Good afternoon friends. In today's article we will look at a practical example. campaign advertisingproviding freight transportation services. So to speak, a real story from real practice.

Development of a slogan and logo for a trucking campaign.

• You need to start with the development of the logo and.

It is more important to choose color combinations than the pattern itself. Avoid black and brown colors. They carry little positive in themselves and, except for gloom, do not cause anything. It is very likely that the client is unlikely to contact you. Specialists highlight several attractive combinations. Among them are yellow and blue, the most popular. The human brain is more willing to respond to offers in this particular gamut. The logo should contain no more than three colors or shades. Two should be basic, and the third should be emphasized.

The slogan (organization motto) can be borrowed, slightly paraphrased, or composed together with your colleagues and employees. Words in a slogan should be well combined and have a semantic load. In addition, they should be concise, understandable, easy to remember and arouse interest.

Organization of advertising for a freight carrier

• Once you have decided on the logo and slogan, you can proceed directly to advertising the company.

First, it’s advisable to advertise  in some of the most popular publications in your city or region. It is better to use those information publications that specialize in ad reception. Usually, such publications are made in black and white, and the colors of the logo will not play any role, so the meaning that you put into the slogan is very important here. That he should interest potential customers. Please note that in most ads related to freight transportation, carrier companies offer only "high quality", "fast", "on time", which is rather dry and unattractive. There must be some sort of highlight that would set your advertisement apart from the rest.

A few practical tips:

• A placed banner would be good to back up with a lowercase ad.

• Give me some phones.

It may be productive to place your company’s advertising in such popular publications as the Information Guide, Yellow Pages, and What? Where? How much? ”,“ Regional Directory ”. Information from these publications is duplicated on sites on the Internet. This will double the recognition of your company.

Organization of an advertising campaign for a trucker in the press.

As for glossy editions. After the appearance of your data in regional publications, advertising agencies will immediately notice you. Offers from them will come the most attractive. They convince professionally. However, do not trust. They need your money, so they will try their best to bring you to the signing of the contract. The rest is of little interest to them. Yes, they will put that spread through dealerships and car dealerships. But, the fact that the potential client will read this publication is very small. There, people buy and repair cars. Even after reading a free magazine, put it aside.

Freight Carrier Advertising on Radio and TV

It will be ineffective  and. To make you interested in radio, you need to spend a lot of money and maintain advertising for a month, reminding yourself several times a day. This is unprofitable. Television is also not the best way out. It’s good to advertise new products, and shipping will be of little interest to anyone.

In order to attract attention to yourself, your advertisement must constantly be present in the information field allocated to it. That is, to be noticeable. This can be done by arranging the vehicles of your fleet. The car must have the company logo, its name and contact numbers. The latter should be easy to remember. An interested person, seeing such an advertisement, may call your company and take advantage of the services offered.

How to provide freight

Why are traditional advertising methods not particularly effective in the field of cargo transportation, especially if you have not just services in the field of express cargo transportation on a local scale, but international container cargoes? First of all, you need to clearly determine who your client is. Since if this is a large owner of the cargo, then this is one thing, and if you need to bring furniture from the store, then it’s completely different.

Unique selling proposition

You definitely need to convey the essence of your proposal to the client in a few sentences.

Explain to them how you differ among your competitors and why they should contact you.

So, the first step to success is working on a unique proposal. Focus future customers on the fundamental differences that will distinguish your company from others.

Sometimes it is also required to explain to the client that he has a problem. More precisely, to formulate a problem and train a potential client about the benefits and advantages of working with you, as well as about possible troubles, if an alternative freight carrier is selected.

As a rule, the client wants the company's work to be reliable and fast, and also confirmed by special documentation.

Classic triangle: speed, quality and price. Concentrate on your strengths. A good example is Federal Express: “When it absolutely, positively has to be there overnight.” In it, they focus on speed.

Company atmosphere

Among the main rules of the transportation company, the issue of comfort and coziness of the atmosphere for the consumer should be taken into account. Try to take into account a combination of various factors, from the culture of communication of staff, to the comfort of the room.

Anticipate the ever-growing needs of the consumer, also consider its capabilities.

It is advisable to locate your base in a convenient place, and take into account the work schedule of the main customers. To do this, analyze the list of customers and select from the list of 20% of the most profitable and loyal. It is for them that we should first of all adjust our work in order to make the best use of resources.

Loyalty system

Another important factor is the development of a consumer loyalty system. Work on simplifying the database, apply progressive discounts, which will attract new consumers and keep old ones.

