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” 

We are proud to announce the appointment of Doug Culp as VP Business Development. Doug brings 15 years of sales and marketing experience from the financial industry. His insight, energy and professionalism are a great addition to our team. Doug has an extensive background in sales development and a track record of growing start up companies exponentially. His fresh perspective and wealth of knowledge makes him an exciting addition to our firm and we look forward to his contributions to our customers and our company. Doug hails from Saskatchewan, has a degree from Brock University in Business Economics and now calls Ancaster, Ontario home. His wife Paula is a former member of the Palmer Marketing team and now cares for their two children Max and Sarah while pursuing a career in creative writing.

Entrepreneur Lee Palmer is proud of what his company has accomplished over its 20 year history.
Palmer Marketing is celebrating its 20th anniversary in discovering and communicating the unique message each transportation company has to offer. This is rolled out through a variety of media, including web, print and promotions, entrepreneur Lee Palmer explains.

Since adopting their Drill Down Deep™ process, PM has earned over 40 design awards across a variety of media. They’ve also implemented the principles of ‘Good to Great’ and have experienced many benefits from getting the right people on the right seat on the bus, going in the right direction. Palmer adds, “We do our utmost to make every project our best project. It’s definitely a challenge, but we’re passionate about what we do and our creative team can hold their own against anyone.”

The artists at PM are conversant in both web and print media and have individual strengths which define their key role within the graphics department. Collectively, they create a full spectrum of artistry, from detailed illustrations to sophisticated flash based animations.

Today, PM is poised for growth. While some larger customers are cutting back, the company has flourished through a robust increase in their web development and branding services for small to mid-size firms. They take an integrated communications approach, creating a consistent look and message across all media. PM sees the web playing an increasingly prominent role in the transportation sector, from online shipment visibility and driver recruitment, to cost effective and adaptable brand building.

PM’s web development manager, Jerry Popowicz, comments, “On the technical side, we implement secure logins, interactive forms, reporting analytics and, more recently, Intranet services for our clients. Our web business has doubled at PM compared to the first six months of last year.”

In June, Doug Culp added his 15 years of sales and marketing experience to PM. “I’m excited about where we can take this company in the future. We have everything in place to serve our customers to the fullest and realize the synergies of more defined processes that endear ourselves even more with our transportation clientele. As VP of business development, my job is to spread the word about how our firm can discover, design and deliver memorable marketing solutions for our clients,” Culp said.

Find out more about Palmer Marketing by visiting our Web site at www.trypm.com