Sainsbury’s is the third largest chain of supermarkets in the UK. In June of 2011, a 3 1/2 year old girl called Lily Robinson wrote a letter (with the help of her mom) to the supermarket chain posing a simple question. Why a certain type of bread sold by the chain is called “Tiger Bread” when it really has the markings of a “Giraffe”?

How Sainsbury responded, is a textbook example of how other companies should handle customer service. The response isn’t dry, and stock. It’s a personalized response to the little girl, that uses language a three year old can understand. Also attached was a £3 (almost $5) gift card – enough to buy the bread and some sweets.

Lily’s mom posted the original response letter on her blog site, and though the response received some attention from blog sites, Twitter and Facebook, it really went viral of January of this year. The letter has been “Liked” nearly 150,000 times, and shared nearly 50,000 times on Facebook, and it’s been commented on thousands of times.

This simple act, of Sainsbury’s responding to a little girl, has generated a massive amount of publicity that would have otherwise cost thousands upon thousands of dollars for the company. Companies should not be afraid to embrace social media. A well laid out social media strategy will be a benefit to your company.

In the trucking industry for example, each major social media platform has its suitable uses. Facebook for example, is a great place for hiring drivers, as well as building company culture around your employees and your brand. LinkedIn is a great way to generate leads as well as network. Canadian carriers are under-utilizing social media, and it’s time for them to, get on board.

Everyone has heard how important location is in creating a successful enterprise, especially in the restaurant business. We now have a chance to see if a well established product, great reputation and professional execution can offset a location with a long history of failure.

For folks like me (that have worked in proximity to the Toronto airport for most of my career), a once popular location has been revitalized. Pepi’s was a fast food joint on Derry Road just east of Torbram. It was right on the flight path and in its day was a very popular spot. Then the large McDonnell Douglas plant closed down, the major banks moved out of the area and the once well know eatery died a slow and painful death. It was vacant for many years and several entrepreneurs tried to bring it back without success.

A few months ago Zet’s, a 24 hour greasy spoon on the strip, took it over and breathed new life into the old location. A major facelift began including a freshly paved yard, new signage, new paint, a fresh interior…every detail was covered. They manned it with staff from the other restaurant and had 3 times as many people serving you, compared to previous renditions.

We went the other day for lunch. It was busy and although it had a limited menu and hours, compared to the airport road location, it was very professionally run, the food was well prepared and the menu fairly priced. The service was quick and friendly and everyone sported matching shirts with their updated brand prominently featured.

I think they did it right and will be a success. It’s well marketed and manned and I believe their attention to detail will make the difference in keeping their doors open and their business prospering. Time will tell.

Lee’s Quote for the Day

“Sometimes, the details that matter most, are paying attention to the details most will never even notice.” 

If you take a survey of top executives in the transportation industry, how many would say that marketing their company is important? I think most would agree that it is required. I would also suggest that most don’t make the budgets or time available to make it happen.

Typically, a sales and marketing VP has their hands full managing reps and their share of major accounts. They may have a flair for marketing but probably very little training on the subject. The biggest synergy between sales and marketing disciplines are they both have to tell a compelling story and communicate the unique reasons why their product or service is the better choice for prospective buyers. Maybe that’s why they have been lumped together in the B2B transport sector, while they are very much separate functions in consumer products.

My experience with the owners and presidents of transportation companies is that very few are marketers. I would say they are typically deal makers, know their numbers, great at attracting the right people to their team, and workaholics by either necessity or nature. In my 23 year career, I would say the original owner of Concord, and the folks heading up Challenger and MSM have been the biggest believers in using marketing to grow their business.

Sometimes it can be a little thing that gets you noticed. A good example is when CN recently adopted the paint scheme from their train engines to their highway tractors… simply brilliant!

We find many companies think about it, want to do it but the reactive nature of the business keeps them from taking the steps necessary to make it happen. Other things take priority and the marketing that’s required is put on hold waiting for a better time to address it.

Here’s the deal. The time to address it is now. We’ve seen a dramatic change in the last year and a half with the ROI on web marketing. The transportation industry is behind. Especially in web marketing. The primary focus is on existing customer shipment visibility. That myopic view is limiting opportunities. It doesn’t cost that much to take greater advantage of the power of the web across these additional 4 areas:

• Cross sell services to existing accounts not using your full menu of services-the easiest way to grow your business
• Utilize search engine optimization techniques to create awareness to those buyers looking for a service that you provide, who are not currently aware of your company
• Advertise your unique message to potential drivers, sales people and other positions within your company-positions that are getting harder and harder to fill with good candidates
• Make a favourable impression with potential partner carriers and companies considering your company as part of a RFP for your services

Lee’s Quote for the Day!

“If you wait for the perfect time to take action, the only action you will take is waiting for the perfect time”