LOGISTICS MARKETING BLOG

Marketing is becoming a more relevant role within logistics businesses, but the function is rarely a driving force for the company.

The symbol of the funnel has been used for years to represent the custom acquisition process.  Lots of stuff comes in the top, and a small percentage falls to the bottom as new customers.

Conformity is a powerful force. Nowhere is it more powerful than middle school and high school.

Did you know that most vaccines contain a little bit of a disease germ?

What if we showed up at an initial meeting with a company and spent 100% of the time understanding what they care about?  No power point slides.  No stories about the industry award you just won. No selling, period.

In his wonderful blog post about “being a d#ck to everyone he meets,” Marc Ensign talks about a helpful neighbor, Dick, who eased his family’s transition, after a long-distance move, into a new neighborhood.

Buyers of logistics services are busy people who, frankly, can’t devote a lot of time to promotional come-ons from logistics businesses.

When I talk about brand positioning and marketing message strategy with logistics company clients, I sometimes use the metaphor of a spear.  You know, that pole with the dangerous, pointy thing at the end.

If you don’t have one, create a marketing dashboard for your company now.

I am an advocate of content marketing, which is basically creating useful information that addresses the challenges faced by your best prospects.