Bennett IG moves amazing loads over land. They do the biggest, heaviest and weirdest in the world. Every haul is a story. Talking to the truckers never fails to reveal a feat of mastery, ingenuity and professionalism. The stories were meant to entertain–but make no mistake, behind all the storytelling is a strong case for […]
NEW YORK SHIPPING EXCHANGE – KENT BIKES CASE STUDY
Case studies play a powerful role in the sales funnel by providing proof to prospects that leads to trust. This case tells how a leading bike manufacturer is using the New York Shipping Exchange (NYSHEX) to solve an operational problem, protect client relationships and save money. Additionally, it shows importers who are unsure how NYSHEX […]
What does it take to become a “shipping partner of choice?”
Use referrals, case studies, and video to demonstrate proof of performance. Perhaps the greatest takeaway I received at the recent Transportation Sales and Marketing Association conference came during the shipper panel. It was the opportunity to listen to a panel of prominent decision-makers live and unfiltered. The panel members are part of a very elusive […]
NEW YORK SHIPPING EXCHANGE – BRANDING & WEBSITE
I used an outside-in approach to help NYSHEX develop website content that appealed to the needs and concerns of three distinct audiences for the exchange: carriers, shippers and 3PLs. In addition to getting to know the markets and what motivates them, I dove deep into understanding the exchange and how it works. I also employed […]
SEALAND – CASE STUDIES
Case studies don’t have to be long and scholarly to have an impact. These examples for the ocean carrier, SeaLand, deliver an enticing taste of what’s in store for customers without going into a lot of detail. As a new company, they didn’t have many examples or a lot of specifics to work with. But […]
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Nine Steps to Great Naming: Part II
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The Nine Steps to Great Naming: Part I
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