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Featured Links: Advertising

	Best Practice- Greatwide Logistics

	A leading provider of truckload transportation and warehouse/distribution services knows they’re in it for the long-haul when it comes to brand-building. Learn how their edgy advertising approach is attracting buzz and promising success over the short-haul. Greatwide Logistics Services is choosing a road less traveled by transportation organizations. When the CEO charged marketing to break through the clutter of driver recruiting advertising with a small budget and big goal, they stripped all style and tone restrictions. “The photography is provocative, eye-catching, and combined with the copy it has a tongue-in-cheek levity that is rare in this industry,” says Sheryl Holt of Levenson and Hill, Greatwide’s ad agency. And in this industry, companies can’t afford to be boring when facing the grim reality of the driver shortage. Dick Metzler, Greatwide’s Chief Commercial Officer and 2005 TMCA Marketing Executive of the Year, says: “Attracting drivers is much more important than attracting shippers at this point. There is no higher marketing priority in our company.” Marketing Department Is Key The marketing department, according to this company, is priority to carry the initiative through; not HR, recruiters or sales. Rob Newell, Vice President of Recruiting and Retention for Greatwide, says 87 percent of their fleet consists of independent contractors who present a unique set of support requirements. “That demands a specialized department that understands trucking operations, related state and Federal regulations, and the general culture and mindset of owner-operators and drivers,” he says. Live On The Edge So how does Greatwide get in the minds of those drivers? “Know what your market wants,” says Holt. “Know the main benefits your product, service, or company offers to that market, and portray them in the most arresting way possible,” she adds. Metzler says they took some career shortening risks, but it worked out and he says it was a lot of fun. “For what it’s worth,” Metzler says, “I’ve never created a successful campaign that didn’t make somebody mad. You have to break some eggs if you’re going to make an omelet.” Create the Right Mix and Measure And what you put in it is important. The key ingredients according to Holt were clear strategic direction, jump out creative, a sound media plan and most importantly, a company of professionals in place to follow through on the promises made. From national print in trucking magazines and pump toppers to wall posters, newspaper and satellite radio, Greatwide says they paved the way to be a new and different choice for owner-operators. More importantly thought, Metzler says, they beat their cost/call and cost/leased driver goals in the process; added 1,200 drivers year-to-date; and currently are in the process of recruiting another 800 owner-operators. “We have good momentum and results, but we still have a big hill to climb,” says Metzler. It’s A Never-Ending Journey The climb means continually increasing the applicant flow of highly qualified owner-operators interested in Greatwide. “We want them to know we genuinely understand their needs and that we work hard to develop solutions to exceed those needs,” Newell says. While the Greatwide team continually focuses on changing industry trends and enhancements to the program, Newell discloses, “We can’t rest for a minute.”
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	For print ad and radio spot samples, visit www.greatwide.com "newsroom."

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