New survey confirms the value of a brand in the logistics sector

Market survey shows continuous high value of brands for logistics companies; 88 per cent of the polled logistics providers think working on their brand is important
 
A large number of German logistics providers invests in professional communication and deals with forming and foster their own brand. This is the result of a current market survey carried out the second year by Get the Point, an advertising agency specialising on the logistics industry. 88 per cent of the polled logistics companies think working on their company brand is a factor of success. However, shippers share this opinion: 67 per cent of the polled trade and industry companies said self-advertisement is important for the logistics sector.
 
81 per cent of the poller logistics companies believe their brand is national renowned. 53 per cent assume customers can be influenced through good advertisement. However, this figure is even higher according to the survey. 67 per cent of shippers said they were external presentation influenced their selection of logistics partners.
 
The 24-paged survey shows that many logistics companies budget high amounts for marketing and communication. 21 per cent of the respondents spend more than EUR 500,000 per year for such action. However, at the same time there is a lack of professional, networking procedures. “Against this background some actions do not yield the expected effects, and means are spent in vain", says Clemens Meiß, Managing Director of Get the Point. “There is a need for taking a closer look so spending the budgeted amounts makes more sense", the expert advises. Moreover unique features of the companies are not always pointed out clearly enough to the customers.
 
Further chapters of the survey are dedicated to the topics Green Logistics and Online Marketing. “Today websites are the core medium for the presentation and selection of service providers“, says Wieland Schmoll, also Managing Director of Get the Point. 63 per cent of the polled shippers confirmed his statement. “Regrettably not many logisticians are exploiting this potential“, says Schmoll. 65 per cent of the respondents said they were not using electronic social networks for their company. Critic statements on the most important results completed the survey, which is available with Get the Point for a token fee.
 
In the frame of this survey they addressed about 450 marketing heads and managers of German logistic companies with annual turnover of at least EUR 60 million, and about 150 shippers. The survey was supported by the publishing house Bohmann-Verlag, which is publishing the weekly magazine Verkehr in Austria.

Quelle: LogEastics

Portal: www.logistik-express.com