In the crowded logistics sector, where many service providers look and sound the same, it’s hard to get noticed (and drive leads) without a clear, differentiating value proposition. But many companies mistakenly adopt a “we do anything for anybody” approach, assuming that an appeal to a broad range of prospects will increase success. Often, it simply increases the chance your message will get lost. Sometimes the best way to grow your business is to shrink your market.
The presentation will examine the mistakes logistics businesses make when formulating a marketing strategy and provide examples of companies that are getting it right, and getting it wrong when it comes to marketing strategy.
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Jim Bierfeldt is the Chief Strategist who oversees or implements programs, assuring focused, senior-level support. As needed, Jim leverages his extensive network of creative specialists to access services appropriate to your need and budget. Jim has had a long career in marketing and communication strategy, including nearly 20 within the logistics industry. He began his logistics industry career with USCO Logistics, where he served as Director of Marketing and Corporate Communications, Vice President of Sales & Marketing, and Vice President of Marketing. He continued in senior marketing positions with the company after USCO’s purchase by Kuehne + Nagel, a leading global logistics company, and led the transition from USCO Logistics to the new Kuehne + Nagel Contract Logistics brand in North America. Jim was the prime marketing strategist in repositioning USCO Logistics from a second-tier warehouse services provider to a top-tier, full-service provider of integrated logistics services. His efforts helped drive a 33% CAGR over a 5 year period and set the stage for the purchase of the company by Kuehne + Nagel. Prior to USCO, Jim was account supervisor at a large advertising and public relations agency, where he planned and implemented communications programs for business-to-business and consumer clients. Jim holds a Masters Degree in Communications from Fordham University, and has been an active member of the Transportation Marketing & Sales Association, the Council of Supply Chain Management Professionals, the International Warehouse Logistics Association, and the Warehousing Education and Research Council.