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Building Your Digital Audience with Content Marketing

With today’s fragmented communication and marketing channels, and complete control resting in the hands of the consumer, companies are forced to rethink their go-to-market strategies. Joe Pulizzi, founder of Content Marketing Institute, says to focus on the relationship of the customer. Many companies treat content like advertising, not taking into consideration what the consumer actually wants and values. He says, “You must create value for your audience BEFORE you extract value.” Pulizzi argues to reverse the common strategy. Instead of pursing and bombarding leads, first build a relationship with your audience, and leads will follow.

Pulizzi outlines how to build a relationship with your audience through valued content in his book, Content Inc. Here are a few of the key take-aways:

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The Emergence of People Analytics

 

The demand for talent has been picking up for the past few years, perhaps to the degree that the balance of power has shifted from employer to employee. Employees are also becoming more mobile and willing to work as contracted specialists and independent consultants, a development that has compounded the challenges associated with hiring, engaging, and retaining staff.

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7 Steps in Crisis Communications Planning: Preparing for Hurricane Florence



As Hurricane Florence fast approaches the Carolinas, transportation companies are scrambling to reroute cargo and set up alternate supply lines. The storm's impact on supply chains will depend on a few factors: where it strikes, how far inland it travels, and where flooding events occur, according to Supply Chain Dive

"If there is extensive flooding in the area, as there was during Hurricane Harvey, the disruption could cause rates to remain elevated for weeks. If the damage is confined to the coastal areas, the supply chain impact of Florence will likely be less severe than Harvey, because while Houston is an important regional hub, the major Southeast regional hubs — Atlanta, Charlotte, Memphis — are not in Florence's path," said Peggy Dorf, an analyst at DAT.

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How to Engage Your Customer Base: Observations of Trimble in.sight Conference This Week

By Brian Everett, CEO of the Transportation Marketing & Sales Association

When you think about the four phases of the Buyer’s Journey (Attract Suspects and Prospects, Convert Leads, Close and Retain Customers), many companies don’t place nearly enough energy and resources into expanding business with current customers and turning them into your biggest advocates.

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State of Freight Market Bodes Well for Providers

By many indicators, the economy is strong – but where will it be in the months to come? And with consumer demand at high levels, how long will this last? And with capacity challenges, the ongoing driver shortage, and burdensome regulations, what is the overall outlook for providers of commercial freight services?

These are common questions currently being asked in the commercial transportation industry. A closer analysis at economic trends analysis provides some educated perspective.

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TMSA Members Recognized as Top 100 3PLs

Inbound Logistics, a TMSA Affiliate member and Media Friend, recently announced its Top 100 3PL Providers list, a qualitative assessment of service providers that Inbound Logistics editors feel are best equipped to meet and surpass readers’ unique supply chain and logistics needs. It includes well-known companies, niche providers, and newer companies offering specialized logistics services. Congratulations to these TMSA member companies who made the list in 2018:

Approved Freight Forwarders

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Engagement and Retention of High Potential Leaders

This is a true story: In a meeting at a popular technology company, the CEO and his team had just completed their annual talent review of up-and-coming leaders within the company. Retention of top talent was a high priority, and the CEO gave an example of “Joe,” a direct report of the Chief Operating Officer. The strategy included giving Joe a huge raise and assigning him to a high-visibility special project in addition to his demanding day job. The CEO stated that these actions would ensure Joe doesn’t become a flight risk.

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TMSA Members Win Quest for Quality Awards

Logistics Management, a TMSA Affiliate member and Media Friend, recently announced the winners of the 35thAnnual Quest for Quality Awards. The Quest for Quality Awards are the gold standard for customer satisfaction and performance excellence for carriers, ports and logistics providers worldwide. These companies, including several TMSA members, have reached the pinnacle of service-excellence over the past year no matter how many economic, regulatory or operational pressures they continue to face. Congratulations to these TMSA member companies who earned Quest for Quality gold. 

