Logistics and transport companies are not uncommon in the EU and especially in Germany. In the most recent survey for 2019, there were 14,816 freight forwarders in Germany alone, plus 12,302 postal, courier and express services. Only very few of the companies behind them are in the comfortable position of not having to fear competition – realistically speaking, there should even be no such companies.
But what does this mean? It means that every company must initiate and operate numerous measures that set it apart from the competition. Of course, very well calculated prices, extremely professional communication and an overall high-quality service are the mark of such unique selling points.
However, the general external image of companies in this sector is equally important. However, in many respects, external impact is not a secret recipe of marketing psychology, but rather relies on “handcrafted” well-done procedures. The most important of these are presented on the following lines.
One of the most important rules for the company location in logistics is that the transport connections must be first-class. Beyond that, however, the frequent absence of “walk-in customers” in the original sense is too readily taken as an occasion to make the location less attractive from a building and landscape architecture point of view. In extreme cases, this therefore presents itself as a generally unappealing, over-pragmatic hall construction.
Especially under the premise that even customers who do not visit the company in person will get to know its location on the website at the latest (see point 3), considerably more should be done here.
It is also advisable to have a professional photographer (sometimes even a drone photographer) take a rich stock of photos of the site. Especially those where no details (such as truck models) are visible can be used in this way for years, provided no additions are made.
For the vast majority of logistics companies, trucks are the most important brand ambassadors in the analogue world. Because where they are, so is the company and its external image. Accordingly, the less positively both tractor and trailer stand out, the worse/weaker this is. Positive in this case means …
In addition, personalisation by the drivers is to be commended, but it should be “restrained” even within the framework of the legal requirements. Fully decorated, illuminated cabs do not look very professional to many people.
In today’s world, the website is the most important first contact with a logistics company for many customers. Here, the external impact stands and falls to a particularly high degree. First of all, it should be mentioned here that a website is never “finished”. Firstly, because in the field of web design and usability, new trends are constantly emerging and replacing others. Secondly, because stagnation in terms of search engine visibility inevitably leads to increasingly poor ranking results.
In fact, this topic is so extensive that it could easily go beyond the scope of this article. Therefore, only the most important points are mentioned here:
In addition, one basic rule must be observed, especially in the news section: If this area exists, then there must actually be “news” there, and regularly. Anyone who visits a company site at the end of 2021 and finds that the last entry deals with the company Spring Festival 2020 will rightly not get a good impression.
Some logisticians believe that the time for promotional items or “giveaways” is not only generally over, but that logistics in particular is not suitable for such endeavours. Both must simply be called wrong.
Giveaways still establish an emotional connection to a company through their quality as a physical gift – to every company and thus naturally also in logistics.
However, it cannot be denied that there are both good and bad promotional products in this respect. Accordingly, bad is everything that fulfils at least one of the following conditions:
In this sense, an informal baseball cap of the cheapest type with large company lettering on the front is indeed unlikely to be a giveaway whose costs will pay off for the company giving it away in the long term. Shopping bags, (conventional) mugs or coolies fall into a similar category – all things that at least lack any uniqueness if they are reduced to the pure factor of “printed with company name”.
We have already touched on one of the most important rules for contemporary giveaways: The advertising effect through the company logo should be restrained and only a partial component. On the other hand, it is much more important that the recipient should use the item voluntarily, gladly and frequently in everyday life. Only when this creates a pleasant feeling is a real positive and thus promotional effect generated. But what is suitable here?
Ultimately, the basic idea must be that the advertising impact comes from multifunctional practicality. And since logistics handles a completely unlimited number of products, there is a no less broad field to draw from.
By the way, such gifts not only have an effect on customers, but can also considerably support recruiting.
We make logistics fast. smart. reliable.
Sign up here!
Sign up here!