While technology continually provides hungry consumers with loads of gadgetry, the shipping industry continually stays busy moving those products onto box store shelves and Best Buy's around North America. Household names, like UPS, Freightliner and Federal Express have tried for years to monopolize the logistics industry, which may seemingly make the inevitable task of marketing the medium players rather difficult. Ever heard of Freightcom, a full-scale logistics corporation with deep Canadian and American roots? They've managed to strategically mount full-blown B2B marketing strategies which assist in driving down prices, maximize supply chains and reinvent the transportation wheel, per se - but you can, too.
It took accurate marketing plans to get theirs, and others like them, noticed and fully established as key players in the logistics world. From a marketing perspective, here's how it was done:
The Shipping Wars show depicts smaller scale logistics best: solo outfits bid for loads, attempt to lower their costs by targeting larger priced items, then bank their money to put more trucks on the road. On larger scales, warehousing and logistics companies must streamline loads to truckers, drive down costs for recipients yet maintain quick access to these loads online since, of course, out digitized world demands remote access.
Needs-based marketing doesn't grapple with other businesses, nor does it mingle with other trucking companies - the ultimate goal of marketing a logistics company is to encompass a need: getting products from Point A securely, and affordably, to Point B with the best possible margins. For distribution needs, it's all about speed and handling. For warehousing, it's all about security. Once your company has these things, it can become the global services provider that stays competitive yet in syncopation with other transport companies needing a helping hand.
Join Forces Tactically
Marketing your freight services company as 'stand alone', in today's shared shipping world, will probably sink you. DHL teams up with USPS to provide certain solutions, as does Fedex. Yet another ideology that makes marketing your logistics company simplistic is having the capacity to join forces on global scales to offer worldwide logistics.
The layman may wonder exactly how, or why, shipping companies could profit long-term by sharing space with other transportation providers. Consider this: while many companies are hastily monetizing every pixel of web space, logistics operations have little wiggle room when it comes to monetizing since operational costs can be tremendous. Therefore, if opportunity presents itself to join forces and monetize the partnership, marketing your company as 'open-minded' may improve your bottom line and should definitely be considered. More creativity is needed when marketing offline business operations whereas online businesses can bid for placement or organically optimize content for purposes of front-row visibility.
Know No Bounds
Finally, marketing your logistics company as 'boundless' would dictate that Nome, Alaska or Dawson City, Yukon can be reached with your services. If writing your marketing pitch, perhaps include a 'teaser' so interested businesses or other transportation firms interested in joining forces could visit your website to see specific areas covered. If your distribution, warehousing and general logistics offering will expand where others won't and vice versa, you already know a partnership would be suitable if both parties have similar consumer interests.
As you can see with Freightcom, anyone with small logistics in their blood could expand globally provided you've mastered your own niche, understand the market well enough to diversify and have the courage to share services when it's in the end recipient's best interest to do so.
Accurately marketing logistics services takes more than billboards and pushy emails; it's an altruistic approach that must be mastered in order to push your 'team' over the rails of success. Lacking offices globally, maybe it's time your warehousing company receive that little marketing 'oomph' in the right direction; following the lead of pros in your industry, perhaps joining forces would work better than eating breakfast alone. Think about it.