It is advisable, over time, to introduce a system of accumulating bonuses, issuing discount cards.

Individual approach. Internet site and business cards

Each client should feel its importance, try to approach this issue, taking into account individual characteristics.

Employees of your company should have psychological stability and work on consumer objections.

Another win-win option is to create your own Internet site for constant communication with customers and the transfer of new information.

You can create business cards with the contact details of the company, and on the reverse side you can put useful information: for example, the route taxi scheme of your city. Such an approach will force the client to save your business card, because he will constantly turn to information relevant to him.

Implement these techniques and your profit will increase.

Sergey Berdachuk
  Customer engagement expert.

That's it, we’ll shoot the topic! Today, we still talk about the search for cargo without a dispatcher. We will tell you all the secrets and talk about how to find the goods for transportation without a dispatcher or intermediary. Although some dispatchers may not like this.

Many transport companies are biased towards cargo search dispatchers. Although there are few examples, when working in a team with a professional dispatcher, the carrier received not a small profit.

To better imagine the situation and shift it to ourselves, let's look at a simple example. You will need to show a little imagination. Suppose your company is engaged in regional transportation. In Russia, Ukraine, Belarus or Kazakhstan, the principle will not differ practically in anything. Take Russia and any Russian city for clarity as a starting point.

Need to find cargo in Russia without intermediaries - how?

Task: There is a truck in Smolensk, which must be quickly loaded and sent home, say to Omsk. At the same time, there is no cargo in Smolensk yet.

Logistics in this case can be of three types:

1. simple - you are lucky to find the goods, and for the dates you are interested in and it suits you at a price.
2. complicated, then from Smolensk we are looking for cargo in some kind of connecting city, from which we already find cargo in Omsk.
3. very difficult, then between Smolensk and Omsk there will be several intermediate cities and long weeks on the road.

Do not forget that the profitability of the route and the amount of money earned for the round trip come to the fore, and not the simplicity of logistics. Since the profitability of the transport business these days is not at all great, it is often advisable to build a very complex scheme, while making the maximum amount of money possible. It is in the construction of efficient logistics schemes that the secret of a successful transport business lies. Essential components of efficient logistics schemes are:

• efficient use of car volume and tonnage
• and maximum reduction in empty runs

Is it possible under such conditions to search for goods in Russia without a dispatcher? We say yes, absolutely possible.

Now abstract from Russia, as described above, the methodology is exactly the same and you can find goods without a dispatcher not only in Russia, but also in Ukraine, Belarus, Kazakhstan and even throughout Europe and the world!

How to solve the problem

1. Contact potential customers

The minus is immediately visible. A truck is standing in Smolensk now  and we are fighting downtime right now. And when it will be possible to find the load and where exactly - it may not be obvious at all. You will have to talk with a large number of potential customers before you find at least some partner, not to mention the cargo in a certain city, and even more so on the desired dates. And time is running out. Per diem is spent, leasing must be paid, downtime is the main enemy of the transporter.

But this method can be useful in the long run. The option of direct contact with the customer is always good for meeting potential customers in your city and cities where your trucks are often. A direct contract with the customer without intermediaries and prompt resolution of issues directly. Isn't it wonderful?

But it also happens that the direction is popular and the load is not difficult to find. Suppose that our direction Smolensk-Omsk is just that and there is no shortage of goods. In this case, it is not at all a fact that the price offered by the client found will be the best possible offer on the market. That is, it would be nice to compare the cost of freight with other possible options. And if we are talking about long-term cooperation, we will have to keep the client low prices and special conditions, otherwise he will quickly find a replacement for us. But it’s possible to find cargo on a truck without a dispatcher.

2. Contact the forwarding company

Since we are considering all the options, it is fair to talk briefly about forwarders, dispatchers and logisticians. With the forwarder, the chances of finding the goods are at least twice as large, as you are not only looking for the goods, but also the forwarder. Naturally, the forwarder will take his share of the reward from the total cost of transportation. The forwarder will be liable to the customer under the contract, but he will transfer all his risks, and possibly even with a margin, to the transport company. The transportation cost is unlikely to be high and there is no need to talk about long-term cooperation, because the forwarder does not have its own cargo. But you can collaborate.

