Filtered by category: Marketing Clear Filter

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.

Read More

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.) 

Read More

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.  

Read More

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.

Read More

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. 

Read More

2020 Metrics Study Results Show Digital Continues Strong Growth

Marketing budgets in transportation and logistics continue to demonstrate a strong presence of digital marketing activities, said Brian Everett, TMSA’s CEO at the TMSA Digital Transformation Conference this last Tuesday. In fact, according to preliminary results of the annual report published by TMSA, digital advertising now makes up 14.5% of the annual marketing budget, website/SEO comprises 12.2% of budgets, content creation and marketing constitutes 12.2%, and Email marketing comprises approximately 5.3% of the marketing budget.

Read More

Why Marketing Should Always Be Spelled with a Capital “M”

By Laura Patterson, president of VisionEdge Marketing, a recognized pioneer in the Marketing Performance Management (MPM) space. She is a past presenter and thought leader at the TMSA Logistics Marketing & Sales Conference and specializes in marketing accountability, marketing analytics, and marketing operations.

Quite a few years ago we had an intense debate over my insistence on capitalizing the word “Marketing.” You’re probably laughing right now thinking what a waste of energy and effort. Maybe you’re thinking what’s in the water in Texas? In looking back however, this turned out to be an extremely important conversation for us. I hope it will spark a similar conversation around your table. Let me share a bit more about our discussion.

Read More

The 4Ps - What They Mean in Today's Logistics Marketplace

By Jason Ickert of Energy Transportation Group where he is involved in integrating logistics solutions across the organization and their commercial partners. Ickert is also Co-Chair of the TMSA Membership Committee and serves on the TMSA Board of Directors.

Read More

The Marketer is Dead. Long Live the Marketers.

By Asher Fredricks, MBA, Marketing Manager for FLS Transportation Services. Article 1 of a 3-part series.

Read More
1 Comments

Fear: The Elephant in the Room

Written by Asher Fredricks, Marketing Manager for FLS Transportation Services. Article 2 of a 3-part series.

Read More

7 Marketing Career Killers and How to Avoid Them

Believing in bogus platitudes. Clustering into cliques. Trying too hard to be interesting. These and four other things could stop your marketing career in its tracks, as author Becki Saltzman wrote about in her recent book, Living Curiously: How to Use Curiosity to Be Remarkable and Do Good Stuff. Each mistake is very common in the world of marketing today, and likely noticeable by anyone who has worked in an office setting. And there’s no question that each can stop a high-potential career in its tracks.

Read More

Is Your Brand Message Aligned to Your Key Audiences?

By Mark Derks, Partner and Chief Marketing Officer for Words At Work, a full-service integrated marketing communications agency. Derks also is former Director of Global Marketing for C.H. Robinson, and currently serves on the TMSA Board of Directors as Director of Finance & Strategy.

Reflections from facilitating an interactive roundtable discussion at the 2018 TMSA annual conference.

Read More

Trucking's secret sauce for product success: Finding the right marketing mix

A search for logistics startup companies in Crunchbase returns over 3,000 results. Add in trucking and shipping and that number grows further. All of those companies believe they have disruptive products that will become the next big thing in trucking. But as good as their products may be, they are also competing with existing companies for visibility and market share in an increasingly crowded space. To conquer that space, a company needs the right mix of product innovation, marketing, sales and promotional efforts. Some companies are large enough that they dedicate entire departments to this while others choose to outsource these functions.

“The big thing for us is two-fold,” explains Thom Schoenborn, vice president of marketing for Instructional Technologies (ITI), which outsources its marketing and PR efforts to LaunchIt Public Relations. “One is skill-set, and the other is resources, which is to say budget and time.”

Read More

1 Out of 3 Qualified Leads is Unacceptable

By Ian Addison, LinkedIn ABM. If you find this article interesting, Addison will be presenting a live TMSA webinar, "Real Account-Based Marketing Using LinkedIn," on June 1 at 11am Central. > Register Now

Before taking an Account Based Sales & Marketing approach, Schneider Logistics was seeing maybe 1 out of 5 leads engage successfully. In speaking with many other complex solution-sales companies, I am finding that has become a growing trend.

Read More

Video Content: Top Uses In Transportation and Logistics

Video is rapidly gaining popularity as the most effective way to drive your marketing strategy. But it's important to know how you're wanting to use video in your overall strategy - and integrate it into your marketing in a thoughtful, relevant way. Many TMSA members are doing so, and we recognize them for their intelligent use of video.

There are several ways that video can be used in your marketing. Let's take a look at how a few transportation and logistics marketing companies (and TMSA members) are using video:

Read More

Bison Transport: Driver Recruiting Best Practices

This is the final installment of a 3-Part Series: Recap of the TMSA Connections Seminar in early October in Chicago.

More and more, driver recruiting and engagement is becoming a priority for marketing and communications professionals in transportation and logistics – particularly with the every-challenging driver shortage. More than 40 marketing and sales professionals in transportation and logistics pre-registered for the TMSA Connections Seminar recently held in Chicago. The group learned about some of the best practices in driver recruiting from Lionel Johnston, Corporate Marketing Manager with Bison Transport, one of the largest carriers in Canada. Johnston also is Chair of TMSA’s Communications Committee. 

Read More