Strong brand remains important for logistics providers

Advertising effect is judged differently by shippers and service providers – social media gaining significance – lower budgets – trend towards insourcing

96 per cent of logistics providers think working on their own brand is a key success factor. This is the conclusion of the „brand management in logistics“-market study, conducted the fourth year. The study is published by Get the Point, an advertising agency specialising in the logistics industry.

86 per cent of the responding logistics companies do actively promote their enterprise, thus meeting expectations of their customers. 90 per cent of the responding industrial and commercial enterprises deemed it as important the logistics providers advertise and establish brands. 70 per cent of shippers specified that they can be influenced in their choice of the logistics provider by their public image.

Whereas only 41 per cent of the service providers are convinced about the effect of good advertising. In last year’s study, this figure was 58 per cent. This trend also fits the lower budgets: 53 per cent of the surveyed service providers expend less than EUR 200,000 on advertising, while in 2013 only 39 per cent of the budgets were below this limit.

„The willingness to provide high marketing budgets has clearly fallen and the belief in the success of own brand work weakened,“ explains Wieland Schmoll, one of the two Managing Directors of Get the Point.

At the same time fewer and fewer service providers trust in agencies and advice from external experts. „Marketing tasks are increasingly taken over internally,“ said Wieland Schmoll. This trend could be observed for years. Over the last three studies, the share of 11 had risen to 19 and now 29 per cent.

What has also changed significantly was the expectation of shippers with regard to the activities in social media. 64 per cent of industrial and commercial enterprises wish to see a stronger commitment by service providers. In last year’s study this figure was 19 per cent.

The 24-page study shows many more aspects, proving that marketing and communication within the logistics sector play an increasing role. „In the future the lion’s share of the market will be split among the strong brands. Because where demand is so big that you can not know every customer by his first name, an emotionally charged brand already helps at the first contact, to establish a connection,“ emphasises Clemens Meiß, Managing Director Get the Point.

In the frame of the study, they addressed around 320 marketing managers of Germany’s biggest logistics companies that generate annual turnover of EUR 60 million or more. A total of about 60 persons participated in the survey. Critical comments on the main findings complete the report, which can be requested from Get the Point for a nominal fee. Journalists can receive the study free of charge.

Get the Point is an agency for communication that makes sense and has worked to establish brands of mainly medium-sized companies from the logistics sector, for over 20 years. Many of them have changed from a carrier into full-service logistics providers.

www.getthepoint.de

Quelle: LogEastics
Portal: www.logistik-express.com