3. Internet, newspapers, message boards ...

As they say, we’ll throw a fishing rod and wait until it bites. Of course, it is possible to solve our common task - to search for goods without dispatchers, but it is most likely impossible to quickly solve our private problem and load a truck from Smolensk. After all, we are limited in time. But to gather potential partners for the future is quite real. This is not an expensive way to advertise. Labor costs are low, as they will seek you, not you. There is even a chance that you will find a regular customer. Of the minuses, it can be noted: not efficiency, since this option does not guarantee receipt of orders for transportation. And if we are talking about constant long-term cooperation, again, transportation prices should be low, and the conditions should be special. And like any advertisement, this method requires regular payment, naturally without any guarantee of the result.

4. Search for cargo on cargo search sites

About this method it is worth writing a separate article. And someday we will definitely do it, but for now only a brief overview. The principle of operation of these sites is quite simple: all who need to carry the goods fill out a special form on the site they like, which indicate: what, where, where and when to transport. Transport companies go to the site, select the appropriate cargo and contact the customer. Everything is simple. Is it possible to search for goods without dispatchers in this way? Absolutely. And the dispatchers themselves are looking for cargo on these same sites. In this case, the chances of quickly solving our problem are much higher than in the previous options listed, provided that the goods of interest to us are placed on the exchange. If not posted, then it doesn’t matter, today there are more than a hundred such sites on the network and thousands of applications for transportation are posted every minute. Somewhere, there’s a load somewhere. On the one hand, it is an advantage that finding cargo in the network can be faster and more efficient than anywhere else. But on the other hand, a large number of such sites make it very difficult to find - and where exactly is the cargo published?

Some sites provide the opportunity to check for free whether there is cargo in the direction we are interested in, but you will have to pay for access to the shipper’s contacts. Access to the site for the whole year, as a rule, does not exceed the commission of the dispatcher for 1-2 shipments.

There are also cheaper accesses - per quarter and month.

There is one minus - if the direction is not popular, then you will have to “comb through” many sites in search of cargo. If the direction is popular and there is no shortage of cargo, then in order to choose the best and most expensive one, you will need to “comb through” a large number of sites again and spend time, money and effort.

Since trucking is a very competitive type of business, sorting through sites one by one, you can simply be late and do not have time to contact the shipper, and at that time he will agree with someone else.

5. The easiest way is to look for goods at Transradar.ru

To help transport companies quickly and easily find goods in areas of interest without intermediaries, we create a special resource www.transradar.com Transradar is a free search for goods on many sites at the same time so that you can compare and choose the really most profitable cargo. By opening only one site, you can immediately see how much cargo is available in the direction of your interest and for the dates of interest. Choose the best of the proposed options and we will redirect you immediately to the desired site.

With Transradar you can:

• save time searching
• reduce empty runs
• and increase the profitability of your business

By the way, we selectively select our partners. We have direct links to cargo search sites, so new goods instantly appear on www.transradar.com

We value your trust and understand that our reputation also depends on the reliability of our partners. Transradar works only with trusted companies and recommends that you use them.

Our tool is useful not only for those who want to find the goods themselves. Professional logisticians will also appreciate the ability to flexibly approach the search for goods using filters. A broad overview of the entire cargo search market and of course the ability to significantly reduce the time to search for cargo.

The project is handled by a small team of enthusiasts. Soon the project will be available to you. If you like the idea of \u200b\u200bthe project, support us.  This is important for us now. Nothing special, just like us, leave a comment or write to us.

By the way, if you want to search for loads on different sites for free and without registration and not miss the launch of our project, just leave your mail on the website www.transradar.com

Conclusion:

In conclusion, I want to say, of course, when searching for goods, there are different situations. There are regular customers who are willing to pay dearly for stability and long-term partnerships. And sometimes there are so promising or necessary customers that they are driven even below cost. And there are professional forwarders: they will find a good freight, and they will take small commissions. On the other hand, if the car cannot leave the hinterland for the second week, the price and direction go by the wayside, if only to leave and then all the ways are good.

And in this comparison, each option has its pros and cons.

We just collected information for ourselves, we hope it can be useful for you.

The main thing - everyone successfully upload their car! Less downtime and empty runs. And more customers and profitable flights!

The transport industry is booming. The economy is growing - freight is growing. There are new companies that are looking for a place on the road and cargo on board their or rented aircraft, trains or cars. Everyone needs customers, and each of about a thousand Russian transport companies sooner or later makes a website for themselves and is waiting for customers who will come to this website and order the same freight. Some people get better, some worse. Let's try to analyze all the possible options for receiving these orders.

First, a little about the sites of transport companies (a view from a potential client). Of course, I want to entrust my precious cargo to a company that has a solid site and reputation. Which has its own fleet of cars or containers, impressive experience and positive customer reviews. The sites of phantom transport companies that do not even have an office are immediately evident. Their main difference is “We are the best” and “We have the lowest prices” and “Call, we will agree”.