National LTL Carriers
J.B. Hunt Transport Services

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Think Change is Hard? Try Unlearning Supply Chain Management

There were many sessions at the TMSA conference in June that made an impression on me, but the one on Unlearning Supply Chain Management by Adrian Gonzalez of TalkingLogistics.com, did that and more.

It was a bit of a mind bender. Did you ever see the episode of West Wing entitled “Cartographers for Social Equality” where the group of cartographers (i.e. map-makers) remove the “European bias” of the world map and propose a more “correct” depiction of earth?  

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Is Your Brand Message Aligned to Your Key Audiences?

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

Companies and brands do a lot. They often have many products, services, business lines, geographies and audiences to represent. With so many dimensions to embody, how do you communicate a consistent, successful brand to the marketplace?

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3 Practices of High-Performing Teams

In ancient mythologies from around the world, it’s common to find gods and monsters bearing multiple heads, and such beings are depicted as formidable and difficult to defeat. It turns out the ancient people were not just creative; they had good business sense too.

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Inbound Logistics G75 Recognizes TMSA Members for Sustainability in 2018

Inbound Logistics, a TMSA Affiliate member and Media Friend, recently announced its annual G75 for 2018 — a carefully curated list of 75 companies that go above and beyond to ensure their global supply chains are sustainable, and their operations are socially and environmentally friendly. These companies, several that are TMSA members, have spent years developing and implementing best practices to ensure the footprint they leave on the world is a positive one. Congratulations to these TMSA member companies for their accomplishments that allowed them to make the list in 2018:

Averitt Express, since 2004 has lowered CO2 emissions by about 27 percent, reduced nitrogen oxide emissions by 50 percent, and cut particulate emissions by 52 percent.

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What if Your Top Sales Manager Quits?

Imagine this. One of your top sales managers has asked to meet with you. You settle into your morning coffee, take a seat at your desk, and invite the sales manager into your office. Right away, you notice something off in his tone.  And then it happens … he delivers his two-weeks’ notice.

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Are You In The Group?

TMSA offers a great deal of value to marketers and sales professionals. Here is my personal experience:

“I was new to transportation when I joined TMSA. I saw value in learning from other well-respected companies about their marketing programs. I learned a lot in those early days and now am able to share what our program looks like at Bison. Additionally, the greatest value I have gained is having friends that I trust and respect, that I can ask for or provide help to, brainstorm with, and talk through common challenges”. #IamTMSA

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How CRM became a Bad 3-letter word

By John Golob, President and Founder of Lanetix, a CRM software company exclusively focussed on the transportation and logistics market. John has worked in CRM software since 1994.

I enjoy seeing the Marketing Director and her colleague at the TMSA Conference in Fort Myers; they’ve worked together for years and last June, they were brimming with excitement over their CRM project, green-lighted by the trucking company's CEO.

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Unraveling the mysteries of the shipper's mind

 

I’m always amazed by the truth. Like most people, I’m a champion at trying to read people’s minds and interpret people’s actions. And like most people, I’m often wrong. That’s why the shippers panel at this year’s TMSA Logistics Marketing & Sales Conference was such a powerful experience.  

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7 Qualities of an Effective Personality Assessment

By Jacque Casoni

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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.”

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10 Tips for Migrating Your CRM System

 

By Jennifer Karpus-Romain, Director of Marketing for Intelestream, a Chicago-based Customer Relationship Management (CRM) product development and consulting firm that offers solutions related to business processes and CRM technology. 

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TMSA Provides Baseball Cap Special through Halo

Looking for a unique promotional item that can be given to customers, prospects, employees or even your drivers? 

TMSA is pleased to provide a special promotion to all TMSA Members on a significantly discounted quality baseball cap. Now you can purchase an order of branded caps with your company logo (3D embroidery and back flat embroidery) for as little as U.S. $3.99 each!

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