If you take advantage of people’s fear they’ll remember that. As well as when you try to cut prices, offer hilariously low rates to exploit the current weakness of competotors. These things are going to echo for a long time.

If there is no value add it’s annoying. If you are adding value then it’s appreciated it is as simple as that. If you rely on push marketing your MarCom will fail. Create and tell about your company and your services are helping others in really tangible and specific ways during these especially hard times.

Der Beitrag MarCom amid uncertainty erschien zuerst auf Herzig Marketing.

Here are 6 tipps for doing it the right way:

First, analyze your current situation and update your SWOT matrix.
Markets have changed so will your Threads and Opportunities.

Second, adjust your pitch.
Customers have different pains now so you probably need a different USP.

Third, ask yourself which of your existing solutions and VAS can now help shippers best?
Focus on these services and your existing customer base.

Fourth, finetune your SEO, SEA and CTAs in relation to your “new USP“.
In light of the crisis change to even more usefull content.       

Fifth, intensify the dialog with your customers and potential shippers, update your website.
To be most efficient focus on your two best established social media channels.

Sixth, only then look for expendables in your marketing budget.
Postpone those (and only those) activities which will not help to achieve your new sales strategy

Der Beitrag Time to cut your marketingbudget? erschien zuerst auf Herzig Marketing.

This virus will change markets. Dramatically change! Nations, society, industry and trade are in crisis mode. Three thoughts on the question, what can, what must marketing managers do now?

1.  Bring internal communication into focus

Companies now need an “all hands on deck” mentality. The prerequisite for the extra commitment now required is transparent internal communication; employees must be actively informed about the company’s situation. Clear statements from the management, especially the HR department, are at least as important as updates on operational processes. 2.  Customers, leads and multipliers

In addition to the natural dialogue with customers, the lead-nurturing processes and PR should be adapted. Aadvertising booked months ago, is currently getting rather little response, target groups (especially B2B) now have different paints, logically, content, PR and media plans should be adapted at short notice.

3.  Budgets and milestones

Productions, events and measures are currently set to pending. This changes project and expenditure plans. The motto must be “Smart Budgets”. Shifts e.g. towards online, resource and liquidity protection through prioritization and savings.

We take our role to advise very seriously. In order to support them, we offer our customers and SME entrepreneurs from the logistics industry an initial exchange of ideas on now sensible and necessary measures without obligation.

Now more than ever, we will all have to act together. If you need advice from us, please let us know.

Der Beitrag Marketing in times of crisis erschien zuerst auf Herzig Marketing.

Visiting the transport logistic in Munich one could see the sheer power of innovation, in the near future transport orders will be generated, inbound and outbound deliveries organized, storage managed and loading and unloading runs initiated – all fully automated. Traditional business models will be changed dramatically, the rise of the “digital 2 and 3 PLs” as well as the growing number of platforms are clear signs of this transformation. What can traditional Freight Forwarders and LSPs do then?

Digital marketing can boost sale, increase brand awareness and recognition and enhance customer experience. Digital concepts, tailored to the shippers needs provide better client interaction through various digital channels. But going digital alone won´t work either. To maintain strong customer relationship LSPs and Freight Forwarders must still offer that human factor, have to provide a classic brand experience while using digital solutions.

To find the right marketing-mix has long been the number one challenge of marketeers. Now it is finding the right brand-mix, the nice balanced use of AI and the one thing logistics people have always been adding to their operational excellence: Flexible, fast and 100% determination.     

Der Beitrag Demand for strategic marketing is growing, but is also changing rapidly! erschien zuerst auf Herzig Marketing.