Advertising ideas besides Cold Calls?

O

ontime

Member
Jul 2, 2009
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Hello

I was wondering if anybody would like to throw some brainstorm ideas as to how to advertise to shippers and even freight brokers besides cold calls.

Here is what I have come up with so far hoping to get some more input.

-Facebook/Twitter
-Ads with Insidetransport.com
-Door to door fliers
-Billboards in a targeted business complex area

Any input is welcome and appreciated. Especially on how to reach shippers in the US. Also would like to add that keeping this process with in a reasonable budget is ideal.

By the way whos on facebook?
 
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It's funny that you are asking these questions because I am considering hiring a marketing student this summer who can explore all means of electronic marketing (twitter, facebook etc) because I think that this is the best avenue to pursue. I see my 21 year old texting etc and they are the shippers of the future that we are going to want to reach so what is the best way to do it?
 
[/QUOTE]By the way whos on facebook?[/QUOTE]

I think just about everyone is... even 86 year old mothers trying to keep an eye on what the family is doing :)
 
Nothing is better than the cold calling. Nothing should supplant the cold-calling. Any type of advertising only serves the purpose of making the cold call not quite so cold when you make it -- brand awareness.

How to do it depends on how big you are:
- internet ads linked to industries you target
- trade shows
- sponsor a truck in the NASCAR Camping World or Nationwide Series ... if not full season, then in races that are target markets
 
The problem with Facebook and Twitter is that many companies block access to these and other social media sites. I agree with Faey that most are on Facebook but really how many use for more then keeping up with friends. When I am on Facebook, I am not looking for transport or work related ads on Facebook.

Cold calls do work but the problem with that is you get several in a week.
 
Develop yourself as a niche company whether it be a specialized carrier, specific commodity or even geographical area there are many specifics to focus on. I recommend advertising in trade publications that are focussed toward your target market, Create Brand Recognition and Cold Calls. The overall winner though has to be Networking as we are all just really in the relationship business.
 
You need the whole package

It's funny I suggested this to everyone a couple of months ago and got lambasted for it. However, it's working for us. You have to do it all. They're all pieces to the puzzle of growing your business. Here's some of the things I've learned in the new Selling 2.0 and Web 2.0 world.

1. You need to cold call.
2. You need to document your "sales process"
3. You need to measure your sales process
4. You need to split your sales procees into 3 components:
- prospecting - have prospecters do this, measure them on activity
- Farmers - have them build relationships with your current customers and nuture prospects into customers. measure them on retention and conversion
- Closers - you need to have people who know how to take a "hot lead" and close it. Measure them on new business closed.

5. Define what is a "hot lead" for you. score it! Give each one a point value.

6. You need to specialize in what your good at.
7. You need to communicate this to your potential customers
8. You need a web presence, Google, facebook, twitter and Linked in
9. Developing content for Google, facebook, and twitter is a full time job.
10. You need a blog
11 Your website needs a call to action, otherwise, what's the point
12. You need a nuturing program to convert leads to hot prospects. This can be done through a combination of mailing, twitter, facebook, linked in and your blog.

I'm building all this now. We've had some success, but far from complete. Selling in today's world is much more complicated than it's ever been. The days of lunches and golf games are over. I miss the good old days when selling meant taking a guy out for a beer!
 
It's my belief that there are many ways to advertise other than cold calls.
As in every endeavor, one should design a plan that's based on logic. Blanket marketing or a "shotgun" approach usually works well in the retail environment, but B to B or industrial sales show better results with a "rifle" or targeted market program.

Have you defined your unique expertise in a specialty market?
What, in particular are you advertising? Can you enumerate what
your selling in a minimum of words, without using any of the "industry buzzwords", like Logistics, Solutions, Supply Chain, or Seamless Integration. These over-used words are becoming like a cliche. Most people, even those in the transportation business, don't really know what Logistics Engineering entails, and that it is a specific engineering discipline that requires a university degree, and encompasses much more than moving freight by truck. Solutions require problems for their existence, and most shippers or decision makers don't like to admit to having problems, especially one that they can't solve on their own. Supply Chain, represents only one side of the equation, and I think the "Demand Chain" is a more accurate characterization of the industry. Seamless integration implies data connectivity that could tend to encroach upon proprietary or confidential information.

Trade shows, industry publications, and personal networking can be a good place to start. How about a simple hand written letter on very good stationary, addressed to the right person requesting a brief interview? Do you have a "corporate road-map", that allows you to contact the correct person or decision maker, and researched any personal information about that person, such as can be found at ca.linkedin.com, that can be used as an ice-breaker, or to impress with your initiative? If you have delineated a "target market", how much research have you done about that particular industry's requirements and future trends, prior to initial contact.

Becoming knowledgeable about all of the above requires time, commitment, and critical thinking ability.
 
Ok, So...

-Cold Calls
-Sales/Marketing Technique and Strategy
-Internet Presence (Website/Facebook/Blog/Twitter)
-Advertising
-Trade shows,
-Industry publications
-Personal networking

Your input is much appreciated!
What are some good places to advertise in the GTA?
What are our main Yearly Trade shows for the GTA?
What are our most popular Industry Publications?

Cheers!
 
target....

On time,
If you're looking for trade shows or publications, you must first figure out what you're good at.

For example if you are a flatbed guy who specializes in pipe, then you should choose a trade show where people buy and sell pipe. You should advertise in a trade publication that goes to guys who buy pipe, your marketing material should be directed at guys who buy pipe and you should be cold calling guys who buy pipe.

It sounds simple, but it really takes discipline to not run after all the other freight out there. Only go after what you're substantially better than anyone else at and just sell that. You'll get customers easier and at higher margins.
 
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