How can marketing influence logistics

Marketing in the logistics industry: brands remain important for logisticians

96 percent of logistics service providers consider working on their own brand to be an important success factor. This is the result of the market study “Brand Management in Logistics”, which has already been carried out for the fourth year. The publisher is the advertising agency Get the Point, which specializes in the logistics industry.

86 percent of the logistics companies surveyed actively advertise their company, thereby meeting the expectations of their customers. Of the industrial and trading companies also surveyed, 90 percent spoke out in favor of the importance of advertising and brand building on the part of logistics service providers. 70 percent of the shippers stated that they let themselves be influenced by their external image when choosing logistics service providers.

In contrast, however, only 41 percent of service providers are convinced of the effectiveness of good advertising. In the previous study, this value was 58 percent. The trend towards decreasing budgets fits in with this: 53 percent of the service providers surveyed now spend less than EUR 200,000 on advertising, while in 2013 only 39 percent of the budgets were below this limit. “The willingness to provide high marketing budgets has clearly decreased and the belief in the success of one's own branding is weakened,” explains Wieland Schmoll, one of the two managing directors of Get the Point.

At the same time, service providers placed less and less trust in agencies and the advice of external experts. “Marketing tasks are increasingly being distributed exclusively to internal resources,” said Schmoll. This trend has been observed for years. Within the last three studies, the proportion increased from 11 to 19 to the current 29 percent.

"However, the marketing tasks seem to be distributed to fewer and fewer staff," says Clemens Meiß, Managing Director of Get the Point. The proportion of companies that employ up to five people in their marketing area has grown from 63 percent (2013) to 69 percent (2014). Similarly, the proportion of larger specialist departments with up to 10 people has fallen from 26 to 12 percent. The overall decline in willingness to invest in one's own brand is already having clear consequences. Only 33 percent of logistics customers stated that they knew the core statements of their service providers. This parameter has thus decreased by 13 percentage points.

The expectations of shippers with regard to activities in social media have also changed significantly. 64 percent of industrial and trading companies would like the service providers to be more involved here. In the previous study, this value was 19 percent. The 24-page study uses many other aspects to show that marketing and communication are playing a growing role within the logistics industry. “In the future, strong brands will divide most of the market among themselves. Because where the demand is so great that you can no longer know every customer by their first name, an emotionally charged brand helps to establish the relationship right from the first contact, ”emphasizes Clemens Meiß, Managing Director of Get the Point.

As part of the investigation, around 320 marketing managers from the largest German logistics companies with an annual turnover of at least 60 million euros were contacted. A total of around 60 people took part in the survey. Critical comments on the most important results round off the study, which can be requested from Get the Point for a nominal fee. Journalists receive the study free of charge.

Get the Point is an agency for meaningful communication and has been building brands for mostly medium-sized companies, especially in the logistics sector, for over 20 years. The agency was able to follow the development of this exciting industry up close. Many made the transition from transporter to full-service logistics provider. And as logistical services expanded, so did the importance of this industry for our entire economic life.

Source: MyLogistics