This year has had its share of change. 2011 started off with a significant shuffle in leadership, across many major carriers and was followed by some significant acquisitions by small and large carriers alike.

Our long time accounts Hi-Way 9 Express, Concord and more recently Quik X, all changed ownership. Fortunately our relationship with those carriers didn’t end and we actually made further inroads with sister divisions. Some senior people who left those companies turned to us when they joined new firms or created their own companies. The wheels keep turning…

So what’s the point? Although the industry is shy when it comes to engaging in social media trends, most professionals in the industry use LinkedIn. It’s a great resource to help keep you up to date with the changes that will likely continue to be a common occurrence in the industry. We are about to experiment with some advertising opportunities using this social network. It’s amazing how targeted a campaign you can launch in this and other social media venues.

We are currently managing the social media for a few clients. It’s an opportunity that didn’t exist a few years ago and will probably be one of the things that help us through this now tighter economic climate. On the transportation side, offering a brokerage service to capitalize on the convenience sell with existing customers is probably the most common opportunity that carriers are looking to for increasing their revenues quickly and profitably.

We can count on further consolidation but we should all keep our antennas up for new opportunities. They do exist. We just have to look to the future and ask the question “I’d like to see this happen. What did I have to do to get there?” Then keep going backwards until you come up with your first step and you will have all the steps in between. It’s a simple process that adds clarity when you can’t seem to get there from here.

Lee’s Quote for the Day

“If you think you finally have everything figured out, you’re more likely a fool than a genius.” 

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” 

I’ve heard the odd person allude to a possible double dip in the economy but for the most part (as mentioned before) it looks like the worst is behind us. In discussions with our carrier customers, most have followed a cost cutting protocol, regardless of the size, scope and nature of their business. Still, if we look at Ontario vs. Western Canada, it appears carriers can raise rates in the west, while the shippers still carry the big stick here. Available capacity seems to be the predominant trump card.