because we believe in the importance of customer experience and building genuine relationships within our industry – both digitally, and in-person. We approach our customers with this mentality, we sell with this mentality, and we serve with this mentality in mind. Most of all, we know this happens over a thousand small interactions, rather than a single big one. 

As a technology company, we’ve spent many years developing our digital strategy, and this year, we were focused on honing in on our events and in-person channels. There is power and magic in in-person interactions, which is why we believe that conferences like the TMSA are a great place to meet and connect with industry thought leaders.

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A Post-COVID World: How do we return to a ‘new normal’?

By Jennifer Karpus-Romain, Director of Marketing Services and Industry Outreach, FayeBSG

As stay-at-home orders lift around the country, company leaders and employees (as well as their customers) are trying to figure out what a post-COVID workplace looks like for them. 

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Do-it-yourself writing tips for marketers forced to do more with less

By Conrad Winter, a freelance copywriter specializing in content and copywriting for transportation and logistics

For a lot of marketing heads, the pandemic has moved their workload from bad to way worse. For years I’ve been seeing the rise of a phenomenon—marketing leads who are expected to execute an increasing number of projects. On top of steering the juggernaut of their brands, they’re also performing an array of design, production, optimization and analytical tasks. But the place I’m seeing it the most is in the amount of writing that falls on their shoulders—everything from social posts, newsletters and blog posts to campaigns, white papers, and web copy.  

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Four Winning Sales Strategies that endure beyond Covid-19

“Adaptability is about the powerful difference between adapting to cope and adapting to win.”  - Max McKeown

We’ve seen a lot of commentary in sales professional networking groups about how now simply isn’t the time to sell. At Luminaries, we believe that couldn't be farther from the truth! People who need your services are buying and you definitely can, and must, keep selling right now. Some of it involves simple adjustments to our approach: a little more empathy and grace. But we should be doing is what we should have been doing all along --- just with even more focus and discipline. It’s in that spirit that we’re providing these four tips for effective, adaptable sales organizations as they slowly get back on the road in the coming weeks and months:

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Hell in a Handbasket

By Jason Ickert, Senior Director of Business Development, ENERGY Transportation Group

Everything you've planned for in the last six months…all of the painstaking work you've put into mapping campaigns, building content, planting lead magnets, sequencing messaging, building value propositions, planning and budgeting meetings and events…everything came to a screeching halt and we have found ourselves in an unchartered waters. 

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Creating Customer Value in Challenging Times

By Tony Bodoh, Lead Strategist, The Congruity Group

When customers are feeling overwhelmed, there is a tremendous opportunity to create value. Overwhelm causes people to feel stuck, frustrated, and angry. The most creative people in good times can feel lost and confused when conditions pivot and danger or threats appear around the bend in the road. 

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Change Your Social Media Strategy During COVID-19 Crisis

During TMSA’s COVID-19 Town Hall meetings these past three weeks, participants have emphasized that they have seen an influx in user activity over the past two weeks. 

With people around the world staying home to limit the spread of COVID-19, marketing and sales professionals in transportation and logistics have been logging onto LinkedIn, Facebook and Twitter to stay informed, and to keep updated as to how other businesses are handling the situation, in order to shape their own approach.

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Marketing During COVID-19: Time to Recalibrate?

By Jim Bierfeldt, President, Logistics Marketing Advisors

Every two years, my firm surveys 100 buyers of logistics products and services to better understand how to get and keep their attention.  Recently, we followed up with some of those surveyed to learn how COVID-19 has impacted the purchasing of logistics solutions.

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Marketing Messaging in Times of Crisis

By Jennifer Karpus-Romain, Director of Marketing Services and Industry Outreach, FayeBSG

It’s challenging for any marketer to get the perfect messaging out to his or her customers, prospects, partners, and team members under normal circumstances. So this task is even more difficult during a time of crisis. It’s a bit chaotic, and no one knows what the right step forward is. 

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Leading Through Unprecedented Change

By Holly LaBoda, Partner and Co-Founder, Luminaries Consulting

How are you doing? No, really, how are you doing? As individuals, many of us are finding ourselves smack in the middle of the biggest and most sweeping personal and professional change we’ve experienced. As leaders, we have the privilege of helping others work through this change as well.  Here are three things that will help you, as a leader, more effectively lead your team right now.

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