Now about the promotion of sites of transport companies. The main options are 3+ spam, consider them in more detail:

For those who don’t know, approximately 40,000 people are looking for cargo in search engines every month. The top 10 queries look like this (Rambler statistics on 08/08/07):

If you add others from the field of logistics to these requests, you get about 50,000 requests per month. The average cost of a click in Yandex Direct is about $ 2. The average CTR for this topic is approximately 5-8%. Accordingly, if you place contextual advertising in all three search engines, you will receive approximately 2500 - 4000 visitors per month for $ 5000 - 8000. A big plus of contextual advertising is an instant result, a lot of options for choosing words and display regions, a big minus is the clicks of competitors. Of the 1000 transport companies in Direct, 45 place their ads. The most expensive click is $ 12.3 - air travel (special placement).

2. Promotion in search results

This is the same search engine audience, but there are some significant differences. Firstly, visitors look at search results much more readily than Direct, respectively, the average CTR of the first ten 30 - 50%. As a result, it turns out that sites that are on the first page of search results receive 4-6 times more traffic (up to 10,000 per month) than sites that place their ads using contextual advertising. Secondly, it is noticed that people trust the search results more and, as a result, are more likely to buy on sites from the search results.

To get into the top ten is much more difficult than in Direct. Search algorithms are complicated and confusing. It’s just that you won’t get there with quality texts, otherwise the site www.rjd.ru would now be the first in terms of “rail transportation” and even in the first hundred it would not be. You will have to turn to optimizers - private owners or companies. An average project for promoting a website for the transportation of goods costs about $ 1,000 - $ 1,500 per month. For this money, you can get promotion on 10-20 requests and the total traffic of about 3000 - 5000 people per month. It turns out that 1 visitor costs 0.25 - 0.33 $ - this is 7-10 times cheaper than Direct. That is why there are so many who want to get into the top ten.

There is, of course, competition in this topic, but not the same as in legal services or plastic windows. At least I did not get the impression that half of the top ten sites belong to one person. Although, of course, these sites are not accidentally in the top ten - all have traces of optimizers.

An advertising tool that is not very common in the transport theme. Carriers do not need image advertising on the network; there are no thematic sites with high traffic. It remains to place banners in electronic versions of thematic media and on industry sites. But this does not give a noticeable attendance.

Spamming

Serious companies disdain them, but this is a favorite advertising tool for student housing agencies. It smells bad, but it works. It is hard to believe that someone can entrust a serious international load to a spammer carrier, but letters on this subject still come.

Other options for website promotion.

Of course, they are: you can advertise your site in address and thematic catalogs, write ads on bulletin boards and even attract visitors via a blog. Get 10-20 people a day. This is 20 times less than the leading sites. The choice is yours.

If you are interested in the topic of website development and promotion, I invite you to the seminar "How to become a leader in search results and get maximum profit from a site."

Our experience in developing websites of transport companies.

Instruction manual

customer

Create a corporate business card website. Place on it information about your means of transport, about tariffs and the types of work performed. Make the function of ordering services. So potential customers will be able to take advantage of your offers much faster.

Related videos

Sources:

• how to promote trucking

Currently, many Russian companies are selling Chinese products. The trade turnover between China and Russia is very high, because the lion's share of electronics and household appliances on the shelves of our stores is made up of products from China, which is one of the clear leaders in the production of inexpensive goods. This is why the delivery problem cargo  from China to Russia today is so relevant. This article will also give you general information regarding shipping methods. cargo.

Instruction manual

How to deliver cargo from China to Russia without loss and on time. Of course, you can arrange transportation yourself. But in this case, you will have to delve into the intricacies of international transport, consider the optimal route and the necessary customs.

Most of these companies offer shipping methods: sea, rail, and air. In relation to China, they mainly use the so-called multimodal transport, delivery of one cargo  different types of transport. For example, from sea transport, cargo moves to rail, and then to road.

If the cargo does not differ in large size and weight, one type of transportation is usually used - air transport. With the help of air freight, you can Chinese goods in the shortest possible time. In this case, very fast goods will be guaranteed.

When choosing a company engaged in the transport of goods, you should pay attention to the range of services provided. It is better to give preference to the company that guarantees in addition to a detailed study of the route, customs clearance cargo  and delivering it to the warehouse, also insurance cargo, as well as its dispatching support throughout the route.

Related videos

Sources:

• Organization of acceptance of goods in the store by quantity and quality

Freight  transportation to "" is a profitable and profitable business. But it requires great returns, considerable physical costs, as well as well-planned actions, thanks to which cars will never be idle.

You will need

• - the Internet;
• - telephone;
• - database of enterprises;
• - own site.

Instruction manual

Cargo transportation to GAZelle is a rather dynamic sphere and in order to always have orders it is necessary to keep up to date. To do this, you not only need to own a truck, but also the necessary information.

Monitor the nearest area. Gather information about all enterprises, factories, offices, shops. Do they need your services? Will they fit the cargo they need to deliver. Try on which ones and with whom they are. Analyze if you can work on similar conditions or offer more profitable ones. Create your own databases of all potential cargo owners in your city. This will help you in your future work.

Get directions to each of (potential customers), then having received you will be able to get from one point to another with minimal expenses. Trucks, for example, are not always allowed to enter cities, and in this case you can get an entry permit to GAZelle.

Make a competent commercial offer, price and send them on electronic boards on the Internet. And also send such offers to potential customers from your database. Make and paste up announcements on the provision of cargo transportation services by GAZelle car. Post similar ads in local newspapers.

Create your own business card website which will contain descriptions of the services you provide, a price list for all types of cargo transportation and your contact details. Prepare a short but memorable text about why it is necessary to cooperate with you, and not your competitors. Find specialists who will create such a site and will be engaged in its promotion. Create the opportunity to provide services (communication and correspondence with potential customers, answers to questions, counseling).

Register on sites that search for goods for freight forwarders on GAZelle, keep correspondence with colleagues, communicate on thematic forums, portals, post your commercial offers there (if this is not prohibited by the rules of the resource).

Related videos

Useful advice

Your reputation must be impeccable. Take on even small orders, so you can quickly acquire regular customers. Which will recommend you to their colleagues as a reliable freight carrier.

Sources:

• find a load on a gazelle

The freight market today is characterized by high competition and a marked increase in demand in the high season. Despite the fact that there are a lot of companies providing cargo delivery services, the newly opened company can still find its niche. Excellent quality of services, competitive prices and a competent approach to finding and retaining new customers are the main factors for the success of such a company.

You will need

• - the Internet;
• - database;
• - letterhead.

Instruction manual

Find any major directory or electronic database of companies that may need services. Make a selection of the enterprises with which you plan to make contact. Give a brief reference about each of them to get a clearer picture of the specifics of the work.

Formulate one or more unique offers that will distinguish your company from competitors. For example, develop a system of discounts for regular customers or introduce a free loading service.

Make a sample quotation on letterhead. Briefly and succinctly state the essence of the appeal, indicate the main tariffs and the types of cargo transportation that you carry out. Be sure to include your main competitive advantages in the text.

Send a quotation to selected enterprises. After a certain time, call back each company and check whether your appeal has been received. In the course of a short conversation, you will be able to understand whether this company really needs your services. Try to make the conversation in such a way as to interest customer  and be able to subsequently remind yourself again.

Create a corporate business card website. Place on it information about your means of transport, about tariffs and the types of work performed. Make the function of ordering services for

How to choose a logistics company

When choosing a logistics company, a combination of several factors is crucial: the reliability of the services provided, price and quality. It does not matter what it is planned to transport - fragile expensive equipment, household appliances or food. Reliable shipping companies will handle any cargo carefully.

When searching for a freight carrier, pay attention to the following points by which you can judge the reliability of the company. The company's fleet can say a lot about the carrier. But it must be taken into account that the information on the website on the Internet is far from always consistent with the real situation.

The fleet of a reliable cargo carrier consists of a wide range of models of cars of different carrying capacities. For transportation of special cargoes, additional equipment is used. The equipment of a responsible carrier is always in good condition. Evaluate the appearance of the fleet, pay attention to the wheel bearings of the machines - if they are new, it is worth working with such a carrier.

Explore the portfolio of a logistics company. If among the clients there are large companies and state enterprises, you can conclude a contract with the freight carrier.

What to look for

Examine the route map. Today your company can work in one region, but this does not mean that tomorrow the geography of your influence will not expand and you will not need delivery to. The logistics company should have a fairly extensive route map that will cover the area of \u200b\u200bnot only your existing, but also potential needs.

Pay attention to how long the shipping company has been on the market. The longer the company operates, the better it focuses on the freight market and has more connections. This allows the freight carrier to act promptly in the event of unforeseen situations or in other cases.